Deciding to hire or outsource your marketing or a portion of your marketing is always a tough decision. Hiring means you take on the expense and risk that is not easily redirected if you make a mistake and hire the wrong person that can’t meet the needs of your company. Outsourcing can bring huge benefits to large and small businesses alike. We obviously think that it’s a good idea for a smaller business to outsource their marketing director or VP level role. Here are four reasons why.
1. It’s All About The Money
The biggest reason that companies are outsourcing is to lower costs. The average Marketing Director has a salary around is $130,000 according to Salary.com. What is not included in that amount is benefit and payroll taxes which are usually around 20% which means that you need to add another $25,000 for a whopping total of $155,000 for a full-time Director of Marketing. Do we have your attention?
Most Directors of Marketing develop and manage the overall plan which is great if you can afford one. While some Directors of Marketing will actually produce content, many of them are not the same person that does the content and activity execution on a daily basis.It’s a catch 22. Most small businesses can’t afford both a Director of Marketing and a junior execution person. Almost every small business needs at least one junior marketing person to execute on a daily basis. Junior marketing people might be great executing but that person is generally NOT good at developing the strategy – they don’t have the experience to plan or have the balls to make tough decisions, so much falls back on other company leaders. Hiring an outsourced Marketing Director to do yearly planning, quarterly reviews and weekly keep-on-track meetings is much less expensive than hiring a full-time Director of Marketing. Here at DIYSB Marketing you get everything you need for one low price.
2. Get The Right Marketing Strategy The First Time
Unfortunately, almost ALL small and mid-sized business marketing departments fall short on the strategy side of marketing. You can have the best execution team in the world, but if there is no strategy behind the tactics, the likelihood of success is slim to none. Strategy starts with understanding who your ideal customer is and why you are different.
What we’ve found that, in today’s content based marketing approach it is extremely important to focus on a few ideal customers that gives you the best returns. This important approach is also a highly strategic approach, that requires the experience of an experienced marketing director.
The second piece of strategy is being able to differentiate yourself from your competition.
An Outsourced Marketing Director MUST be able to help you identify both your ideal customer and help you discover or create your differentiation.
3. Creative New Ideas
Typically if you engage an Outsourced Director of Marketing, they have a broader range of experience to pull from just from the fact that they work with a variety of companies. An experienced marketing person can take what they have learned in other industries and help you think outside of the box. Additionally, because they are likely engaged with other clients when you hire them, they immediately bring fresh experience as to what is and is not working from a tactical point of view.
4. Fresh Sets Of Eyes
Another benefit of hiring an Outsourced Marketing Director is that they will bring multiple sets of fresh eyes to your team, because in addition to hiring them, you are also hiring in the network of vendors and contractors they work with. Have you ever written a document and spent the time editing it for mistakes and were sure that it was correct? Have you then given it to someone else only to be shown not just one but several mistakes? A new outlook on old ideas can really help invigorate a company.
5. You get a whole marketing TEAM With DIYSB Marketing!
Not only do you get a Senior Marketing Director, you will get our web designers, graphic designers, social media managers and content creators to help you implement the correct tactics once we work with you to determine the right strategic plan and marketing plans.
If you have a business that does not have the extra $150,000 annually to employee a Director / VP of Marketing or you do not know your who ideal customer is and your differentiation, think about outsourcing your Marketing Director instead of making a costly hiring mistake.
What should an outsourced Director of Marketing be able to deliver/develop?
- Understanding who your ideal customer is (this is NOT anyone that has money!)
- Understand what pains and frustrations your ideal customers have.
- Guiding you to develop or discover what your differentiation is…and keep it on track.
- Creating a yearly calendar of all marketing activities both internally and externally focused.
- Be able to instill marketing into Sales, Customer Service and all other aspects that are customer facing.
- Be able to make marketing process driven instead of winging it when you have a little extra money.
- Be willing to help you hire additional staff person for you when you get to the point that you need it.