Are you trying to do all of the heavy lifting when it comes to your marketing strategy? There is a lot to do and the expectations are continually changing. Most companies now outsource marketing–and for good reason. Nearly two-thirds of all B2B companies (63%) are outsource marketing at least in part, according to Hubspot’s Marketing Mix Report More than half (55%) of all B2C companies are outsourcing marketing in at least one aspect, with the largest group choosing to outsource at least content creation (80%), according to the Content Marketing Institute’s B2C Content Marketing Report.
Building an Adaptable Marketing Strategy
You need a strategy that will scale with your company and shift with the trends. Here are five key components that will build an adaptable marketing strategy for your company—no matter your size or target audience.
Bring On Experts
There are many moving parts when it comes to marketing. Everything has to work differently to fit the platform it is being used for, but each of those pieces also has to work together for cohesion. This requires a professional level of marketing expertise and an in-depth understanding of the tools available. It can’t just be thrown to any team member. You need to have someone trained in marketing and an expert who understands:
- SEO
- PPC and ads
- Target audiences
- Branding
- Writing
- Content personalization
- Visual aid creation
- Photography
- Strategy and brainstorming
- Videography
- Webinars
- Market research
- Testing and Reporting
And more!
Don’t Tax Your Team
While you may have an employee or small team in your company hired specifically to handle marketing, they won’t be able to effectively handle all aspects of a strong strategy. A marketing team capable of social media interaction or blog posts might struggle when it comes to video creation, optimized search or effective email marketing. It’s not fair (or realistic) to expect your team to fully cover all aspects of a robust marketing strategy.
Have a Cohesive Vision
There are over 53 million Americans freelancing across various industries, according to the BLS. You might want to turn to freelancers to supplement your marketing approach. Hiring a true freelance professional at a fair wage isn’t going to be cheap, though it will be cheaper than a full-time employee. And, you will put a lot of effort into cohesion. With so many aspects of your marketing strategy, it is hard to keep everything organized and on-brand. You will have to ensure the freelancer is able to meet your branding needs and organize how their work plays into the overarching strategy.
Fit Strategy to Your Brand
Your strategy has to fit your company perfectly. All aspects of your marketing have to appeal to your customers and align with your brand. Ideally, you would have a sole team or lead professional who is able to coordinate all the moving parts of your marketing approach to ensure cohesion. If your content and marketing approach don’t match your brand vision, you are going to present the wrong face to your customers.
Focus on ROI
While you want to pay a fair wage, you can’t afford to break your budget. A full-service agency or big in-house team is expensive. Your marketing has to be worth the investment. It’s vital you are able to measure results and improve your strategy. You need to outsource your marketing with professionals that are not only good at strategy—but are also experienced at tracking and analyzing the results. There is nothing worse than having a failing marketing strategy and not realizing how it falls short. You need a team that is able to look past vanity metrics and optimize your strategy to provide the best results for your company.
Hire a Boutique Firm to Work with Your Team
Just like so many other companies have realized, you can outsource marketing to help your team find a cohesive and effective marketing solution. A boutique firm, like Pollock Marketing Group, is experienced and ready to help. Contact us today and let’s chat about aspects of your strategy might be better outsourced.
