Starting a small business is like building a house for sale. You need an architect to plan the whole project out beforehand, then you need some really heavy machinery to work on building solid foundations for your house and finally you need to have qualified workers to operate those metallic monsters. However, once you’ve completed your house, the work doesn’t stop there, now you’ve to sell it to a real customer. As a result, architects, workers and heavy machinery won’t be of much use to you here. In fact, what you need is a real estate agent to market the house for you and find interested parties to bring them back to the property. Similarly, small businesses should focus all of their efforts on building themselves sky-high instead of just wasting valuable resources on doing things which are outside of their domain of expertise. Hence, marketing outsource is probably your best option, and here are a few reasons as to why:
Is there a ‘doctor’ in the house?
Seriously, would you let yourself be operated on by someone who isn’t a qualified surgeon or medical doctor? Probably not, as they don’t have the expertise or the knowledge on how to perform the necessary procedures. The same can be said for marketing. Your staff members aren’t qualified marketers, but designers, programmers, managers, and so on. Training them into successful marketers will not only cost you time and money but it will require a lot of trial and error until they finally reach the required level of expertise. Moreover, marketing doesn’t consist of only one thing but requires a diverse skillset to be done effectively. As such, you’d need to have a rare jack-of-all-trades employee to fulfill this role, whereas marketing agencies have a whole team to fill in the gaps. Apart from the expertise, agencies have valuable insight on what works for your particular niche and understand your brand and how to market it to your specific audience a lot better than you do.
You don’t kill time, time kills you
Although this saying is primarily used in the sense of wasting someone’s own personal time, it’s applicable to both individuals and small businesses alike for a few reasons. First of all, there’s a time limit each day for you and your co-workers to finish their daily workloads. Adding more tasks to their queue will only disrupt their workflow, and they’ll probably have to work overtime as well to manage everything. Consequently, you’ll just burn them out and they won’t be motivated to complete even some of their most basic tasks. Furthermore, by doing so you also divert the focus from your own business and the time that could’ve been used to grow and expand your business was instead used elsewhere. In addition, when you count the time needed to create quality content for your blog, or the time for proper social media engagement, both amount to at least a few hours of work each day, or in other words a full-time job. Plus, that’s just counting these two marketing strategies without taking all the others into consideration such as SEO, video, e-mail marketing, and so on.
Kickin’ it old school
Apart from digital and content marketing, there’s also promotional marketing to consider. This ‘old school’ way of doing it is still pretty much legit, as can be seen by large corporations utilizing such techniques on a daily basis to increase their brand awareness. This is because, despite living in a digital age, we still need to use our physical forms right? We spend a lot of our time on the internet, on our smartphones, blogs, and social media accounts and this is what makes digital marketing worthwhile. Yet, we tend to forget that we also spend a lot of time with certain everyday objects such as pens, bags, and other accessories in our daily routines. So, by getting some quality promotional pens for your customers you’ll successfully turn them into your brand ambassadors as long as they carry those pens around with them. In addition, it’s important to note that the quality of these merchandise goes a long way, and if you tried to make some yourself rather cheaply, this whole marketing effort could completely backfire and achieve the opposite effect.
Tools of the trade
Today, technology is advancing at the speed of light and it’s sometimes hard to keep up with the demand. Acquiring new, modernized, software for your own in-house marketing is extremely expensive. Likewise, by outsourcing your marketing efforts to another company, you not only get a new set of eyes with fresh ideas and a unique perspective, but you also get access to their high-tech equipment as well. When you compare the costs of re-training and maintain a few full-time employees of your own, buying all the software, in-house marketing is simply not worth it. At the end of the day, it’s all about the bottom line, and knowing just how effective your marketing was is vastly important. Marketers have tools to pinpoint the exact conversion rates, click-through rates and your overall ROI, so you know exactly where you stand and how effective your strategies have been so far.
In conclusion, use outsourcing to funnel all of your resources on building a tall skyscraper out of your business instead of a tiny house made of straw due to being all over the place.
Also published on Medium.