When to outsource your online marketing
By Mark Atterby
Your business depends on the success of your website to generate leads and sales. You want to gear up your digital and online marketing strategies to drive growth. The question is: how much do you do yourself and how much do you outsource? What are the costs? What are the benefits?
Online marketing embraces a range of terms and activities associated with promoting brands and websites including SEO (Search Engine Optimisation), PPC
Locally you can expect to pay at least $45 an hour for a competent freelancer to help you with your SEO and other online marketing.
(Pay-Per-Click) advertising, social media marketing and mobile marketing.
It’s a complex and ever changing space that can easily confuse and befuddle the uninitiated. One of the main reasons for outsourcing it is to avoid the hassles and expense of doing it yourself by tapping into the skills and expertise of people who have been doing it for some time.
There are, however, a range of challenges in finding the right people to do it.
Don’t be fooled by cheap promises
There are plenty of companies out there making false promises about SEO and Internet marketing. Anyone who guarantees top Google position within three months is either lying or insane. And anyone who claims to do this really cheap is likely to be a scammer utilising black hat techniques that will have your website disqualified and removed by search engines.
In most industries competition for keywords and search phrases is severe. Unless you operate in a niche market or in a localised business with little competition, you are going to need to devote resources to stand out from your competitors.
If you are a small-to-medium business and your budget for outsourcing your online marketing is much under $500 per month,
A lot of offshore SEO providers are extremely cheap. Aside from Viagra and weight loss, the highest level of spam emails is for SEO services.
it’s likely the results will be disappointing. Even if you are using an offshore provider expect to pay a reasonable amount of money – to get a decent job done.
Locally you can expect to pay at least $45 an hour for a competent freelancer to help you with your SEO and other online marketing. To use an agency that employs a range of highly qualified and experienced experts will start at $80 per hour and you can expect to be paying up to $150 per hour.
A lot of offshore SEO providers are extremely cheap. Aside from Viagra and weight loss, the highest level of spam emails is for SEO services. There is one reason for that – except on very rare occasions, they are not very good.
That’s not to say there aren’t very good ones – there are. But they won’t work for much under $10 per hour (as an individual freelancer rate) and you will need to invest the time to ensure the quality of the contractor or agency that you employ.
Employ your own experts
If you’re business is at a stage where it needs to employ its own online marketing talent then you will start looking at an annual expense of $70k. That’s the minimum you will pay in wages, benefits, and office costs for a competent person with a couple of years of experience.
Whether you outsource your online marketing or do it yourself you need to consider what stage the business is at and what would be the best approach at that stage. And you can do both, employ someone to manage and maintain the overall strategy while outsourcing specialist tasks and activities.
February 23, 2015