No matter how big or small your business is, you’ll have to make the decision on which operational tasks you’re going to handle in-house and which you’re going to supplement with outsourced ones. Many companies simply take a look at their budget and figure out what option costs the least. That’s an enormous mistake. The decision on how to handle any operations, let alone one as important as digital marketing, has an immeasurable impact on your business and the bottom-line.
Making the wrong decision leaves you with a suboptimal marketing strategy. That means you’re bringing in fewer customers, and ultimately, less revenue. A well-constructed marketing team, however, allows your business to flourish. While each business is unique, there are some universal truths for in-house versus outsourced digital marketing among all businesses.
If you’re struggling with this critical decision, or ready to rethink the structure of your digital marketing team, here’s what you need to know about getting started with in-house or outsourced digital marketing:
The Initial Considerations
When it comes down to it, there are three things that you really need to think about deciding whether to outsource your digital marketing or handle it yourself.
First, you need to think about the quality of work that will be performed. Do you have the internal resources already handy to handle some of the marketing work? Do you think that you’ll have problems with an external team being able to grasps who you are and what your message is?
The second key consideration is how willing you are to allow control over one of your key business segments. Many business owners are simply unable or unwilling to see their critical business operations in somebody else’s hands. This is usually a mistake, but it’s important to make sure you’re ready to truly let somebody else do what they do best on your behalf.
Third, you do need to consider your bottom-line. Hiring an expert or an entire team is a significant expense, whether it’s internal or external. Even more importantly, marketing a direct impact on the amount of revenue you bring in, perhaps more than any other team in your business.
In-House Digital Marketing
The biggest positive of taking everything in-house is that you maintain maximum control over your team. They’ll be totally focused on your company and will help to grow it from within. However, it does take more time and effort to manage an internal team and it costs quite a bit more. Instead of paying your monthly fee, you’re paying salaries, benefits, and managers. Indeed, to pay somebody with expertise in digital marketing to work for you and you alone, you’ll usually have to pay much more than you would if they were consulting or working with an agency.
Outsourced Digital Marketing
Outsourced digital marketing gives you access to a level of expertise that would otherwise be cost-prohibitive. They’ll most likely have experience building up businesses likes yours already. It’s also much easier to manage and frees the rest of your business up to focus on its key strengths. Of course, you need to be willing to give up the keys to a crucial part of your business, which does take courage.
So in the end, what’s best for your business? It’s tough to know for sure, of course, but many companies are trending toward the best of both worlds – handling the marketing tasks you’re comfortable with in-house while outsourcing the rest.