Digital Marketing Blog

3 Reasons To Outsource Your Digital Marketing

  • By Brad Poirier
  • 18 Oct, 2017

Because running a business is hard enough

Deadlines. Employees. Networking. Accounting. Advertising. HR. – The Party Planning Committee.

As a small business owner, you likely wear many hats.

“Wait, now I have to wear a marketing hat also?”

Well the short answer is no, you don’t have to. It really depends on how competitive you want to be in your industry.

Your big competitors invest lots of time and money into marketing their business, but that doesn’t mean you have to. Outsourcing your digital marketing to a digital marketing agency can both improve your lead quality and improve your overall ROI.

Let me explain.

Your Time Is Your Most Valuable Asset

Time is the one thing that no matter what, you cannot buy more of. Even the wealthiest celebrities with the likes of Kim Kardashian cannot buy more time. What you have to do is, make the best use of your time.

How long does the average digital marketer need to spend each week marketing their business online?

The short answer is: It’s a full time job, literally. But let’s look at some examples from  social media today :

  • Social Media: The majority of businesses spend 6 hours per week on social media
  • Blogging: The average post can take 1-3 hours to develop content.
  • Citations: Depending on how many directories have your business listed wrong, it might take you a couple hours each month to fix your directory listings .
  • Review Monitoring & Response: Scouring the internet for mentions of your company and then responding to those reviews can take 3-4 hours per month.

Those are just the basics of digital marketing: Social media , blogging , local citations , review monitoring .

We’re not even discussing marketing automation , video marketing , on-page seo and more.

Based on just those four areas, for digital marketing to be effective, you’ll need to spend roughly 34 hours per month to create engaging social media posts, two blogs per month, fix your citations and respond to online reviews.

So if you’re a small business owner looking to gain an edge, you probably don’t have it in your budget to hire a full time person just for your digital marketing. Nor do you have the time to spend 10+ hours per week on your digital marketing strategy.

Outsourcing your digital marketing can save you both time and money from hiring someone for your organization.

Expertise in Digital Marketing

So let’s say you’re willing to spend that 34 hours per week on digital marketing, or you want to go ahead and hire in that new staff person to do this. Great.

How much experience do you have?

Chances are, it will take you several months before you acquire all of the tools and training necessary to become effective with your time.

Case in point: Just because you’re posting to social media 12 times per week doesn’t mean that it’s effective.

  • Are your fans engaging with those posts?
  • Are they sharing your posts?
  • What’s your email open and click through rates?
  • How long is the average visitor reading your blog article?

The answers to these questions will tell you if your digital marketing strategy is effective or not.

You might have the extra time to devote to your digital marketing, but will it pay off if you go the DIY route?

Perhaps. Perhaps not.

Measuring Your Digital Marketing Strategy

Ok, at this point, you are spending the time on your digital marketing strategy, and your are getting better at it.

How do you know it’s working? How are you correlating the time and money invested into revenue?

For every hour you or your staff person spends on digital marketing, how much is that costing you.

Let’s say you hire in someone at the rate of $20/hour x 32 hours per week, that’s costing you more than $2,500 in labor alone, besides taxes and other fees. That’s not counting the cost of any marketing automation and other marketing tools you probably need.

Let’s just say between labor and other expenses (and we haven’t even discussed PPC budgeting), for marketing you might invest over $4,500/mo.

Are you getting at least a 2x return on that each month? Rather, are you bringing in at least $9,000 in sales each month for that?

I should note that, for most small business owners, outsourcing your marketing should cost no where near $4,500/mo. Outsourcing should save you quite a bit of money AND provide a better return on your investment.

Outsource Your Digital Marketing - Yay or Nay?

Thinking about a statement earlier, it all depends if you want to be competitive or not.

Let’s do a test.

Head to google.com, open a private browser tab (incognito, etc)  and search for your industry keywords. Don’t search for your business by name. So if your business is “Northern Plumbing & Heating”, don’t search for that.

Search for how you want to be found if someone has not been introduced to your business before.

Something like : “Plumbers near me” or “Plumbers in [insert city here]”

The reason you do this in a private window is that it will remove previous search history.

Google is smart. They know you’ve been to your website before, so if you just search for “plumbers”, it will bring up your site first because you’ve previously visited it before.


So, what were the results of this quick test? Were you on the first page? Were you on the top 3 listings? Do you see your business somewhere in the Google Map Pack results?

No?

Then you need to outsource your digital marketing.

Or, you’re just OK with your competition being on those pages.

If by now, you think it’s a good idea to outsource your digital marketing though, you should look for a digital marketing agency .

Breeze Digital Media News & Resources

By Brad Poirier 22 Nov, 2017

Offline Advertising + Marketing Automation go together like PB&J (Jelly or Jam, whatever your fancy is)

If you’re like me, then you my friend, are a data junkie.

Even if you’re not a data junkie, you can still appreciate measuring your ROI (return on investment)

What I’m saying here, is that while the world is going (has gone) digital, you can still make excellent use of offline marketing campaigns and advertising. Let me explain.

Suppose you are advertising on traditional media, such as print, radio, TV – or even something as simple as handing out 500 flyers around town. Those media formats are excellent for reaching wide audiences, and yes, they CAN be tracked. There’s several ways to track offline advertising. We’re going to discuss tracking offline advertising using automation methods.

By Brad Poirier 18 Oct, 2017

Deadlines. Employees. Networking. Accounting. Advertising. HR. – The Party Planning Committee.

As a small business owner, you likely wear many hats.

“Wait, now I have to wear a marketing hat also?”

Well the short answer is no, you don’t have to. It really depends on how competitive you want to be in your industry.

Your big competitors invest lots of time and money into marketing their business, but that doesn’t mean you have to. Outsourcing your digital marketing to a digital marketing agency can both improve your lead quality and improve your overall ROI.

Let me explain.

By Brad Poirier 15 Aug, 2017
We are a visual society, so you should be using at least one of these options on your website.

Just like website design ranges from no use of images to the overuse of them, same is true with icons today. More than ever, some webpages are being cluttered with icons, that often add no context to the page or just add nothing to the user experience.

When is it good to use an icon on your website? Here's a few criteria I follow plus some resources for putting icons on your website.
By Brad Poirier 13 Jul, 2017
What’s more important to you: A shiny trophy for being number one on Google or a boat load of new clients coming your way.

Yes, we have said before that the number one position on Google gets 33% of the traffic for that keyword, but what do you see coming up as number one now-a-days?

Local Directories come up first. Do a quick Google search for anything local business related, for instance "restaurants near me". I did this search, and not one result on the first page was from a local business website. ALL of the first 10 results were local review sites such as Yelp, TripAdvisor and OpenTable.

Now to be fair, there were three local results that appeared first, in what we call the Google Snack Pack. Before the website results, Google displays three locations from Google Maps, which is also very important. For websites though, it was all local directories.
By Brad Poirier 18 May, 2017
There's pros and cons to this type of Facebook post. The pro, well, you're making an attempt to create business. The cons? How do you set an expiration date on that? Even if you indicate one in the post, there could be that customer that just says "oh, I didn't see that". Further, how do you keep track of it? Are you going to write down on a sheet of paper every time someone comes in and says "Hey, I saw this post on Facebook". Also, not everyone wants to mention that. People want to present coupons and get a deal, they don't want to announce that they're getting a deal.

There is a much better way to accomplish what you are trying to do. You may have seen it, used it, tried it, but here's how to get the most out of the post type called "Offer". Watch the video below to see an example or read below.
By Brad Poirier 10 May, 2017

Chances are the website you’re using for your business is using Wordpress. Why? Because right now,  Wordpress powers 26% of the web   ...worldwide. That’s an overwhelming market share. In the past, my experience using Wordpress has been for some personal blogs, never as a commercial website. For the past few years working as a web designer, I have been using a version of  Zurb’s Foundation Framework   to develop websites. I’ve stayed away from Wordpress for many reasons, which I’ll explain below.

I figured though: If Wordpress powers 26% of the web, it can’t be all that bad though right? Wrong. Sure, Wordpress has it’s advantages, namely in the blogging area. It still is the go-to platform of choice for blogging. Here’s the thing though: Wordpress was never meant to be a website builder. It just evolved that way. What started off as an independent project grew into the global name it is today. The entire platform though, is supported mainly by community members. Try calling a Wordpress support number. Nope. Doesn’t exist.

To really put Wordpress to the test though, I had to actually go through and build a full site, not just a blog page. Well certainly, I wasn’t going to waste my time at work building a client’s website on Wordpress. I decided to build one for myself. I have a photography hobby, and so I chose to build a photography portfolio. 15 hours later, I have an OK performing website with 3 pages setup plus some gallery pages. I am a professional designer and it took me 15 hours to get it somewhat polished.

I logged my experience every step of the way, and so here’s all of my pain points and some of the positives that came out of this experience. Overall I can tell you, though, it’s about as horrible as I expected it to be. I am more certain now than ever, that I never want to develop websites using Wordpress. I can see why large Wordpress sites are expensive to develop. Development costs are almost entirely billed by time. The longer it takes your web developer to get from blank to finished, the more it will cost you. (FYI, my development time and costs are substantially lower than industry averages)

More Posts
Share by: