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3 Reasons You Should Outsource Your Internet Marketing

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Posted by John Beveridge on Aug 5, 2013 11:51:00 AM

outsource your inbound marketingMost businesses understand the indispensable role internet marketing plays in the modern buying process. After all, buyers are turning to search engines and social media channels to research potential purchase options. Management consultant The Corporate Executive board estimates that buyers complete 57% of their pre-purchase research before ever interacting with a sales person. If they're not finding you when they're doing research, your chances of selling to them are slim or none, and guess who just left town. If you're not using internet marketing, you don't have a sustainable business model.

Many business have started an internet marketing program, but haven't got the results they expected. Others haven't started yet. The question they should be asking themselves is, "should we outsorce our internet marketing?" Here are 3 reasons you should outsource your internet marketing.

You don't have the talent internally

Internet marketing is like golf, if you know the fundamentals and practice them you'll eventually improve your results. Most business don't have the talent internally to effectively manage an internet marketing program. The field is relatively new; modern internet marketing is roughly 6 years old. And it's contstantly changing. For example, if you're using the same search engine optimization tactics you used 3 years ago, you're probably doing more harm than good.

So how can you tell if an outsourced internet marketing provider knows what they're doing? First of all, they should be certified by a recognized internet marketing provider. The individual you work with should have a certification from HubSpot's Inbound Marketing Certification program or a similarly respected certification provider. The HubSpot certification program is free and I highly recommend that the person heading up your program internally take the courses and get the certification. Because of the ever-changing nature of internet marketing, make sure the certification is current. HubSpot requires that their certification be updated annually. Likewise, the firm you work with should be certified by one of the leading internet marketing software providers.

A second criteria for judging the experience of a potential outsourcing partner is what they've done with their own website. Have they demonstrated an ability to increase leads and web traffic on their own site? If not, they're probably not a good partner for you.

 

Avoid fringe benefit costs

If you use internal employees to manage your internet marketing efforts, you will incure fringe benefit costs such as health and welfare, retirement, unemployment insurance and FICA taxes. For most companies, these fringe benefit costs exceed 35% of cash compensation. With the upcoming Obamacare legislation in the US, these fringe benefit costs will only go up. Why pay them? Outsource your internet marketing to a qualified conuultant.

Download Closing the Loop: The Ultimate Guide to Integrating Inbound Marketing Into Your Sales Process

Deploy resources cost-effectively

Let's say you're a small business owner and your time is worth $200 an hour when you're working with customers and producing new business. If you can outsource your internet marketing for $125 an hour effectively, the opportunity cost of not outsourcing your marketing is $75 per hour. This basic principle holds true for outsourcing any function, your time is truly limited and you should make the best use of it.

Summary

Many businesses that lack the talent and time to effectively manage their internet marketing should consider outsourcing. As the government piles more and more compliance responsibilities on job providers, the option becomes more attractive. Those looking for a middle ground should consider Coaching, where you do most of the work internally and hire a consultant to help you with those elements that you can't do well.

Topics: Inbound Marketing

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