When entrepreneurs start out with new companies, they end up doing everything on their own. This includes the marketing leg of the business. One would find employees from other teams trying to implement marketing activities. This is alright when they begin. However, business owners soon realise that proper marketing and sales is important for growth and success. This leads us to the two ways one can access a good marketing team – a) hire a full in-house marketing and sales department or b) outsource it to an agency. For small or young companies, the latter is the better choice as they may not be able to handle the expenses required that come with the former option. Outsourcing isn’t meant just for the bigwigs with big businesses. It also helps small and medium enterprises to:
- have their marketing and sales taken care of by experts
- drive internal efficiency
- leverage the latest in marketing technology and software
- leverage scalability whenever required
- reduce costs of maintaining an in-house department
It can be a solid strategy for small and medium companies for reasons that we are going to elaborate on in this blog.
- You get to focus on your forte and let them bring the expertise to theirs
Your forte and core competency is your business. Their forte is marketing and sales. When you let the experts handle the marketing, you allow them to bring in a wealth of knowledge to guide the direction of your business’ growth. You benefit from a deep pool of skill, resources and expertise of the field. Although there are a good number of marketing tools out there, you need to remember that marketing trends are always changing and fast. And without a proper strategy in place, your efforts will turn into shots in the dark. A marketing agency comes with a broad marketing knowledge, skilled professionals, and all the necessary technology and new forms of communication. So you can focus on your primary duties knowing your growth is being nurtured in trustful hands.
- You can scale manpower quantitatively as well as qualitatively
With technology and the new form of communication, marketing has changed quite dramatically from what it used to be just a decade ago. To keep up with all the old and new change, and to reach potential clients on various platforms, it is necessary to be able to access the expanded talent pool of the marketing industry. They invest in keeping employees abreast with technology and the latest advancements in the field. So when you outsource to a marketing agency, your company can tap into a wide range of online and offline marketing expertise – strategists, analysts, product specialists, brand managers, communicators, creative heads, e-commerce experts, advertising specialists, content writers, content disseminators and so on and so forth. That’s the qualitative scaling you can do. With quantitative scaling, whenever the need arises, you have the manpower to keep up with the fluxes in work heft. This way, the marketing department scales with the business and not vice versa.
- Your operational costs are lower, and the time you save is considerable
You save substantially when you aren’t:
- setting up your own marketing team from scratch
- taking up additional office space
- investing in computers, software and other technology
- paying overhead costs
- operating a team
- frequently having to train them, replace a member who has left, and re-train the rookie
- managing vendor relationships
When you outsource, you pay only for the services you require. Contrary to popular outsourcing myths, the costs you pay aren’t vague and won’t skyrocket without notice. With a good agency, you will have the transparency to discuss services for suitable payment plan that’s adjusted to your business requirements and challenges. Moreover, outsourcing frees up valuable time for you to focus on your core business functions without spreading yourself thin across all departments.
- Your business is streamlined for growth and success
This happens on different levels. Firstly, these marketing agencies are the pros of the industry who know the field and technology, and already recognise the processes that will work for your business. Having worked with other clients, they are familiar with different approaches, the techniques that will or won’t work, and they have the capabilities to review your processes, suggest useful changes to remove inefficiencies, and make it smoother. So you eliminate disastrous mistakes right from the get-go. Secondly, the agency’s targets are in accordance with your goals, they can look at your business from an objective standpoint as well as from the customer’s perspective, and offer fresh ideas from outside. Lastly, we all know that sales and marketing are two departments that must work in tandem. When the marketing is structured and targeted, prospects are already quite familiar with your product, brand and credibility. So they are nicely lined up for the sales team to follow-up on them and close deals.
- Your marketing processes remain consistent irrespective of deterring external factors
As you progress, you will find many factors acting as a deterrent to your marketing efforts – business fluctuations, new projects, competitive pressures, customer demands, market turbulences etc. This is the time when you don’t want to get distracted from your focal marketing activities, but you also need to address the preponderant changes that affect your business. That’s when outsourcing shines in all its glory! Irrespective of what is going on with your business, the agency continues to overlook your marketing projects, take action on key activities, and maintain the momentum from start to end. So you own the pleasure of letting them do the worrying about keeping your marketing up to date and raking in the leads, and only touchdown with them to discuss new strategies to trial.
While outsourcing isn’t a foreign concept, there are so many invalid inferences drawn from the misguided ideas circulating about, that businesses may shy away from this process, and inevitably miss out on its generous advantages.
As pointed out earlier, given the benefits of outsourcing, there is a reason why this trend is catching up with many companies and why you shouldn’t hold your company back from it.