Outsourcing Digital Marketing Tasks: Merits, Risks, & How To Get The Best Result

  • 2 years   ago
Outsourcing Digital Marketing Tasks: Merits, Risks, & How To Get The Best Result

Generally, outsourcing as a management strategy has grown continuously since it gained popularity in the early 2000s, with the market currently valued at over $76.9 billion.

The Question Is, Why Do Companies Outsource? 

A global survey by Deloitte in 2016 shows that the major reason companies outsource is cost. Many companies utilize outsourcing as a cost-cutting tool. Other reasons cited by company executives included access to experts living in remote locations, better-quality output, and maintaining a manageable number of in-house employees.

That said, outsourcing has its pros and cons. In this post, we will be looking at the pros and cons of outsourcing, with emphasis on digital marketing.

Let’s start by examining the merits of outsourcing your firm’s digital marketing activities

The Merits of Outsourcing Digital Marketing

Access to Marketing Expert and Improved Technology

Digital marketing is a fast-paced landscape where only agile companies win. By outsourcing, get professionals who are on top of their games to help you manage your company’s marketing activities, which is the most essential aspect of your business.

When you hire the right digital marketing agency to take care of your online marketing activities, you are getting experts onboard. In addition, most digital marketing firms have access to the latest technologies and are usually the first to receive information about new products, product updates, and beta testing of hyper-growth marketing solutions and business tools.

So, if you are diligent enough to get the right team on board, you stand to gain not only from their expertise but their access to newer technology and strategies. 

Better-Quality Output

Good digital marketing firms employ many experts in one field to ensure top-notch services are delivered.

For example, if you outsource your google ads to a good digital marketing firm, they may have a couple of marketers working on it; starting from brainstorming to come up with the best ideas to creating the copy and finally proofreading, editing, and production. Each material produced goes through a process of quality check to ensure that the client is satisfied.

On the contrary, your business may find it overwhelming hiring 3 writers, and 5 marketing experts to produce marketing solutions. By partnering with a digital marketing firm, you get high-quality results for a fraction of the cost. 

Decreased Cost

Like I stated earlier, companies cite cost-cutting as the major reason for outsourcing. Outsourcing your company's marketing will provide you with the option to pay for the services you receive. 

Moreover, long-term outsourcing relationship with a marketing company is a tactical way of accessing a pool of talent at the price of one. In addition, some retainer agreements gives you the option to end the contract whenever their services aren't needed.

Fewer People to Manage

Employee management is hectic and the larger the number of people under your supervision, the more tasking it becomes. You have to deal with hiring, firing, employee motivation, and providing insurance coverage.

Outsourcing your marketing to a good digital marketing firm is an effective way to curtail additional managerial headaches while ensuring that your marketing is handled by experts.


Better Insight and Objective Viewpoint

For many companies, the in-house marketing teams are comfortable sticking to a strategy that has proven to be effective, even when it is becoming obsolete. 

Moreover, most in-house marketing executives find it uncomfortable suggesting a total overhaul of their company's marketing strategies. 

A good external agency may have zero affiliation with your firm. As such their aim would be getting you the results you desire so that you can continue your relationship with them. 

The Risks of Outsourcing Digital Marketing

As I stated earlier, outsourcing comes with some risks and here are some to keep in mind; especially when it comes to hiring a digital marketing agency or team

You Risk Hiring an Unreliable Agency

This is probably the worst nightmare faced by most business owners when outsourcing marketing activities. 

However, this problem can be easily tackled by creating criteria for selecting the right company, depending on which aspect of your marketing that you intend to outsource.

A starting point would be to look at their portfolio and online reviews to ascertain how they manage their clients' marketing campaigns.

Risk Ruining Your Company’s Reputation

While this is arguable, hiring an unreliable digital marketing company is one of the fastest ways to ruin your company's reputation. Some agencies don't have the culture of treating clients' customers as theirs.

So, when hired to take care of marketing functions that require interacting with customers, they perform badly, putting your company's image at stake. 

Furthermore, outsourced marketers may not care as much about your company as an in-house team. And they certainly don't know as much. They have zero concern for the overall well-being of the business. Their objective is to accomplish specific tasks for which they are being paid for.

A good tactic to hire a concerned, reliable outside digital marketing agency, is to watch out for how much they want to know about your company during your initial meetings with them.

If they are not asking questions to understand your business, do not hire them.

Loss of Control

Nothing beats access to your team anytime you need them. This may not be easily obtainable with an outsourced team. While you can contact the agency via email or phone call when you need them, the level of control that you have will be reduced. 

To reduce this risk, ensure that you hire a responsive agency that has a proven process of documenting everything from marketing spend to results. You should also have access to this document at any time of the day.

What To Do To Get The Best Result From Your Outsourced Team 

Though outsourcing your company's marketing comes with a couple of risks, the benefits far outweigh the demerits.

As a safety net, you should have an in-house marketing manager who oversees and communicates with the outside marketers.

But more importantly, you should do your homework to make sure that you hire a reliable team that cares about your business as much as you do.


About the Author

Ali Soudi is the Marketing Manager, Be Unique Group, a leading Digital marketing firm with offices in Dubai, Abu Dhabi, New York, Georgia, Hong Kong, and Singapore. A thought leader in the digital marketing space, Ali enjoys sharing marketing tips that benefit small businesses.