Benefits of Outsourcing Marketing Activities

outsourcing

photo credit: Flickr

In the beginning, startup companies are always trying to fix everything by themselves. Their marketing strategies are usually made by self-thought marketing experts, who also work in some other company sectors. This strategy is time-consuming and company owners will realize sooner or later that marketing is one of the key sectors for securing company’s growth. This turning point can lead to two different scenarios, one is they hire a professional marketing expert and the other is they decide to fully or partially outsource their marketing sector.

Both of these scenarios can lead to success, and the outcome mostly depends on what kind of company we’re talking about. Smaller startup companies that provide quality products or services should stick to what they do best. Additional hiring, and forming a team of marketing experts can drastically lower their budget, and that’s why outsourcing their marketing strategy and letting agency experts deal with all the marketing hardships is definitely a good thing to do. In this article, we’re going to review some of the benefits that outsourcing marketing agencies offer to their clients.

It Costs Less

Outsourcing marketing teams recently became very common among startup companies. This practice is especially good for product based businesses, since forming a marketing team with talents that have the same level of competence as the ones that work for marketing agencies can cost well over six figures per year, which is the price that most of the smaller companies are not able to pay.

Marketing agency costs are much lower, and their rate is usually much smaller than only one executive salary. For this price startup companies get an experienced team of marketing experts, which is definitely a bargain. In addition to this, companies also don’t need to pay for ad and software costs, since these are usually covered by the agency.

It Provides Fresh Insight

A lot of employees are very reluctant when it comes to talking about company’s sales, marketing strategies or anything that has something to do with company’s trends. Who would blame them? In larger corporate enterprises, sharing an opinion that’s different than the one that superior has, can lead into all kinds of troubles. Marketing agency experts don’t have a problem with that, they will always provide an honest and uncensored opinion about company’s business.

It’s Less Time Consuming

To see the full benefit of outsourcing company’s marketing team, people should think about how much time they’ll need to hire and train talents to have the same level of competency as the experts who work for marketing agencies. This can be very time-consuming and it requires a lot of CV reading, tests and interviews for the hiring part and lot of explaining, practicing and research for the training part in which the chosen candidate needs to get familiar with the company’s products and services and what’s even more important with habits and behavior of company’s target audience.

Since marketing agency experts usually have a lot of experience with different fields of marketing, there’s a big possibility that the agency has an expert who already worked in the respective industry, and who already knows a lot about the products on the offer as well as about the target audience that’s interested in buying them.

It Eliminates Turnover

In addition to requiring a long and sometimes expensive training, entry level marketing personnel usually doesn’t get attached to their first position within the company. When they gain more experience in the industry, most of the experts tend to look for another position, often in different companies. It is also important to know that currently, with the rise of digital marketing, there’s a lack of qualified and experienced marketing staff, so marketing sector employees often get a lot of good offers from other enterprises. High employee turnover rates can affect company’s business in a bad way since it requires additional time and funds to hire and train new experts.

GeorgeAnthony - headshotGeorge Anthony is a marketing manager, outdoor and travel enthusiast and a basketball fan. Avid reader of business related material, with a desire to share his knowledge as much as possible. Recent work of Reborn Group inspired him to write this article. You can connect with George here and here

Geo-Targeting Can Skyrocket Your Conversion Rates!

As the internet continues to grow at an exponential rate, the average web user is overloaded with a vast amount of information. Website owners only have a few seconds to convince someone that the content on their website is worthwhile reading before the visitor moves on. While there are many methods of engaging your visitors and increasing conversion rates, one that is hardly spoken of but is used by all the big players is ‘Geo-Targeting’.

Geo-Targeting in simple terms refers to targeting a visitor based on their geolocation (country, state or city). It involves dynamically delivering web content so that it is highly related to your visitor’s location. Relevant information is the key in catching a visitor’s attention and improving engagement. People are naturally drawn to events and deals that are happening around them. By Geo Targeting your website’s information, your visitors will feel more comfortable and familiar with the content displayed. This will not only enhance their browsing experience, but it will increase trust, separating you from your competitors.

Common Geo-Targeting Techniques

Geo-Targeted Content

A simple example of geo-targeting web content is dynamically altering phone numbers based on a visitor’s location. Having a phone number right on top of the website is a great way to improve call through rates for your business. However, as this space is prime real estate, it only makes sense to display the relevant phone number to the visitor. Geo-targeting can avoid having to display a long list of phone numbers in your website’s footer or on a separate page altogether.

Geo-Targeted Popups

Displaying popups on your website based on a visitor’s location is a great way to target promotions. Let us take a restaurant business, for example, that has several branches spread around the country. Each branch could be running a different deal. The branch in Los Angeles is offering 10% off all burgers. The branch in San Francisco could be offering half price Tuesdays and so on. Using a single website, the restaurant can display the relevant deal to each of its local audiences in the form a popup.

Geo-Targeted URL Redirects

Global companies often have multiple versions of their website tailored to suit each country with a country level domain (.au, .co.uk, .fr, .my, etc.).  Having a local domain can greatly increase trust and relevance. It also makes it easy for the company to completely tailor the website to suit the local audience. Most of these global companies utilize automatic URL redirection to the local domain based on the visitor’s country. This is called geo redirection and it is the most widely used geo-targeting technique.

Airbnb As An Example

Below are screenshots of Airbnb.com taken from California and Singapore respectively. You will notice the 3 accommodation images when viewed from California are Santa Cruz, San Francisco, and Monterey, all of which are located in California. When Airbnb.com is accessed from Singapore, the images automatically show accommodation in cities from countries neighboring Singapore. This is a perfect example of how a large organization utilizes Geo-Targeting to display relevant information to their visitors.

Airbnb.com Viewed From California

airbnb1

 

Airbnb.com Viewed From Singapore

airbnb2

 

How To Geo Target Your Website?

Geo-targeting is a severely underutilized technique not only because of the complexity but the cost of implementation. First off, in order to obtain a visitor’s geo location accurately and non-intrusively, you will require an IP to location database which converts a visitor’s IP address to a usable location. These databases don’t come cheap and they need to be updated frequently. Implementing such a database and writing code in your website to create rules for delivering content, popups and URL redirects based on location will require an advanced level developer making it unaffordable for most small businesses. Or, you can choose to work with a more cost-effective and simple software solution that doesn’t require the complex IP tracking technology.

Once you’ve installed a system to pull the location of your website visitors, you’ll then be able to examine your traffic and strategize the best ways to geo-target them with special offers, varied verbiage, etc.

Happy geo-targeting!

headshotVarun Ramesh is the founder of Geolify and previously an automation engineer in the mineral processing industry. He is now passionate about ‘automation for websites’ as the internet becomes more intelligent and dynamic in nature.

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