Marketing is one of the most important pillars of business success. Marketing is what puts a spotlight on your business.
With marketing, you tell people you have a great product. Without it, you can have the best product in the world, but no one will ever know about it.
But the problem is that marketing isn’t just sharing your product; you need conversions, and to achieve this goal, you need a powerful marketing strategy.
Many businesses are good at their core functions, they don’t want to build an in-house marketing team, take care of everything as they can lose their focus on their primary product.
At that point, outsourcing can make a big difference.
Outsourcing your marketing means bringing in certified experts from outside of your business to assist with social media, your website, email campaigns, search ranking, or content.
You can outsource some of that, or you can outsource entirely.
If you are also planning to outsource marketing, here are some of the benefits you get.
On this page:
Why should you outsource your marketing?
There are countless benefits to outsourcing, but here are the top advantages you’ll enjoy when you choose the right outsourcing partner.
Save money while still getting quality work:
In many cases, hiring and managing a full-time marketing team is costly.
You are not simply paying salaries but also covering training, tools, benefits, and office space. And when you add it all up, it becomes a lot.
For small businesses, that’s just too much.
Outsourcing gives you the same expertise, and only when necessary.
Instead of paying for full-time employees on your payroll, you will just pay for the specific services you need when you need them.
In this way, you are in control of your spending while still staying on top of your marketing efforts.
In fact, studies show that about 70% of companies outsource for savings.
If you need more details, you can read this: Annual Salary Comparison: Save by Outsourcing Globally
Access skills you may not have in-house:
Marketing in this current era involves so much more than clever headlines. It means knowing where and how to rank on search engines; analyzing data; running paid ads; managing social media; and more.
Each has its own specialization. Mastering all of them will (probably) take years, or experts are not necessarily locally available!
When you outsource, you get access to professionals who already have these skills.
For example, if you’re a software company, then a content agency that knows tech and storytelling can help you reach your audience and explain a technology/your product that works better than you could on your own.
Not only will it be more useful, but it will also be more effective.
Flexibility: easily adjust as your business changes
Marketing needs don’t always stay the same.
During peak times—like the holidays or a major product launch—you might need extra support.
Later on, when things slow down, it often makes sense to scale back.
That’s one of the key benefits of outsourcing.
It gives you the flexibility to adjust services without the stress of hiring or letting people go.
In the end, you only pay for what’s necessary at the moment.
Stay focused on what you do best:
Marketing is crucial, but it is not the only component your business can depend on to survive.
When you delegate marketing to a professional, you will have the time and energy to spend on your best work. Whether that is developing your product, serving your customers, or managing your staff, your best work is your focus.
For instance, if you run a cleaning business or a consulting firm, you are always outside, so you can’t easily handle an in-house marketing team. In that case, outsourcing is the best solution to market your business and land new customers every day.
Similarly, if you run a coffee shop, you have to focus on the product, deal with the customers and baristas, so outsourcing marketing can be a good option here.
Now, let’s see what type of marketing you should outsource.
What type of marketing should you outsource?
Here are some of the most common types of marketing services you can hand off to a trusted expert or agency:
Content marketing:
Content marketing does not simply require one to write blog posts or social media posts.
Rather, it requires copywriters to develop and offer compelling content that has meaning and helps in positioning the brand as a trusted authority.
So, even if you have to write something about your product and you know it quite well, you should still outsource content marketing.
For instance, a copywriter will strategize things based on ICP, pain points, brand building, and conversion optimization. You can’t do all that without prior experience.
Secondly, if you hire a cheap writer, again, it won’t be effective. Your conversion rate will be quite lower than the industry average. And it will make your marketing even expensive.
Social media management:
Most businesses often outsource social media management. And there are two big reasons why businesses often outsource social media management.
First, trends and algorithms keep changing across platforms, like Instagram, Facebook, LinkedIn, and X (formerly Twitter).
Secondly, regularly posting content and replying to messages takes your time, and you shouldn’t spend time on what you a beginner or an AI agent can do.
Thus, you should either hire a VA to run your social media accounts, or you can even use an AI agent to handle all this.
An AI agent isn’t a scheduling app; it works like a VA and makes good decisions based on your given instructions.
Search engine optimization (SEO):
Search Engine Optimization means making your business website appear on search engines. If you read Google’s SEO guidelines, it might sound easy, but in reality are so many things involved. You need up-to-date knowledge, expertise to compete with billions of webpages competing for the same keywords.
In fact, it’s not just ranking pages, it’s way more than that.
SEO is a powerful strategy for perfect brand positioning, demand generation, and building trust and authority.
– Junaid Raza (B2B SEO Expert)
So, outsourcing SEO to an expert or a well-reputed agency can be a great idea.
Pay-Per-Click (PPC) advertising:
PPC advertising is an expensive alternative to SEO. It is running ads on search engines like Google, but the best side is that it can generate quick results, and you’re 100% sure you will appear in front of your customers for your chosen keywords.
But it can also result in wasted money if you do not manage it correctly. Sometimes, you may get a lot of traffic, but it won’t convert because the keywords you targeted had informational intent.
Indeed, when you are paying for clicks, you should get it right.
Getting it right involves setting up relevant campaigns, targeting the right clients, and tracking what works.
Now, the question is, why shouldn’t you build an in-house team?
The answer depends on the size of your company. If you’re working with limited funds and can’t afford to be aggressive, hiring a full-time employee may be overkill. Thus, outsourcing to a reliable team can be highly cost-effective.
Email marketing:
Email marketing is time-consuming as it involves a lot. But it’s very important as it generates 15% to 30% of the revenue, on average.
Email marketing often involves designing attractive email content, creating enticing subject lines, implementing automation, and even organizing customer segments for optimal conversion rates.
Studies have found that, if done right, email marketing is quite effective because it is focused on the customer’s needs and interests.
For instance, sending emails targeted to previous actions of the customers, like abandoned cart emails or a Christmas discount. Or offering a discounted price to your loyal customers is a highly effective strategy.
But to achieve this goal, you need to be active in email marketing to keep them engaged. Thus, instead of hiring different experts for designing, copywriting, and email automation, you should outsource this task to an agency and focus on your core business.
Graphic design and branding:
Graphic design is less about design and more about defining the nuances of what your brand signifies: its story, values, and personality.
When consistent, high-quality visuals are essential, outsourcing to a graphic design agency can be a smart and cost-effective solution.
These design agencies can do anything from helping you get consistency on your packaging product to setting clear brand guidelines that will give your brand a professionally done look and make it stand out.
For consumer brands, packaging and product visuals can be as important as the product itself. When there is much competition between brands, a product’s look can capture one’s attention and make one choose to buy it.
Thus, many consumer companies seek the help of an experienced design agency to clearly create a strong and attractive brand identity.
Analytics and reporting:
Data drives modern marketing. But turning raw numbers into meaningful insights is a job in itself.
Outsourcing analytics brings in experts with the right skills and tools to do just that. They can transform complex data into clear, actionable strategies.
For instance, for e-commerce brands, this means tracking customer journeys, understanding what influences conversions, and spotting areas to improve.
With detailed reports on customer behavior and product performance, outsourced data teams help businesses make smart, data-backed decisions.
In short, they give brands a competitive edge that leads to better results.
Outsource vs. In-house:
Outsourcing can be a brilliant strategy for growing your marketing efforts, accessing top-notch expertise, and cutting costs.
But the secret to making it work? Knowing what to outsource and what to keep under your own roof.
Core competencies:
Ideally, core competencies should not be outsourced, as they represent the primary value your customers expect from you.
For example, a software development agency can outsource functions like marketing or client onboarding. But outsourcing core activities, such as software development itself, can lead to problems and diluted quality.
That said, in certain situations, limited outsourcing of core tasks can be acceptable.
For instance, if you’re overwhelmed and need help with simpler or non-strategic aspects, hiring a freelancer or a trusted ex-employee can help manage the workload without compromising standards.
Imagine you’ve finalized a product and confirmed it with clients, but due to heavy demand, you need to convert your ideas into working visuals. In such cases, outsourcing parts of the front-end or back-end development temporarily can be practical.
Still, for long-term success, building a strong in-house team around your core competencies is the ideal approach.
Outsource when you have a better ROI:
Outsourcing works well as it brings a solid return on investment (ROI).
If a task is eating up your team’s time or requires skills you don’t have, it might be better handled by outside experts.
For example, if your team is struggling with SEO and your website isn’t ranking, hiring an SEO expert could mean quicker wins in traffic and sales.
Take PPC advertising, too. Without experience, it’s easy to waste money on underperforming ads.
A good PPC agency knows how to fine-tune ad copy and manage budgets for the best ROI.
Thus, when it saves you time and money, it’s good to outsource.
How to choose the right marketing agency?
Choosing the right marketing agency could either make or break the success of your business’s growth and visibility.
However, with numerous choices out there, it may be overwhelming for you to single out one. Good partnerships are about alignment, expertise, and goal-sharing.
Here is how to discover an agency that fits your brand like a glove.
Define your goals: be specific and measurable
Before you start looking, define exactly what it is that you are looking for.
Vague goals increase frustration and difficulty in measuring if an agency is successful. So, both your short-term and long-term objectives need to be specified.
To outsource any of the marketing strategies, outline both short-term and long-term targets.
Do you want to increase website traffic, grow your brand awareness, boost conversions, or drive sales? What expertise do all these require?
Be specific.
Instead of saying, “We want more traffic,” say, “We want a 30% jump in website visitors in six months.”
Numbers and deadlines make your goals clear, help the agency shape their plan, and give you something concrete to measure success.
If your main goal is brand awareness, you will perhaps be very focused on content marketing and social media.
If it’s sales, then you will likely require a mix of paid ads and SEO. To be more accurate, the clearer you are about what you want, the easier it will be to spot the right agency.
Identify the expertise you need:
Marketing is a broad field, and no single agency excels at every type of service.
Start by listing what you actually need: SEO, PPC, email marketing, social media management, or content creation.
Then, find agencies that specialize in those areas.
For example, if SEO is the most important thing for your business, then you will have to find an agency whose dedicated SEO experts know your industry very well.
If you are in the tech sector, you will need someone who is an expert in technical content and knows how to really nail down competitive keywords.
If you want to engage your audience, then you should seek out an agency with an especially creative team and social media know-how, which is more likely to deliver solid results.
Remember, some agencies specialize in certain categories: healthcare, e-commerce, BPO, or B2B. Ask them the sectors that they have worked with—that will give you a feel for their experience and whether they can deliver what your brand needs.
Review their portfolio and client feedback:
Past work of an agency is the best determinant of skills, which can give you a glimpse of their previous expertise.
Check out their portfolio for quality and creativity. Read client testimonials to understand how well they collaborate and how happy past clients have been.
Look for case studies with real numbers. If an agency helped a client boost organic traffic by 40%, increase sales, or launch a product successfully, that’s a good sign. Read reviews on sites like Google, Clutch, or Trustpilot for unfiltered feedback.
If you like what you see, ask if they’ve worked on projects like yours. A retail brand should see if the agency knows e-commerce and has proven success in driving conversions. This way, you’ll know if they have the right experience and approach to match your needs.
Budget and pricing models:
Before you even start narrowing down your list of agencies, take some time to figure out your budget.
Different marketing agencies use different pricing models, and knowing how these work can help you pick the one that fits your financial comfort zone.
Here’s a quick breakdown of the most common ways agencies charge:
Hourly rate:
Some agencies charge by the hour, which is great for smaller projects or one-off tasks. But be careful—costs can climb quickly if the job involves lots of research, testing, or revisions.
Retainer:
With a retainer, you pay a fixed monthly fee for ongoing support, like social media management or content production. It’s a predictable setup, giving you a guaranteed amount of agency time every month.
If you need consistency and regular attention to your brand, this model can work well.
Project-based:
For bigger, one-time projects like a website redesign, launching a new ad campaign, or setting up a product rollout, agencies may offer a flat fee.
This approach lets you know upfront how much you’ll be spending, making it easier to budget.
Discussing pricing: Be open and honest
Once you have agreed upon a budget range, it is time to discuss those figures with prospective agencies. Show them what you have to work with and ask if they have any flexible packages that may be easier to fit within your means.
You may be surprised at the flexibility of some agencies.
While it’s important to find an agency within your budget, that doesn’t mean you should pick the cheapest merely because it is cheap. A higher upfront cost with a reputable agency can pay off in better results in the long run; be sure to look at this as an investment in your brand’s future.
Managing an outsourced marketing team
Although outsourced marketing may have its fair share of advantages, one can only be assured of reasonable success if such tasks are executed in a well-coordinated manner with good communication.
Here’s how to set up your outsourced team for success and keep everything on track.
Setting clear expectations and KPIs:
To start things off, simply lay down in clear, unambiguous language what you want.
Establish the goals and Key Performance Indicators (KPIs) you want from the very start.
Are you looking to drive organic traffic or ensure a certain number of monthly qualified leads?
Lay these objectives down, along with their eventual deadlines and key benchmarks. It will let everyone know where they are aiming for and set the dimensions of what will be considered success.
Regular communication:
Consistent communication keeps the outsourced team aligned with your goals. Establish a routine meeting schedule; whether it is weekly, biweekly, or monthly, ensure you look up on the project progress, forthcoming tasks, and any impediments.
Quick weekly updates via email or a project management tool also keep everyone in the loop without the need for much face-to-face time. With regular communication, you remain engaged, and the team feels supported.
Using project management tools:
Project management tools can be a lifesaver in organizing your outsourced team.
Tools like Trello or Asana can simplify the allocation of tasks and deadlines, as well as track everything in one place.
You can ensure real-time messaging and ongoing collaboration, minus the clutter of email, through Slack for instant communication.
Choose tools that suit your team’s style to make your workflow efficient and transparent.
Feedback and accountability:
Feedback is not just good—it’s necessary. Regularly review the team’s work, providing constructive, actionable feedback.
The moment something hits the mark, be direct but supportive, clarifying exactly what needs to change and why.
Schedule check-ins to track KPI progress and have your outsourced team discuss next steps.
Keeping everyone accountable and motivated can be crucial for ensuring that your outsourced team is on target.
Common Outsourcing Mistakes in Marketing:
There are times when things do not go smoothly. Below are some of the common mistakes people make when outsourcing marketing, and how to prevent them.
1. Poor communication
When you are engaging with external consultants, communication is of utmost importance.
However, it tends to be the first thing that gets overlooked.
If you are not talking enough or in a clear manner, things can become disorganized.
At times, deadlines are missed. Work is completed incorrectly. And nobody knows who to ask for what.
What can you do?
- Set up a weekly check-in, even if it’s a short one
- Select one system of communication for updates—Slack or Asana.
- Ensure there is one point of contact on each side to mitigate confusion.
2. Vague goals
If your team does not understand what your expectations are, how do they know they are doing the right thing?
Ultimately, you may waste time and money.
Or worse, get results that do not match your expectations.
What can you do?
- Be specific about what you want – whether that’s more leads, additional sales, or just awareness.
- Set a few clear, simple goals that everyone can understand.
- Continue to check in to ensure you’re tracking towards your goals.
3. Mixed-up brand voice
Your brand should sound the same, no matter where you are or who you are working with.
But when you bring in someone from the outside, your message may not change at all, but rather sound off when it is being interpreted.
Perhaps the tone did not feel right for your brand, or maybe the actual words did not sound like something you normally would say.
That would confuse people, probably have them thinking that it is another brand.
And it can hurt your brand.
What can you do?
- Share a concise guide for tone and style.
- Include a few examples of content that your brand considers “right.”
- Engage in reviewing what they create and giving feedback promptly.
4. Concerns about data security
It is understandable to feel apprehensive about letting outside teams see private information.
Items such as customer lists or sales data need to remain confidential. If something is leaked or stolen, that could harm your reputation.
What can you do?
- Have an NDA signed before sharing private information.
- Share access to what is necessary only.
- Use trusted tools, like Google Drive, that have password protections.
As you can see, there are so many things involved in successful outsourcing. If you take care of everything discussed above, you can outsource marketing successfully.