Digital marketing can feel like learning a foreign language. You start with the basics: Setting up a website, posting on social media, maybe running a few ads.
But then come the algorithms, keyword strategies, and endless data reports, and suddenly you’re not just speaking the language, you’re trying to master its grammar, slang, and local dialects. It’s a lot.
That’s why many businesses choose to incorporate digital marketing outsourcing into their strategies. It’s a way to tap into specialised skills, reduce overhead, and keep up with the relentless pace of online trends without burning out your in-house team.
In fact, a study by the Content Marketing Institute found that half of B2B marketers outsource at least one part of their marketing efforts.
But outsourcing isn’t a magic bullet. It’s a calculated move that requires the right partner, clear goals, and a willingness to hand over some control. Done well, though, it can transform your marketing efforts, boost your ROI, and free you up to really run your business.
Let’s delve into this further.
What Is Digital Marketing Outsourcing?
Digital marketing outsourcing is when you get experts from outside your company (a team or an agency) to take care of your online marketing.
This could be anything from making sure you show up on Google and creating blog posts, to running ads, managing your social media, and sending out emails. The idea is to boost how you look online without having to hire a whole bunch of new people yourself.
But it’s not just about passing off tasks. You’d be getting the benefit of other people’s know-how, seeing things from a different angle, and getting access to a wider range of creative ideas.
Think of it like making your own coffee in the morning versus grabbing a really good espresso made by someone who knows their stuff. Both give you a caffeine hit, but one’s usually a much better experience, right?
The Rise of Outsourcing in Digital Marketing
These days, getting your marketing right online is super important for just about every business.
Figures from GE Capital Retail Bank’s Second Annual Shopper Strategy revealed that 81% of consumers research a product or service online before deciding to purchase.
Given how many people are looking online before they buy, it makes sense for businesses to really nail their digital presence. But sometimes getting all that right can be a lot to handle internally.
That’s why there are BPO companies that can give you access to resources that don’t break the bank and can easily grow with you. This way, your own marketing team can focus on the really important stuff:
- Creating content that helps you get found on search engines (SEO)
- Managing your business’s online reputation
- Data analytics and reporting
- Looking after your social media
- Running those pay-per-click ads
- Planning and sending out email campaigns
- Building and looking after websites and apps
Benefits of Digital Marketing Outsourcing
Outsourcing digital marketing offers several key benefits:
1. Tapping into Specialist Know-How
When you outsource digital marketing, you’re basically getting access to a team that lives and breathes this stuff. They’ve likely seen what works (and what doesn’t) across different industries and can bring that experience to the table for you.
Instead of your team trying to learn the latest SEO tricks or the ins and outs of TikTok ads, you’ve got people who are already experts.
2. Flexibility That Grows With You
Sometimes you need to ramp up your social media push, other times you might want to focus more on getting found on Google.
Outsourcing lets you adjust your support to match that ebb and flow without the big commitment of bringing on permanent staff or the disruption of letting people go.
Need more content created this month? You can usually arrange that. Want to pull back a bit on paid ads? That’s often doable too. It’s much more flexible than having a fixed in-house team.
3. Getting More Bang for Your Buck
Let’s be real, hiring a whole digital marketing team can be pretty pricey. Outsourcing can work out to be more cost-effective, saving you as much as 70% on operational costs. You’re essentially just paying for the specific skills and time you actually use.
Plus, you might not have to shell out for expensive software and tools because the agency you’re working with likely already has those covered.
Downsides of Digital Marketing Outsourcing (and How to Mitigate Them)
Outsourcing marketing isn’t all smooth sailing. Here are a few potential pitfalls and how to avoid them:
Feeling a Bit Out of the Loop
One thing some businesses worry about is feeling disconnected from their marketing when it’s being handled externally. You might wonder what’s actually going on.
How to handle it: Make sure you set up clear lines of communication from the get-go.
Regular meetings, detailed reports, and having a point of contact you can easily reach can really help you stay in the know.
Making Sure They ‘Get’ Your Brand
Your brand is unique, and you want your marketing to reflect that. Sometimes, an external team might not immediately grasp your brand’s voice or your target audience perfectly.
How to handle it: Spend time upfront explaining your brand values, your ideal customer, and show them examples of your existing marketing. The more information you give them, the better they can represent you.
Potential Hiccups with Coordination
When you’ve got an outsourced marketing team and your internal team working on different things, there can sometimes be a bit of a disconnect.
How to handle it: Cultivate and maintain a collaborative environment. Clearly define roles and responsibilities, and encourage communication between the teams. Tools for project management can be really useful here.
Making Digital Marketing Outsourcing Work: 5 Top Tips
Getting the most out of outsourcing your digital marketing really comes down to a few key things:
- Pick Your Partner Wisely – Team up with an agency that gets your business, has worked with companies like yours before, and can actually show you they get results.
- Know What You’re Aiming For – Be really clear about what success looks like. Whether that’s more people visiting your website, turning more leads into customers, or just making your brand look better.
- Keep an Eye on Things – Use tools like Google Analytics or other marketing platforms to see how things are tracking and whether you’re getting your money’s worth.
- Keep the Chat Flowing – Regular catch-ups can help everyone stay on the same page and nip any little issues in the bud before they become big dramas.
- Treat Outsourced Teams Like Part of Your Crew – Even though they’re external, think of them as an extension of your own team. Share your broader business goals and any big news. When they feel connected to the bigger picture, they can often bring even more creative and effective ideas to the table.
Boost Your ROI by Outsourcing Digital Marketing
When you boil it down, outsourced digital marketing goes beyond just trying to save money. It’s more focused on making your growth smarter.
You’re aiming for better results, reaching your goals quicker, and freeing up your energy to really spend time on what makes your business tick: creating great stuff and keeping your customers satisfied.
When you nail it, it can genuinely be one of the most impactful decisions you make.
FAQs
Is getting someone else to handle our digital marketing worth it if we’re a small business?
Absolutely. Especially if you haven’t got the manpower (or the budget) to bring on a whole marketing crew yourself. It can be a really smart way to get expert help without breaking the bank.
How much does it cost to outsource digital marketing?
It really depends! You can get different levels of service, from just a few hundred bucks a month for specific tasks to thousands for a full-service agency. It usually boils down to what you need them to do and the level of expertise they bring.
But as we said earlier in this guide, compared to having an in-house team, outsourcing saves you up to 70% in business spending.
Can we just get someone to handle one or two bits of our digital marketing?
Definitely. Heaps of businesses start by just getting help with one area, like getting found on Google (SEO) or looking after their social media. Then, if it works out well, they might get them to do more down the track.
Will an outsourced team really understand my business?
That’s a fair worry! A good agency will spend time getting to know your business inside out. That includes understanding what you sell, who your customers are, and what makes you different.
Don’t be afraid to ask them about their onboarding process and how they ensure they become familiar with your brand.