Have you ever heard that marketing is the lifeblood of any successful business? It’s an often-repeated mantra that has stood the test of time because it’s undeniably true.
While there are various types of marketing, digital marketing is one of the most essential in this digital age where a whopping 4.9 billion people around the world use social media. So, if your business isn’t using digital marketing, you’re missing out.
But should you do it in-house or outsource it to an agency? According to one source, the global digital marketing and advertising segment was estimated to be worth $350 billion in 2020 and is on pace to grow to $786.2 billion by 2026. You’ll want to make the best decision for your business.
Keep reading to see three key reasons why outsourcing digital marketing might make sense.
Quick Answer: Should You Outsource?
For most small to medium-sized businesses, the answer is **yes**. Outsourcing provides immediate access to a team of experts for less than the cost of hiring one in-house manager. It allows you to get a better-quality result, faster, while you focus on running your business.
What Does Outsourcing Digital Marketing Actually Include?
When you “outsource,” you are hiring a dedicated digital marketing agency to plan, execute, and manage all or part of your marketing strategy. This gives you instant access to a team of specialists, including:
- Search Engine Optimization (SEO) experts to get your website to rank on Google.
- Pay-Per-Click (PPC) specialists to manage your paid ad campaigns.
- Content Marketers to produce blog posts, articles, and press releases.
- Social Media Managers to build your brand and engage with consumers.
- Email Marketing specialists to build and nurture your customer list.
Reason 1: You Know Marketing Is Vital but Lack a Strategy
It’s one thing to know that digital marketing is essential — but it’s another thing to understand how to plan and execute such campaigns. A good agency doesn’t just “do tasks”; it builds a complete strategy for you.
An agency will help plan and launch social media strategies, create digital advertisements, and produce blog posts. One of the benefits of using social media for marketing is that you can easily reach your target demographic based on factors like:
- Age
- Gender
- Region
- Marital status
- Hobbies and special interests
A digital marketing agency can maximize the impact and return on investment (ROI) so that you achieve your objectives. In addition to helping with campaigns, they will monitor progress with advanced analytics and make any necessary changes.
Reason 2: You Want to Focus on Core Competencies
When running a business, you might barely have enough hands on deck to keep your operations running like a well-oiled machine. It’s common in a small business to have workers wearing multiple hats. But there’s such a thing as stretching people too thin.
That’s not what you want when it comes to marketing. It’s best to have a dedicated marketing team. If you’d rather focus on your company’s core competencies (like product development or customer service), it makes sense to outsource digital marketing to a qualified third party.
Marketing, digital or otherwise, is a full-time job. You can’t afford a scenario where you or your staff are working on it sporadically. An agency will prioritize your marketing, analyze results based on key performance indicators (KPIs), make any required tweaks, and keep you in the loop the whole time.
Reason 3: You Know It’ll Cost More to Set Up a Marketing Department
This is often the deciding factor. According to one source, the average salary for a marketing manager in the U.S. is close to $84,000 annually, plus benefits and other compensation. That’s just for one person.
If your business wants a whole marketing department (a social media manager, an SEO specialist, a content writer), each additional team member will require tens of thousands of dollars more. Do you have that kind of money to build a marketing team from scratch?
You can find a digital marketing agency that gives you the expertise of an entire team at a discount versus doing everything in-house. Chances are good you’ll save money by outsourcing—especially if doing the latter means hiring new staff.
Are There Any Disadvantages to Outsourcing?
To provide a fair picture, outsourcing isn’t perfect for everyone. You should be aware of the potential trade-offs:
- Less Direct Control: You are trusting an outside team. You can’t walk over to their desk to ask a question. This is why clear communication is essential.
- They Aren’t “In” Your Business: A great agency will learn your business, but they will never be an employee. They may not catch the small, day-to-day cultural nuances as quickly.
- Finding the Right Fit: There are many low-quality agencies. Finding one that is trustworthy, transparent, and skilled can take time and effort.
How to Choose the Right Agency
If you decide to explore outsourcing, here are a few quick tips:
- Check Their Case Studies: Do they have proven, measurable results for businesses like yours?
- Ask for References: Talk to their current or former clients.
- Ensure Clear Communication: Do they set clear expectations for reporting and meetings? You should always know what you are paying for and what the results are.
Conclusion
These are three reasons why outsourcing digital marketing might be the right choice for your business. You’ll want to be strategic and avoid making hasty decisions. But if you can relate to any of the scenarios above—lack of strategy, lack of time, or lack of budget for a full team—it makes sense to explore outsourcing.
Frequently Asked Questions (FAQ)
What is the average cost to outsource digital marketing?
Costs vary widely. Some agencies work on a project basis (e.g., $5,000 for a new website), while others use a monthly retainer (e.g., $1,000 – $10,000+ per month). In almost all cases, this is less expensive than hiring a single, full-time in-house marketing manager.
Is it better to hire an agency or one in-house person?
Hiring one in-house person gives you full control, but that one person is unlikely to be an expert in everything (SEO, PPC, social media, and content). Hiring an agency gives you instant access to a full team of specialists for a comparable (or lower) price. A hybrid model, where an in-house manager coordinates with an agency, is also very popular.
What’s the main benefit of outsourcing marketing?
The main benefit is instant access to a full team of experts. You don’t have to spend months recruiting, hiring, and training. You get a team of specialists who are already at the top of their game, ready to start on day one, for a single, predictable monthly cost.
