Did you know that 92% of business owners, marketing VP’s and directors have considered outsourced business services of some sort in the past two years, according to a recent Gartner study? This includes companies as small as mom-and-pop convenience stores and as large as Adobe or Proctor & Gamble. Many of the these outsourced functions are clerical, administrative or financial in nature. But more and more businesses are reaping the benefits of outsourced digital marketing companies as well.
Keeping website marketing in-house has it’s benefits, without a doubt. Dealing with a crisis or changing strategy on the fly is always easier with an in-house employee. You can also achieve a tighter integration with other departments and divisions. But the benefits of outsourcing digital marketing activities are robust. That list includes:
- Reducing Overall Costs – Bringing on an in-house digital marketer can cause cots to skyrocket. Not only do you still need to pay contractors and vendors for all the stuff that your new hire can’t do, but now that person’s salary is on the books. Every digital marketer still needs a budget to buy Pay Per Click ads or try new business tactics. Don’t be surprised when your new digital marketing hire starts looking for a debit card, a PayPal account and a line of credit to get their hands on. And you can expect additional costs for the ongoing education and training needed to fill in the gaps as well. Overall, it can be a staggering financial burden.
- Increasing Knowledge Base – Every budding digital star has an obvious weakness or two – which they’ll gladly mention a few months after being hired. Being a great graphic designer and having experience managing websites doesn’t mean they’ll be effective at ranking websites in search engines, running effective paid media campaigns and handling social media responsibilities. By bringing this all in-house with one person, you’ve traded a hospital of neurosurgeons, cardiologists, anesthesiologists and nurses for a general physician. I think you see the point here. Specialization is necessary to have results in different areas of digital marketing, and hiring a jack-of-all-trades means you’ve hired a master of none.
- Reducing Turnover – Digital marketing is a dynamic role. Often times when an employee gains a significant amount of knowledge around a specific topic, that becomes their interest over all other duties. Coupled with the fact that really good digital talent is hard to find, it’s not a surprise that digital stars are constantly being poached by companies that offer them a chance to specialize (and often times make more money in the process). They are recruited and usually work for digital agencies or larger companies. Recent studies of people 30 and under in marketing related roles shows that they change jobs, on average, every 2.5 years. When they leave your company, their contacts, relationships and IP usually goes with them. (Also, if your digital person isn’t being actively recruited, then that likely tells you something too).
- Focusing On ROI – Often times the biggest benefit of outsourced digital marketing is a focus on generating a real return on your investment (ROI). When new digital hires are made, often times there’s a focus on “checking off the boxes”. Making sure that you have all the tactics in place, all the functions being filled, and putting a big fat check mark next to the to-do. But the real goal is generating a return on your spend. There’s a big difference between having someone working on your marketing and having your marketing work for you, especially in regards to online, digital and social marketing.
Digital marketing outsourcing is gaining a lot of traction lately. As getting relevant data becomes easier for CMO’s, marketing VP’s and business owners, there’s an increased demand for performance. Digital moves fast. There’s always something new…Programmatic ad buying, geo-fencing devices, even using Gmail as an ad delivery vehicle. It’s more than any one person can keep track of. That’s why you should have a team…but not just any team. A team of seasoned digital marketing professionals who specialize (individually) in PPC, SEO, Paid Social, Content Marketing and E-Mail Marketing.
If you need help making the case for why an outsourced digital marketing company is right for you, please contact us today. We’ve made this model work for companies across more than 20 different verticals, and we can do the same for yours. So what are you waiting for? Marketing ROI is just a call or click away!