Leave It to the Experts: Should You Outsource Your Marketing?

Apr 23 2014, 10:56am CDT | by

How dynamic is your current marketing team? Many companies are learning that outsourcing marketing responsibilities can be a good idea.

To decide whether you should outsource your entire marketing strategy, part of your efforts, or none at all, you need to really understand your company and its capabilities.

I recently sat down with marketing expert Erik Huberman to discuss a developing trend for brands and services trying to grow revenues online. Erik founded the digital marketing agency Hawke Media in Santa Monica that touts itself as your “Outsourced Digital CMO.”

Investing In Success

“When launching a business, it’s critical to do what you are good at; sticking with your core competency is an absolute must,” Huberman said.

If you’re great at creating a product, then focus on that and let experts in their respective fields come in and execute other business functions.

If division of labor is not convincing enough, consider this: It is not only expensive to attract top-tier talent, but also nearly impossible to lure amazing hires to your business in competitive markets where opportunities are plentiful. If you are a newer brand that hasn’t yet distinguished itself from other players in the market — or even an established brand exploring a new space — bringing on the top-notch talent you need can be time-consuming, expensive, and impractical.

It is common practice already to outsource your development team, accounting team, customer service, and many other facets of business. Doing so saves overhead, commitment, recruiting time, training time, and expenses of full-time staff, while allowing you to tap into experts without all the associated expenses.

The Benefits of Outsourcing

Outsourcing your marketing team has recently become a more common practice. And since there is still a very small community of successful, talented, and experienced “growth hackers” — or digital growth experts — trying to secure one full-time can cost well into six-figures per year. For new companies, or a company just exploring digital, this makes little sense.

If you’re a startup, small business, or an organization focused on other growth initiatives such as product, bringing your marketing efforts to an agency that can strategize and execute across multiple marketing channels could be key.

Additionally, you can get all the perks of having a multimillion dollar marketing staff, but stick within your budget. Outsourcing provides these digital experts — who have likely worked with top-tier brands — at a fraction of the cost with no long-term commitment.

According to Huberman, some of the other benefits include:

  • Cost: At much less than the cost of one full-time executive, you get an entire team of experts, and can expect cheaper ad costs and software costs, among others.
  • Access: With the right firm, you still get complete access to all of your data and learnings — no hidden fees/total transparency.
  • Time: You save on all of the time it takes finding someone — or trying to learn the entire Internet marketing field yourself.
  • Experience: Your team will benefit from the experience the marketing team brings to the table, such as familiarity with your target market and the many marketing channels and opportunities available.

“The benefits are endless,” Huberman said. “The alternative, trying to hire an entire team in-house, can be very expensive and usually doesn’t land you the same level of expertise and experience.”

Find the Right Fit

Of course, outsourcing marketing isn’t going to be the right call for every organization, and your job as the steward of your company is to know if it’s right for your capabilities. The upside of handling marketing internally? You will have your own people dedicated to finding creative ways to market your brand with the ability to pivot that strategy on the fly.

If you are well-financed, larger organization, it is important to have an internal marketing team as well. With agencies, you generally set up a strategy and execute, but you are not going to have a soldier finding strategic relationships and creative marketing strategies outside the standard scope of marketing.

Besides, who knows your company, product, or service better than your internal employees? They can bring a true passion and some on-the-ground knowledge to your marketing efforts.

Outsourcing your marketing team is a big decision for any company. Used correctly, it can bring plenty of value by putting your organization in expert hands. The key component is to truly know and understand your company and its needs, so you make the right choice for the future growth of your company.

Do you think outsourcing your marketing is a good idea? Why or why not? Share in the comments!

 
 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

China pledges $81 mn financial assistance for Afghanistan
Beijing, Oct 31 (IANS) China Friday pledged to provide non-reimbursable assistance of 500 million yuan (about 81 million dollars) to Afghanistan this year at an international meeting on Afghanistan held here.
 
 
EU seeks talks with Russia over goods duties: WTO
Geneva, Oct 31 (IANS) The European Union (EU) has sought a consultation with Russia over the tariffs the latter imposed on certain agricultural and manufactured goods, the World Trade Organisation (WTO) said Friday.
 
 
Virgin Galactic's spaceship crashes during test flight
Los Angeles, Nov 1 (IANS) A passenger rocket plane developed by Virgin Galactic's crashed Friday after suffering an "in-flight anomaly" during a powered test flight over the US state of California, the company said.
 
 
Bhopal fugitive Warren Anderson is dead (Roundup, Changing dateline)
Washington, Oct 31 (IANS) Warren Anderson, the former CEO of Union Carbide Corp, has died at 92 after living for 30 years under the shadow of the 1984 Bhopal gas tragedy that killed thousands.
 
 
 

Latest from the Network

Three Iraqis arrested on terror charges in Switzerland
Geneva, Nov 1 (IANS) Swiss authorities Friday said they arrested three Iraqi nationals suspected of planning a terrorist attack in Europe. The office of the attorney general of Switzerland said in a statement that the...
Read more on Politics Balla
 
Pakistan repatriates 29 Afghans
Islamabad, Oct 31 (IANS) Pakistan handed over 29 Afghans arrested during a military operation in its northwestern tribal region to Afghan authorities, the army said Friday. The Pakistani security forces had launched a...
Read more on Politics Balla
 
Less than half of Americans support stricter gun laws: Poll
Washington, Oct 31 (IANS) Less than half of Americans said they back tougher gun laws, which is significantly lower than the 58 percent recorded just after the 2012 school shooting in Newtown, Connecticut, that left 20...
Read more on Politics Balla
 
Zimbabwe's main opposition calls for fresh polls again
Harare, Oct 31 (IANS) Zimbabwe's opposition MDC-T party said Friday economic challenges confronting the country could only be resolved if the country holds free and fair polls. MDC-T president Morgan Tsvangirai told...
Read more on Politics Balla
 
Trapped miners confirmed dead: Colombia
Bogota, Oct 31 (IANS/EFE) Twelve workers trapped by a flood inside a coal mine in the northwestern province of Antioquia are dead, Colombian authorities said Friday. "With an inspection we made in the night hours, we...
Read more on Politics Balla
 
10,000 agents searching for missing Mexican students
Mexico City, Oct 31 (IANS/Prensa Latina) The search for the 43 students who disappeared in Iguala, in the Mexican state of Guerrero, continued Friday with participation of 10,000 agents, including federal forces,...
Read more on Politics Balla
 
Unicef wants unimpeded delivery of aid to kids in CAR
Geneva, Oct 31 (IANS) The UN Children's Fund (Unicef) Friday asked for unhampered delivery of humanitarian assistance to children in need of support amid the recent episodes of unrest in Central African Republic (CAR...
Read more on Politics Balla
 
UN calls for inclusive urban development
United Nations, Oct 31 (IANS) UN General Assembly President Sam Kutesa Friday called for an inclusive and sustainable approach for urban development that considers the needs of marginalised groups. Commemorating the...
Read more on Politics Balla
 
Ponzi schemer in US cheats residents of $22 mn, jailed
Washington, Oct 31 (IANS) If you have been one of those approached by some 'known' person for investing in something with an assurance of 'easy money', you may benefit reading about this Ponzi schemer, jailed in the US...
Read more on Politics Balla
 
China pledges $81 mn financial assistance for Afghanistan
Beijing, Oct 31 (IANS) China Friday pledged to provide non-reimbursable assistance of 500 million yuan (about 81 million dollars) to Afghanistan this year at an international meeting on Afghanistan held here. China...
Read more on Politics Balla