Entrepreneurs are always strapped for time. For startups, time isn’t the only resource that’s lacking—it’s the budget, too. “Early-stage entrepreneurs are notoriously cheap.” shares Ritika Puri of Storyhackers. Most of the funding naturally goes to the product. As a result, it’s the non-tech roles like marketing that are last to be filled or first to be cut during a downturn.
It’s not that startups can survive without marketing (they can’t), it’s just that “many still think they can muddle through doing the marketing themselves” according to an article in The Guardian from the Marketing Agencies Association. At Bolton Remote, we help companies fill roles with remote staff, including marketing. Our clients understand that it’s better to build and fund remote marketing teams than do the marketing themselves.
It’s clear that your startup needs marketing, and that you’re better served when you have people focused on this aspect of business. While outsourcing is a viable option, marketing may require a specific model for best results. Before settling on a solution, ask yourself these questions:
1. Why do I want to outsource?
Identify the primary reason why you think outsourcing is the solution to your marketing problem. According to Lisa Selvaggio for Udemy, “a reduction in costs was the main reason businesses used offshore outsourcing.” This is not surprising. Office space alone can set your startup back $6,100 a month renting in Silicon Valley.
When you’re outsourcing to cut the overhead costs of bringing in an in-house marketer, why not hire a remote employee instead? You can be sure their attention isn’t split between different clients. You can also make sure they have the technology they need by paying for co-located office spaces or working with a remote staffing company who will provide your employee with a workstation.
2. What results do I need?
It’s hard to rise above the noise when you’re trying to disrupt a competitive market. You need people who don’t just keep current with the newest strategies, you need marketers who have expertise while still able to give fresh insight to keep you on top.
A marketer is expected to keep tabs on “traffic, calls, forms, emails, leads and even customers you are getting from your marketing, as well as determine what marketing sources are getting you the best results.” says Tiffany Monhollon, director of content marketing for ReachLocal. That’s a lot.
As you focus on your business, you need people who can handle the labor-intensive processes of marketing like content marketing and social media management. Instead of your in-house employees wearing multiple hats, having a remote support team will enable your local team to work on things that need their physical presence.
3. How do I grow?
One advantage to outsourcing is flexible availability. “Outsourcing could give you the opportunity to test its effectiveness without the long-term commitment of employing a staff member.” says Paul Stephenson, Marketing Specialist for Cognique. When you need to divert finances to product development or iteration, you don’t have to renew your contract with a vendor.
While this may be an advantage, keep in mind that marketing is best when it’s consistent from the beginning. Hiring a marketer and building a team, whether in-house or otherwise, keeps your marketing strategies scalable, while enabling you to nurture employees who can market your brand well because they are part of it, not outsiders operating based on client briefs.
The Bottom Line
Over 62% of businesses outsource an aspect of their marketing with varied success. For this reason, outsourcing should always be strategic—especially when outsourcing your marketing. The right model will allow you to have the most control over your company’s promotion and branding, and at rates that will keep your startup nimble.
When your marketing strategies need to reflect your brand persona, you need experienced marketers you can work with closely. Remote offshore staffing gives you that option. Visit www.BoltonRemote.com and you’ll be interviewing remote candidates for marketing roles in 3 days.
Latest posts by Bolton Remote (see all)
- 4 Steps to Solidify Company Culture this 2017 - January 25, 2017
- 4 Ways to Add Culture Fit to Your Hiring Method - December 28, 2016
- How to Test for 4 Qualities Every Great Programmer Must Have - May 24, 2016