Читать книгу 99 Marketing Mistakes - Kenyon Blunt - Страница 28

Mistake #21

Not Hiring Experts

It may seem like I’m speaking out of both sides of my mouth, but I also think small business owners need the help of experts. In the last mistake, I explained why using a marketing agency isn’t right for most small businesses. Instead, you can assemble your team of subcontractors to do the marketing at much less cost and with more success.

Most smaller companies and startups don’t have the resources to be experts in all things. When they try to do it all, they stretch themselves, and bad things generally happen.

My rule for outsourcing:

Never outsource your strategy. You, the owner of the business, know more about your company and industry than any supplier or agency. An age-old rule in strategic planning, never outsource a strength, is also true in marketing.

Outsourcing for Small Businesses

There are tasks where outsourcing makes sense. Here is my philosophy for when to do this:

 When you need specific skills or expertise. Outsourcing skills that you don’t have makes sense when you don’t need them on a full-time basis. As you grow, you can decide when and if to bring this expertise in-house.

 Outsource a weakness. We can’t be good at everything. Look at those tasks you aren’t good at or don’t like, and find some key suppliers.

 Time-wasting activities. You even may be good at some marketing activities, but it doesn’t mean you should waste your time on them. Outsource any task that has little client impact.

 Cutting costs. Outsourcing is an excellent way to cut costs – as long as you’re not diminishing the strength of your company. Sometimes DIY marketing is even more expensive than agencies if you have an under-utilized in-house team.

Marketing Activities to Outsource

It’s easier to outsource some marketing activities more than others. I’ve listed the ones I use the most often. However, this list is meant only as a guideline. If you have specific strengths in these areas, or don’t need this particular skill, you can omit the activity.

 SEO (search engine optimization). Keywords and search phrases are crucial. Hiring an expert for some in-depth keyword research can have a huge payback.

 Logo design/branding. A skilled designer can create a brand that will last a long time. Your logo will be on everything, so don’t go cheap and hire your cousin or uncle to get the job done.

 Website design. It’s possible to create your website using platforms like Wix or Weebly. Your website is the hub of your marketing; a DIY site may make the wrong impression. I outsourced mine on 13Upwork.com to a developer in Sri Lanka. It didn’t cost much, and it looks professionally done.

 Content marketing. It takes a lot of time to create eBooks, blogs, whitepapers, etc. 75 percent of marketers are outsourcing content in some fashion. You can start by hiring a freelance writer.

You may not find a key supplier on your first attempt. Test different suppliers until you’re happy with the results.

13 www.upwork.com