Pros, Cons, and Core Competencies
As a small-to-medium-size business owner, you can't do everything. You're already working your tail off managing the day-to-day of your business, let alone trying to deal with payroll, accounting, admin tasks, marketing, and more.
If you've read any book or article about entrepreneurship in the past five years, then you are already aware of the benefits of outsourcing the tasks outside your core competencies. The bottom line of why is increasing your bottom line. More time doing what you're good at means a happier you, which leads to happier employees, which leads to happier customers.
It obviously makes sense to outsource the mundane or the tasks outside your wheelhouse. And since you're reading this, I'll assume you're considering outsourcing your digital marketing, so I'll get right to the point: Digital marketing should be the first thing you outsource.
In today's competitive landscape, your website, emails, blogs, and video marketing can't look or operate like amateur hour. The game is now played on a higher level. Every piece of your digital marketing must look as professional as you want to be. Your digital footprint is your brand, and a part of your business you might not want to cut corners on.
Digital Marketing is Left and Right Brain
Successful digital marketing is the product of right- and left-brain people. It's a blend of the creative along with the technical. It's art mixed with science. I don't know about you, but I don't know too many people who are great at both. Designing a webpage's usability requires different skills than coding one. So does designing an email compared to setting up a proper campaign. There's the creation, execution, and the analysis of a digital marketing campaign. Each part requires different skills so the whole thing is effective.
Digital Marketing is Ever Evolving
Trying to keep up with the latest trends, technologies, and how Google has tweaked its algorithms again can make your head explode. My advice: don't. Leave all that to the experts. And there's a cost to not keeping up with it — a cost that comes with wasted time and money in futile efforts — which is why it's important for someone to stay abreast of it on your behalf.
Marketing Takes Time and Resources
From email campaigns to updating your product descriptions to optimizing your website's SEO to managing your social channels to writing blogs, it all takes time and energy. Usually, a lot more time than just one person can handle. Today, online marketing is no longer the red-headed stepchild to business development. Online marketing delivers the biggest bang for the buck because of its potential to reach a greater audience. The key is taking the time to do it right.
You could hire an employee to handle it, but that comes with additional costs, and you're limited to that person's skillset. Or you could hire a firm that can do it all and probably at a lesser cost.
Digital Marketing Takes Expertise
Email, e-commerce, SEO, content marketing, social media, and video production are specialties by themselves. The best practices in each field have evolved over time. It's almost impossible for one person to be an expert in it all. To complicate matters even further, all these pieces must work together for your digital marketing to be effective.
You might want your social media posts and video marketing to generate leads for your email campaigns. Your email campaigns might be designed to funnel leads to your website. Your website needs to be optimized to generate sales. This is what an effective digital marketing campaign looks like. For it to work, each piece needs to run smoothly on its own and designed from the beginning to work with one another.
You Get to Focus on What You're Good at
This part is crucial for a successful business. Take a moment and remember why you started your business to begin with and what you wanted to accomplish. Yes, you could just say, "to make money." Who doesn't? But it's probably more than that. There's probably a deeper reason why you chose to start your business. Hopefully, it has something to do with the fact that you're good at it. That passion and expertise are what you bring to the table and separates you from the competition. Play to your strengths, and you greatly increase your chances of success.
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