Considering outsourcing your marketing?
If your business has more than 40 staff, stop reading here, as this isn’t for you. If your business has less than 40 staff, please continue. This is a set of questions to ask yourself before you look at whether you should be outsourcing your marketing.
1. How old is your business?
Sort of a trick question, because it doesn’t matter. You need to be marketing your business from the moment you decide to start it, to the moment you close it down or sell it. Whether your business is one day old, or 10,000 days old, you can consider outsourcing your marketing if it fits the following criteria…
2. How big is your business?
We (sort of) answered that question in the first paragraph, but let’s put a little more meat on the bones around what was said before.
The reason for putting the arbitrary number of 40 people before you was because, at that point, your marketing is most likely complex enough to need to have an internal marketing team. Let’s ask some better questions…
3. How many products or services do you sell?
The more products or services you sell, the more complex your marketing needs. More so if they’re unrelated. There will come a point where outsourcing doesn’t make sense, as it would be more expensive than having your own marketing team.
4. How many markets do you sell to?
By this we mean industry sectors and countries. Each industry sector will need to see different marketing because, even if they use the same product/service, they will probably use it slightly differently, use it to solve a slightly different need or use different terminology. You have specific terminology and jargon you use – they will all have their own too. Each one needs a different programme of activity.
5. What marketing skills do you have internally?
For this question, let’s assume you have developed your own marketing strategy and plan, so you know what skills you need. Which of them do members of your team possess?
How many good writers do you have?
- Can anyone build you a website?
- Have any of your team got experience running Google Ads campaigns?
- Which people in your team can write, build and run email marketing campaigns?
- Have you or anyone in your team any experience of Google Analytics or Search Console so they can assess the performance of your online marketing?
- Any photographers?
You get the picture. If you have the skills internally, you may not need to outsource.
6. Are these skills available?
It doesn’t matter how good your third line support engineers are if they are busy supporting your clients. There is no sense in using an animation expert to write and schedule your social media posts if they have no time available.
It is a simple question of priorities and opportunity cost. If you or your team are better at your/their core skill(s) and you can generate more money doing that, then you are better off outsourcing.
7. Do you want to do your marketing?
Nobody should do what they don’t like doing. Even if you are a very good marketer, if you don’t like it, you are better off spending your time running your business than doing the marketing.
8. What should you spend on marketing management?
If you are, lets say, VC-funded, you’ll have the money available to start with an in-house marketing team from day one, or at least early on. If not, it doesn’t make sense to recruit until you are spending, at least, a Marketing Manager’s salary on outsourcing your marketing. An entry-level Marketing Manager will earn around £25K per annum, but if you want someone with experience, you need to add a further 60% onto that. Including NI and pension contributions, that means about £45K per year.
An outsourced Virtual Marketing Director will cost more per day, but you are paying for huge amounts of experience, flexibility, and convenience. If you are using much more than one day a week of marketing management time, you should start reviewing the situation.
9. How many marketing service providers do you use?
If you’re managing your own marketing and use a number of different suppliers, you are likely to be using up a lot of time. SEO, website (often different agencies), email, PPC, content etc. All will have demands on your time. If they aren’t, that is worrying.
The more service providers you are using, the more likely it is that you should be outsourcing your marketing management. A virtual Marketing Director will ensure they are delivering and aren’t trying to pull the wool over your eyes.
10. When you think you need one, you actually need at least two.
At the point you start considering bringing your marketing in-house, you should stop and think about what you want bringing to bring in-house. Is it the marketing doing, or the marketing managing? A good Marketing Manager won’t want to do much of the doing. The marketing doer is unlikely to, yet, have the skills necessary to do the strategic side of the manager’s role.
Bringing at least some of the marketing doing in-house can make sense relatively quickly, particularly if you do a lot of social media and content marketing. However, that person then needs to be managed too. Do you have the time and expertise to ensure they are doing what they should be doing? Using the outsourced provider to help you manage the “doer” can be highly effective.
11. Did you choose the right Marketing Manager?
The aim of all good Virtual Marketing Directors is to help you grow the business until it makes sense for you to bring things in-house. It means they have helped you grow substantially in the time they are working with you. Recruiting, as you know, isn’t always easy. It makes sense to keep the outsourced help for a while after you recruit. They will need to:
- Ensure the new Marketing Manager is brought up to speed on what has been happening
- Handover all the relevant usernames, passwords etc.
- They can also be there as a backup – just in case…
Making the choice whether to outsource or in-house your marketing management isn’t simply a question of budgets. There is so much more to consider.
Once you have gone through the questions to ask yourself before outsourcing your marketing, and it seems like outsourcing is the right answer for your business, let’s talk about how it works. Give us a call, on 020 8634 5911, or click on the button below.