Recently, I was asked how I know when to outsource marketing and what I look for in a marketing partner.
To answer this question, I sat down for a chat with our marketing partner, Amy Hartmann from Free Spirit Digital. First, I talked about it from the process side, which is what we specialize in. Amy then shared her thoughts on what to look for and how to select the perfect marketing partner for your business.
Before you even talk to a marketing person, I would suggest that you identify what you are currently doing for marketing. Take a minute to sit down and think, “What am I doing on Facebook? What am I doing on LinkedIn? What am I doing with my email? Am I running ads?” Actually identify and write down all the things that you are doing. Once you have that list created, take a look at how much time are you spending on all of those activities.
I think it is super helpful to get clear on exactly how much time you are spending on each one of those activities and what your return on investment is.
Another thing that is important to do before you look at hiring someone internally or outsourcing, is to get clear on what your marketing goals are. What are you trying to accomplish with marketing?
If you have identified all of your marketing tasks and figured out that doing your marketing is not the most efficient use of your time, but you do have some good marketing goals then, it is time to think about hiring internally or outsourcing your marketing.
When it comes to choosing a company to partner with on your marketing, there are several things to consider.
First, what experience does the company have, and are they able to create a strategy for your company that is aligned to your brand values and your marketing goals? For example, with our marketing partner, we love that they understand that marketing is both an art and a science. There is a focus on data and using that data to drive our decisions, but there is also an art to understanding what motivates people to make decisions and so the messaging that is created speaks to our ideal client at each stage of the buyer’s journey.
Another important consideration is whether or not the marketing agency has Standard Operating Procedures. Process is so important. When you choose a company you want to know that they have a process for the marketing tasks they are going to take over as well as the reporting and response to data.
Finally, consider your budget. Each agency is different in terms of their requirements for ad spend as well as the structure of the monthly retainers and whether or not they charge a portion of ad spending on top of the monthly retainers. When interviewing marketing agencies, make sure you fully understand their payment structure and any additional requirements or fees that may come up.
While deciding to outsource your marketing might feel overwhelming, if you have determined that running your marketing is no longer a good use of your time, it is time to consider finding the right marketing partner. To watch my full interview on when to outsource marketing, click here.
If you want to chat about hiring a marketing partner, schedule a free consultation here.