03 Jan 2018
Okay so which is best? Outsourcing your Internet Marketing to a consultant/agency or employing an in-house marketer?
Unfortunately there is no right or wrong answer and can depend on a number of things… your business model, industry, location, competition, business goals and of course budget.
Before I continue, I just want to clarify what I mean when I say Internet Marketing as its a collective term used for a variety of tactics. Marketing a business effectively online will usually require of a combination of some or all of these tactics, each being specialist areas… Search Engine Optimisation (SEO), Social Media Marketing, Pay-Per-Click (also known as PPC or Google AdWords), Email Marketing, Conversion Rate Optimisation, Content Marketing, Online PR and Mobile Marketing etc.
Now some businesses hire in-house and then decide to outsource. Others outsource then hire in-house. And some businesses ‘mix and match’… outsourcing for specialist areas and keeping some areas in-house.
At the end of the day, choosing whether to outsource or hire in-house is not simply a case of looking at your budget and choosing whichever option costs less.
Here’s some things to bear in mind when deciding which might be best for your business…
Outsourcing vs hiring in-house
When you outsource your Internet Marketing you are benefiting from a team of people who all have various areas of expertise. If you keep that work in-house, your budget may not allow you to hire such a diverse team of experts.
One of the main benefits of employing in-house however is you have a permanent, full-time employee who is physically present… in-house employees are always accessible. You can also give close supervision and collaborate in real time at all stages of your marketing process.
On the other hand, Internet Marketing done by a professional marketing consultancy or agency is more likely to work, and work faster, generating additional profit for your business. And remember that 100% of your spend will go into your project and not on lunch breaks, internal meetings, specialist training etc.
Plus hiring a single marketing person usually isn’t enough. Running successful Internet Marketing campaigns requires a team of at least 2-3 individuals who are experienced in their field, whether it be marketing strategy, SEO, copywriting, brand, Google AdWords etc.
When you employ someone you also need to think about recruitment time/costs, training, salary, paperwork, holidays, sick days etc. And how much of your valuable time will be required to oversee the work?
Another benefit of outsourcing is that consultants and agencies perform the same tasks over and over so become highly specialised in each piece of the marketing jigsaw. They keep up with what’s happening in the online marketing industry, what’s new, what works and what doesn’t. This specialisation creates efficiency in both strategy and tactics.
Finally when I started writing this blog post I wanted to give equal attention to the pros and cons of hiring in-house vs working with a team of consultants or an agency. However I’m aware that this article actually leans towards outsourcing your Internet Marketing. This definitely wasn’t my intention but I do think the benefits of outsourcing actually speak for themselves.
If you have any questions please don’t hesitate to get in touch.
Thank you for reading.