Typically, the underlying goal of every company is to make a profit and maximize sales - on that we can all agree. But not all companies have the proper expertise in Marketing, communications, SEO, or design in order to achieve that goal. This is normal, and that's why more and more companies are choosing to outsource Marketing.
According to a report by Sagefrog, 59% of companies decide to outsource Marketing. The primary reason is that it tends to be economical and effective since an external Marketing team or agency can help companies implement new strategies and actions or improve existing ones.
Continue reading to discover the reasons why companies large and small are increasingly choosing to put Inbound Marketing in the hands of an external team.
What is external Marketing?
External marketingconsists of delegating internal Marketing tasks to external agencies or professionals, with the main objectives of designing strategies, achieving KPIs, and increasing profits.
We find ourselves in increasingly demanding and saturated environments, and oftentimes it is not enough to have a single person in charge of Marketing. In order to remain competitive and forward-thinking, it is better to be surrounded by experts in different areas. By deciding to outsource your Marketing department, you will have exactly that: a professional team in change of understanding your business and carrying out the right actions to reach (or surpass) objectives.
Advantages of Outsourcing your Marketing
1.New perspectives and skills
We have all gotten stuck in a routine at times, which leads us to use the same strategies or tactics without weighing other options. Outsourcing marketing is a great way to get out of that routine since people who have a new perspective on your business can offer you totally new ideas to innovate your strategy from another point of view.
In addition, when a campaign does not work or achieve the expected results, agencies are faster at looking and finding solutions due to their experience and know-how. It should also be noted that these agencies have a staff of expert Marketing professionals and a portfolio of clients from which they have garnered best practices.
Being totally focused on Marketing, agencies detect and interpret market situations like rising trends, new technologies, or industry changes fast and efficiently. They are closer to the problem and thus, closer to possible solutions. This allows them to implement an action plan and adapt much earlier. Furthermore, by having a diverse client base, they have the know-how and up-to-date information about nearly every sector and industry.
3. Greater efficiency
Have you ever felt like you can't see the end of your to-do list? Or that you lack more hours in the day to do all the things you have planned? Externalizing your company's Marketing can help you increase efficiency since you can focus on the main activities of your business without worrying about Marketing. In this way, you will use your time in a much more efficient way by dedicating all your time to your company and clients.
It is also worth noting that Marketing agencies and professionals are continuously training and learning new skills, so it is not necessary for your company to spend time and money to train your team in this field.
4. Stay up-to-date with trends
Marketing is constantly changing. In recent years, there has been a boom in new Marketing techniques, tools, and tendencies. This has provided new opportunities for companies but has also led to an increase in effort and input on their part, as they must be aware of all the developments that arise day by day. By choosing to outsource Marketing to an expert agency, you know that your strategy and actions will always be in ling with the latest trends and market needs.
5. Regular communication and support
Marketing agencies will provide you with multiple communication channels such as phone calls, video calls, email, and Slack so that all contact is quick and efficient. Video call meetings are usually organized once a week, with a dedicated project manager.
They present the current situation, analyze the results obtained, and establish action items for the next few weeks. You will be constantly aware of the entire process, in addition to being able to express your needs, doubts, ideas, etc.
6. Access to the right tools and technologies
Agencies make a large investment in specialized tools and technologies (such as Google Analytics, Illustrator and Photoshop, Basecamp, etc.) to provide expert services to clients. This means that you will have access to these tools via the agency for your strategies and campaigns. These technologies can be very expensive and require qualified personnelto utilize them, so your company will take advantage of great cost savings by not needing to purchase them yourselves.
7. Moving from tactics to strategy
Many marketing teams are so focused on the “what” that they forget the “why”. Outsourcing Marketing offers you the opportunity to change this, as an agency can help you in two ways:
Creating and implementing the complete Marketing strategy.
Focusing on specific activities (SEO, content, database, email, etc.), so that your team can carry out the rest of the Marketing strategy.
8. Control costs and personnel
Outsourcing Marketing usually reduces your company's costs, since it allows you to pay only for the services you really need, and only when they are necessary. Therefore, this option is usually more profitable than hiring permanent Marketing professionals on your staff. The latter also means saving resources, since you will save on facilities, space, computer equipment, software, and programs.
What's more, you'll optimize your Marketing department structure and save on personnel costs. Instead of having an entire department with extra hands on deck when you don't need them, you'll have an expert there only when you need them. Forget about payroll, incentives, or training costs!
9. Achieve better results
Results are what really matter to us as Marketers. Agencies have the experience and skills necessary to always obtain the best possible results since we have the best technologies, know-how, and market perspectives.
External Marketing agencies work with clients from different sectors, which leads to cross-pollination or cross-fertilization of ideas. For example, an agency that has clients from sectors such as IT, education, and healthcare will gain different ideas and points of view from each of them and will be able to adapt to any business. Even if your workers are specialists in your sector, sometimes an "outside perspective" is necessary to find the most appropriate solution.
Why should Startups or SMEs outsource Marketing?
Every day the number of startups and SMEs grows, so it is difficult to stand out in an increasingly competitive market. Especially if you have just founded a startup or run a small company since budgets are low and competition is very high.
There are numerous reasons why companies decide to outsource Marketing, especially in the early stages. Among these companies we can find:
Small businesses or newly founded startups with a low budget.
Small businesses with a Marketing team lacking resources, skills, or experience.
Companies in need of advice or points of view from third parties.
Small businesses or startups that have made mistakes in the past and need new ideas to meet their goals.
There are 3 main reasons why you should consider outsourcing Marketing:
More time to focus on the strengths and the most demanding functions of your company.
Access to specialized knowledge.
What kind of services should you outsource?
In the early stages of your business, you should consider outsourcing everything that is not focused on your product or service. That is those activities that, when outsourced, allowing you to focus more on the fields you master.
Some of the services for which you could hire an agency or external team are:
Set up your CRM and Marketing platform
Design of your web page and branding
SEO and Paid Media
Social networks (when you consider them the most important part of your content strategy).
Why should large companies or corporations outsource Marketing?
Let's face it, there are not enough hours in the year to be able to successfully take on all the opportunities and challenges that Marketing presents unless your company has a huge, specialized team. Still, most large companies decide to outsource Marketing as well.
The reasons why corporations carry out this decision are the same as those of SMEs and startups. Outsourcing can lead to faster business and profit growth, as relying on specialists prevents making mistakes that could delay it.
What kind of services should you outsource?
Strategy: Design and implementation of the marketing strategy.
Content creation:eBooks, case studies, blog posts, videos, infographics
Digital Marketing:onboarding, lead nurturing, reporting, emailing, landing pages, CTAs
Social networks: engagement, calendar, copy, post scheduling
Analytics: sales funnel, traffic, conversions, reporting, keyword research
Branding and design:positioning, buyer personas, competitive analysis
Public relations: press releases, hiring influencers
What are the options for outsourcing Marketing?
The first (and most important) question to ask yourself when deciding to outsource Marketing is whether you are hiring freelancers or expert agencies.
A freelance is cheaper than an agency, but their capacity and availability are more limited, and it is difficult for a single professional to possess all the necessary knowledge and skills in all areas of Marketing. It can be a good option for a single project or a specific area, but if what you need is help in a comprehensive way, the best option is to hire an agency.
The cost of an agency is slightly higher, but it offers you more guarantees and has specialized profiles in many areas of Marketing, which provides a more global approach. In addition, their resources are greater and they have the latest technologies. At mbudo we are HubSpot Diamond Partners, which means that we are specialists in Inbound Marketing services, lifecycle implementation, automation strategies, content marketing, and commercial strategy.
If you are considering outsourcing your Marketing, we recommend that you evaluate your needs and what you want to achieve by outsourcing this essential part of your company. Outsourcing is a very cost-effective way to ensure that all your needs are met in the best possible way. At mbudo, we are happy to help you focus and develop your Inbound Marketing strategy.
Mary is a professional copywriter with over 10 years of experience in Marketing and Advertising. As an American expat in Madrid, she enjoys the relaxed Spanish culture, hiking, and the latest shows from Netflix and HBO. Mary also loves cats and music (she's the office DJ!)