Now, more than ever, businesses need to be able to adapt to meet rapidly changing circumstances. Business agility and digital transformation dominate the corporate conversation and have given rise to the trends towards lean workforces and a gig economy. Almost a million self-employed Australians now work on a freelance or project basis vs a permanent role, according to a recent article in the Sydney Morning Herald. Careful and strategic outsourcing can offer businesses a means to achieve growth, but what are the considerations when deciding to outsource an important business function such as marketing?
You’re busy running your business and trying to grow it, all while managing endless demands on your time and resources. The “to do” list grows faster than you can cross things off, important tasks aren’t getting the attention they need and there simply are not enough hours in the day. You’re wearing all the hats and something’s got to give in order for you to move your business forward. It’s time to look closely at where and how you spend your time: what is it delivering, is it playing to your strengths and expertise, and where would it best be spent.
By strategically outsourcing the functions of your business that suck up too much of your valuable time and are outside of your core capability you’ll be freed up to refocus. You can effectively dedicate time and energy to working on your business and where you want to take it, rather than constantly working in it. Marketing is too important to continually fall off a too-full plate. If you have neither the time nor the right skills, it’s time to look for an outsourced marketing team.
Cost and flexibility
Hiring is inherently risky and employing the right people is challenging for all businesses. Add to this uncertainty about the future and how to recruit for it. Do you (or should you) build an inhouse marketing team? Consider this: is recruiting the right skills, experience and seniority within your budget? Do you have the office space and facilities to support them? And not forgetting that it takes time and money to attract, hire and induct or train new staff.
Outsourcing offers flexibility, reduces your overhead and often works out to be more cost-effective since you pay only for what you need and can scale up or down.
Quite often a big cost challenge lies with accessing top-tier senior talent. We routinely see businesses who can’t afford or don’t need a full-time senior marketing executive such as a CMO or Marketing Director. There is, however, a recognized need in the business for this level of senior, strategic, marketing professional. Marketing is reactive and ad hoc, for example. No one is leading the marketing effort or able to advise the business on what it should be doing. There is no structure or processes in place. Reporting is erratic or non-existent, you don’t know what is working and what is not.
You may not be able to pay a C-level marketing salary, but outsourcing could grant you a CMO-level person to work with on a flexible basis that suits your size and budget.
Access to skills and expertise
Marketing has so many moving parts in the mix, from social media to SEO, content marketing to collateral, email marketing, database management, events, brand management, websites, advertising, loyalty… the list goes on!
Even if you have an inhouse marketing team of two or three people it’s unlikely you’ll have the full range of skills and specialist knowledge needed for your marketing to function like a well-oiled machine at all times – nor will you necessarily need the full range at all times. Outsourcing to experienced experts allows you to tap into the specific skills you need at a specific time or for a particular project. And note – you should expect the quality to be far superior compared with what you might be able to do yourself.
What about outsource marketing more broadly?
Twinlife Marketing’s MD and Founder, Sonja van den Bosch, says “Marketing should be a key driver of growth in your business. Outsourcing marketing leadership is a strong first step in injecting high level expertise into your business, which combines the right strategy with the right execution, for long-term success.”
The expertise and marketing skills your business needs may be more than specialist niches. You need marketing leadership and project management. Experienced professionals who can handle the complete marketing lifecycle from strategy development to implementation direction to tracking and reporting so that marketing is set up to become ongoing and consistent in your business. Someone to mentor and develop your inhouse marketing star-in-the-making.
This is when an outsource marketing company can really add value as opposed to a single freelancer or additional headcount in your marketing team. Instead, you’ll have access to a whole team of highly skilled, experienced marketing experts with a diverse range of skills. We become your outsourced marketing team, supported by processes that have been proven and fine-tuned over the past ten years.
A “win-win” approach
Outsourcing your marketing could be one of the best decisions you ever make and one that actually makes marketing work for your business. Our Outsourced Marketing service is a great option if you are serious about improving or setting up marketing within your business. As your strategic marketing team, we will align your marketing strategies to your business goals, direct and guide your marketing activities, and support your team to meet those goals. We also share our knowledge and expertise to leave your organisation’s marketing capability in far better condition that we found it. To find out what our clients say about outsourcing, and about how working with Twinlife Marketing has worked for them click here.
We also know that picking the right partner to outsource your marketing to is critical. It’s not only a question of finding the right skills and expertise it’s also about the right “fit”. Strong, productive relationships start with open and honest conversation, so please talk to us today!Tags: business growth, leadership, marketing, marketing strategy, outsourced marketing