How It Works

 What is Outsourced Marketing?

Outsourced marketing is the engagement of a professional marketing company to serve as your firm’s marketing department.

7 Signs You Are Ready for Outsourced Marketing

  1. You do some marketing stuff but have no real plan.
  2. You want to be able to focus on running/growing your business.
  3. Your marketing is not getting done consistently.
  4. You want/need to take your marketing to the next level.
  5. You believe you can “let go” and partner with a trusted marketing team.
  6. You know you can’t get all the skills you need in a single hire.
  7. You feel overwhelmed by the many ways that marketing is changing – and changing fast!

Best Practices for Outsourced Marketing

 Set goals together

When interviewing potential marketing companies, make sure to talk about the goals you have for your business, the general budget you have to achieve them and the timeline you hope to achieve them in. With an outsourced marketing company, you will be setting and tracking goals regularly, so you have to be on the same page in this process.

Clarify expectations together

Decide how often and in what format you and your outsourced marketing company will communicate with each other. Both of you must agree on the frequency and type of check-ins and accountability you need to be comfortable and successful. You may want to have a bi-weekly conference call to get an update on projects, a weekly email summary or a monthly face to face meeting, for example. When you are both clear on the best times and ways to reach each other, you’ll pave the road to success.

 Understand the difference between outsourcing and employing

While an employee works exclusively for your firm during his or her working hours, your outsourced marketing company serves several clients simultaneously.

You should expect a high level of response from any partner you work with, but it may not be realistic to expect that an outsourced partner will be able to provide instantaneous response to every question or request. By setting clear expectations on communication and response times, you will avoid a frustrating experience.

 Hire a firm to work with you, not for you

The best outsourced marketing partner will not simply take your direction and execute. The right firm will be a partner in your business, a partner that brings new ideas to the table, suggests new ways of doing things, gives you information and insights to make decisions, and pushes back on your ideas when appropriate. This is what you want in a successful marketing relationship.

 Designate a leader of your marketing team

The best marketing teams are collaborative and cooperative, with several people offering their talent, ideas and insights. But there does need to be a designated leader, a chief marketing officer. For the most productive outcomes, the outsourced marketing company serves as the chief marketing officer, owning all decisions, sign offs, etc. (with critical input from you and all appropriate parties) and having the responsibility to keep the marketing moving forward in the right direction. To be successful, your outsourced marketers need to have your trust and confidence so they can do their jobs and make decisions on behalf of your company.

 Share your expertise, provide timely feedback

A successful relationship with an outsourced marketing group relies on an open, steady flow of communication so that your marketers can use your industry knowledge and subject matter expertise to create meaningful, relevant content for your key audiences. Success is also dependent on your providing feedback and sign offs – or assigning someone in your firm to handle them – so that your marketing will move forward.

Embrace creative differences

Much of marketing involves a creative process and how much – or how little – you like a piece of copywriting or a design is highly subjective. While it’s critical to offer honest feedback, it’s just as important, however, to not give up on your creative team if their first efforts do not work for you. Give them the opportunity to rewrite, redesign, rework as part of the process. You may be pleasantly surprised with how well a good writer or designer can take your feedback and transform a piece into something that works perfectly.

Types of Organizations That Benefit Most

Small to midsized, entrepreneurial organizations where:

  • The owner has been doing his/her own marketing.
  • There is no in-house marketing staff or department.
  • The VP of Sales is serving as VP of Marketing.

To learn more about the benefits of outsourced marketing, contact us.