Marketing is key for any business, but especially one that’s just starting out and looking to scale. After all, if you don’t get the word out, people won’t even know you exist! What’s the best way to go about it, though?
More importantly, what’s the best way to go about it if you’re on a budget?
Well, more and more people are taking the route of outsourcing their marketing (as opposed to handling it in-house with a dedicated team). This can be a great, cost-effective option for start-ups and small businesses, though it’s not without its downsides, too.
Let’s take a look at the pros and cons, as well as what to look out for when choosing a marketing agency. But first…
What is outsourced marketing?
Outsourced marketing basically involves using an external agency to manage your business’s marketing activities.
You can either get them to oversee all aspects of your marketing, in which case they’ll likely develop a strategy for you, or just a few select areas that may require specialist knowledge (e.g. your social media presence or SEO and website development).
What’s the difference between in-house and outsourced marketing?
It’s important to understand how the two differ so that you can make an informed choice, and ultimately one that’s right for you and your business.
In comparison to outsourced marketing, marketing which is in-house typically involves a small, dedicated team – or even a single person. It might even be you, as the business owner!
This means you’ll either need to employ someone to do the job, or find time to fit it into your schedule.
What are some of the pros of outsourcing marketing?
One of the main benefits is being able to work closely with an agency that has access to the latest marketing tools and technologies. Your business will benefit from all this without you needing to purchase any of it yourself.
You’ll also get access to different perspectives than if you were to simply do it yourself. This can be really beneficial, as being too close to the business can mean you lose the ability to be objective and spot potential issues.
Outsourcing to freelancers or other companies also frees you of the duties and responsibilities you would have if you chose to employ a dedicated marketing team instead. These include things like recruitment laws, registration, insurance, various health, safety and equality duties, payroll and the legalities of sick and maternity pay.
What’s more, outsourcing allows you to adopt a more flexible approach, as when you start working with an agency, you have the benefit of being able to increase or decrease the number of services you require as and when you need to.
And the cons?
First and foremost, it may be hard to find an agency that understands the unique needs of your business. You want an agency with different perspectives, but, at the same time, these could actually cause them to try and take your marketing in a direction you’re not entirely comfortable with (or ready for).
Learning to trust their direction could take time – time that you may not have if you’re hoping to grow your business quickly.
You may also notice a lack of loyalty and/or commitment when working with freelancers or other companies, and this is because they (understandably) don’t feel the same level of investment as a permanent employee would.
If you’re hiring a freelancer, one other thing to watch out for is that they don’t fall under IR35. This is when someone is working for a client (you) on a supposedly self-employed basis, but the relationship is actually more like they are an employee, or an employee-in-disguise.
Failing to comply with IR35 rules can result in financial penalties.
What to look for in a marketing agency
Broadly speaking, you want to look for one which offers a diverse range of services, from digital and social media marketing to web design and copywriting.
Whether you have an immediate need for all of these right now or not, it’s still good to have the option – just in case.
A proven track record (and the accompanying experience) is also a crucial factor, as you’re effectively placing your trust in someone you don’t know, and so you need to see evidence they’re capable of getting the job done.
Otherwise, it’s a complete shot in the dark.
Good communication is also important, so that you’re kept in the loop and can track the progress you’re making (via things like monthly reports or meetings).
And, again, you ideally want someone who just “gets” your business, as this will make the whole process much smoother, allowing you to scale at a faster rate.
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