Marketing consists of three types of activities:
- Strategy
- project
- Recurrent activities
All three can be outsourced depending on your needs, but outsourcing works differently depending on which of the above activities you want to outsource. Below we look at what can be outsourced and what outsourcing means in each group.
1: Outsourced marketing strategy
Setting a marketing strategy is a rare task and can be greatly assisted by external expertise. The strategy process involves a series of workshops where a number of issues and discussion topics are examined in a structured way according to a strategic framework.
During such strategy work, you and the partner should determine, for example, which target group you will target and how you can communicate to them to take them through the buying journey, what you will communicate at different stages, and how you will communicate it in practice (e.g. where to find them and how your marketing automation system can communicate relevantly at all stages).
2: Outsource marketing projects
Companies often need to make major changes or one-off jobs. For example, building a new website, creating a new campaign, or reaching out to a specific target group for an event. We call these activities projects.
Because the jobs to be done are done once or rarely, the knowledge is often not in-house. And there are probably specialists out there who do such jobs all the time. Therefore, such jobs are ideal for outsourcing.
This requires commitment from you in terms of goal setting, frameworks and sometimes project management - but it is the partner who produces and delivers on these goals according to their proven methods.
3: Outsource recurring marketing activities
A large amount of the work done in a company is of a recurring nature. For example, regular content production, events, webinars, newsletters or advertising.
This is ideal for outsourcing, as a partner can quickly learn what to deliver and how quality is measured, and deliver month after month without you having to worry about it.
If you have recurring activities that you don't want to take care of yourself, offloading the production job to an outsourcing partner is ideal, so you can focus on more strategic activities.
