When Does It Make Sense to Outsource Digital Marketing?
While more and more companies want to improve their bottom-line through digital marketing, many businesses lack the resources to perform various digital marketing initiatives in-house. To overcome this impediment, businesses are seeking help externally. Here are 4 occasions when you should outsource their digital marketing:
When you find digital marketing too complexThe digital landscape is always changing and it’s difficult for you to stay on top of the latest trend while maintaining your day-to-day operations. Digital channels such as Google are constantly updating their algorithms (i.e. Hummingbird) which affect how you populate your website and rank on search results. Other platforms such as Twitter and Google AdWords are also always coming up with advanced advertising tools that make it overwhelmingly difficult for you to keep up-to-date with the latest releases and identify how these products best suit you. In this case, you should outsource you digital marketing. By having a marketing agency to create and optimize your advertising campaigns, you can focus primarily on your core business and grow your brand. This will help you kill two birds with one stone as you’ll be able to increase revenue through effective digital marketing while boosting productivity by focusing primarily on your core business.
When you need access to specialized skillsDigital marketing is highly technical and requires you to have a solid foundation in IT and programming. You have to understand coding so that you can create conversion goals and funnels in Google Analytics, implement codes on your webpages so that you can run split-testing, and update your site so that it has proper website architecture. These capabilities are required in the current business world in order for you to remain competitive. However, while many businesses and marketers such as yourself understand the importance of a technical background, many marketers have a dearth of knowledge in this area. This as a result causes many businesses to lose prospects to archrivals that are able to attract potential clients through robust digital channels. To overcome this problem, companies or marketers like yourself have to outsource their digital marketing to a digital marketing agency; agenices have the IT background and marketing knowledge that’ll help you build successful ad campaigns, create a sales-driven website, and measure their performance effectively with tools such as Google Analytics and Visual Website Optimizer.
When you want to see concrete, measurable resultsOne of the chief benefits of digital marketing is its ability to track all online footprints and determine the impact of digital activities. For instance, by setting up a multi-channel funnel in Google Analytics, you can see how a newsletter has induced a customer to visit your website, encouraged a visitor to search for you on Google, and convinced a prospect to click-through a display advertisement. This ability to measure the precise impact of a digital initiative enables you to see if your digital programs are benefiting your bottom-line. However, you can only see these concrete results if you’re proficient with various digital tools. This is where a marketing agency can help. By outsourcing your digital marketing to a marketing agency, you can request the agency to be accountable for the entire outcome and show if they’ve helped you achieve your business goals through their digital programs. For instance, if you want to increase your revenue by 8% in 18-months through digital channels, you can ask the agency to show how their AdWords campaigns, Facebook and Twitter communities, and optimized website have helped you reach this goal. If the objective isn’t met, you and the agency can discuss on how this goal can be achieved going forward.
When you lack internal resourcesWhile large corporations have marketing teams, smaller companies often lack the capacity and financial resources to support a marketing department. If that’s the case for you, outsourcing your digital marketing allows you to have a marketing team without the IT infrastructure, training programs, and office space. This enables you to minimize your marketing expense and place your marketing responsibilities into the hands of external marketing professionals.As more businesses commonly use digital marketing to promote their brand and generate sales leads, having a strong digital presence is essentially mandatory for companies for all fields. However, in order to have prolific digital programs, companies and their marketing teams need to have a strong foundation in programming and IT. This is clearly not the case for most businesses or marketers. However, thanks to marketing agencies, businesses can outsource their digital marketing and ask the agency to stay relevant to the latest digital marketing practices, execute digital initiatives effectively, and most importantly, deliver results.At Smartt, we pride ourselves in helping our clients to use digital marketing to achieve their business goals – whether it’s to increase sales by 10% in 18-months or attain 250 new clients by the end of the year.If you want to see how digital marketing can you help reach your business objectives, please contact us and we’ll be glad to take a look at what we can do for you or attend our monthly P.A.C.E. Digital Marketing Training Course.