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The 800 lb Marketing Gorilla
 

The 800 lb Marketing Gorilla

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When your marketing needs squash your ability to deliver, it’s time for professional help. ...

When your marketing needs squash your ability to deliver, it’s time for professional help.

For many small companies, marketing is less of a department and more of a (daunting) task and becoming more complex by the moment. With social media, search engine marketing, pay-per-click, analytics, email, direct mail, landing pages, and well, the list goes on, it is overwhelming.

If you’re a small-business owner where the marketing falls to you — when and if you find the time — you know first hand the challenges of staying ahead of the technological curve and dreaming up creative messaging under pressure. Larger marketing departments are challenged too. With strict budgets, multiple stakeholders, teams to manage, and resource constraints, it’s amazing that projects get done at all.

Large or small, meeting your marketing needs with available resources doesn’t have to be a choice between your in-house team and using freelancers or contractors; it’s about finding the right balance.

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    The 800 lb Marketing Gorilla The 800 lb Marketing Gorilla Document Transcript

    • Your marketing has become the 800 lb. gorilla in the room. You wonder how outsourced services might work with your current team and management. You’ve thought about using an outsider to help with marketing or creative services. You wonder if an objective outsider might make a difference in your campaign strategies. Spider Trainers Marketing automation has been shown to increase qualified leads for businesses by as much as 451%. As experts in drip and nurture marketing, Spider Trainers is chosen by companies to amplify lead and demand generation while setting standards for design, development, and deployment. Our publications are designed to help you get started, and while we may be guilty of giving too much information, we know that the empowered and informed client is the successful client. We hope this white paper does that for you. We look forward to learning more about your needs. Please contact us at 651 702 3793 or cmeyer@spidertrainers.com. YOU SHOULD READ THIS WHITE PAPER IF: ©2013 SPIDER TRAINERS
    • WHEN YOUR MARKETING NEEDS SQUASH YOUR ABILITY TO DELIVER, IT’S TIME FOR PROFESSIONAL HELP. For many small companies, marketing is less of a department and more of a (daunting) task and becoming more complex by the moment. With social media, search engine marketing, pay-per-click, analytics, email, direct mail, landing pages, and well, the list goes on, it is overwhelming. If you’re a small-business owner where the marketing falls to you — when and if you find the time — you know first hand the challenges of staying ahead of the technological curve and dreaming up creative messaging under pressure. Larger marketing departments are challenged too. With strict budgets, multiple stakeholders, teams to manage, and resource constraints, it’s amazing that projects get done at all. Large or small, meeting your marketing needs with available resources doesn’t have to be a choice between your in-house team and using freelancers or contractors; it’s about finding the right balance. Many companies choose to only outsource activities that are not core to their business. In that case, determining what, when, and how much you should consider for outside help means close inspection of a number of factors — company size, cost of outsourcing, available internal skill set, tacit industry knowledge, and talent available beyond the front door. While it can be a difficult decision for owners, CMOs, marketing managers, and directors alike, according to a Harvard Business Review article, 53% of surveyed marketing executives plan to use external resources to help with their marketing. If you’ve made the decision to augment your in-house team, it becomes a matter of finding the right blend for the business and marketing department. There are two types of marketing resources: Managed services. The vendor uses your company’s marketing applications to execute services. For instance, if you have an email- automation application and you hire a contractor to send emails through that system, you are using managed services. Business-process outsourcing. Assign the management of a particular function to a third party. For instance, hiring a search-engine marketing company to create Google AdWords on your behalf. BENEFITING FROM THE RELATIONSHIP Many companies believe that it’s a more-efficient use of budget and team members to keep all marketing internal. You might think that this arrangement ensures you are not competing with other clients for priority; and while this might be true, your internal team is likely called upon to wear many hats, making them generalists rather than the specialists. When you contract all or some of your creative services and marketing tasks, you can build a partnership that strengthens and supports your internal department. A relationship that can bring a quick influx of expertise that your team may be lacking. Managed well, it’s not a competitive relationship, it’s the sharing of ideas that capitalize on the depth of knowledge about your company or product that lays within your internal team. TAMING THE BEAST PAGE 3 ©2013 SPIDER TRAINERS
    • A stable of external resources that includes freelancers, contractors, and perhaps specialty agencies can add some heft to your efforts and fill in the gaps when you: Are lacking in a specific or domain expertise or specialization. Have insufficient bandwidth. Have inadequate technology. Are required to manage more costs as variable expenses. Are attempting to benchmark your department against industry best practices. Are undergoing rapid growth. Have an unforeseen workload increase. Have unplanned business expansion. Are in need of faster delivery. Do not have the time required to ramp up new employees. Are seeking an influx of new ideas and creativity. Are developing a new brand. As this list illustrates, effective marketing requires that your team and the marketing manager have expertise in many disciplines. This is a tall order for any team; no matter how large. Successful partnerships are those that are developed with suppliers that become integral contributors to the marketing team. Developing and fostering this type of relationship will ensure your vendors feel as though they have a long- term stake in the project’s success, and they’ll be much more likely to go the extra mile. GOOD VIBRATIONS While your company may promote and encourage employees to further their education while employed, not all companies do. This can result in your team’s skill set showing signs of attrition over time. With a steady investment in training, your staff can assume new duties and integrate new ideas and technology in order to deliver professional results on time and without compromising their existing workload. However, if your staff is finding it increasingly difficult to make time for training, or if your budget doesn't allow it, turning to an outside specialist can help. An external creative-services provider is motivated to stay on top of technology and industry trends by sheer economics. Only profitable when they can deliver projects on time and if they deliver on ROI, outsourced talent must stay current with advancements in order to reduce overhead and to stay competitive, or suffer the consequences, such as losing a customer or racking up unbillable hours. INFUSION OF NEW CREATIVE JUICES Marketing and branding is how your company is presented to the public — be that in social media or outbound or inbound marketing. Your in-house team may be too close to the company to be objective about what is needed in these public arenas. Specialists will have an expertise that you may be lacking and will save you from taking the time to recruit. With an objective outsider you’ll also benefit because when there is a bit of distance from the business. External teams tend to focus on the company’s core competencies and proven best practices — rather than what the competitors are doing. Your internal team can build upon this infusion of new ideas while they manage the immediate and critical business needs. BROADEN YOUR FOCUS When you get help for resource-intensive projects, the morale of your department is lifted because you have removed the pressures of an excessive workload. An independent freelancer is more likely to be influenced by a broad spectrum of disciplines, client types, target audiences, and industries and this brings a broader perspective to your approach. BUDGET BENEFITS Between payroll taxes, workers compensation, insurance, paid holidays, sick time and vacations, professional memberships, licenses, and other benefits, the decision to add another person to your in-house team will impact your business, both PAGE 4 ©2013 SPIDERTRAINERS
    • positively and not-so positively. Some costs, such as hardware and software, training, office space, and so on, can get very expensive very quickly and are the costs that do not show up as a line item on your budget, but still represent a drain on resources. With outside help you will: Benefit from an external team’s investment and extensive resources. Start each project with a unlimited experience spectrum from which to choose. Access expertise and fast turnaround when your team is not able or is not trained in a particular discipline. Book the costs as a marketing-expense deduction. FREE YOUR TEAM When your internal team is consumed with a work overload, you should probably also consider the lost- opportunity costs. With your team unavailable to take on mission-critical projects or to deliver on time, a freelancer will ensure that you do not: Miss a deadline, product launch, or the release of a new website. Exceed your budget. Fail to deliver on a pet project of management or the C-suite. WHY SPIDER TRAINERS As this white paper illustrates, there are many benefits to using outside marketing and creative services to tame your 800 lb. marketing gorilla. If you’re ready for help, turn to Spider Trainers. We provide creative services to marketing departments of 0 to 100. That’s not a typo. We recognize that many companies have no marketing department, per se, but that they still have a need for marketing. Spider Trainers is a network of more than 80 experts in email development, web development, search-engine optimization, analytics, graphic design, ad creation, multimedia creation, social media postings, writing, and editing. We can help you. We look forward to learning more about your needs. Please contact us at 651 702 3793 or cmeyer@spidertrainers.com. PAGE 5 ©2013 SPIDERTRAINERS