How to outsource digital marketing services

The battle for consumers’ attention has never been greater. Where once businesses had few options to market their wares – a radio jingle, a newspaper ad, maybe a billboard – the online explosion has created a world where there have never been more ways to promote your message. It is also a world that has given birth to a concept that did not exist all that long ago¹ – digital marketing.

While involving many of the same principles as traditional marketing, the digital variety targets channels such as websites, mobile devices and social media platforms. Added into the mix is the unprecedented ability for digital marketers to measure the effectiveness of their campaigns, with analytical tools providing real-time insights of cut-through rates and customer reception².

There is certainly a lot to like about digital marketing but that does not mean it comes without its challenges. Top of the pile is how difficult it is for businesses to stand out from the crowd in an online environment that is oversaturated with digital ads and, truth be told, digital distractions. Making an impact online is tough enough for digital marketers, let alone business owners and managers forced to juggle the task with their core priorities.

Given such pressures, it is no surprise that an increasing number of organizations are turning to outsourcing providers for much-needed support. Studies have found that digital marketing (34%) has joined accounting and IT services (both 37%) as the most popular outsourced process for small businesses³. Crucially, it has overtaken traditional leaders such as human resources (28%) and customer support (24%).

This trend also extends to the marketing sector itself, with a Marketing Week study finding digital marketing (28%) is the most common industry task to be outsourced ahead of content (16%) and public relations (13%)⁴.

Outsourcing digital marketing is a winner for many businesses but it can be daunting for organizations yet to take the step. To help them turn their digital dreams into reality, this guide will showcase the benefits of outsourcing, identify key skills required and outline tips for choosing an offshore provider.

What is outsourced digital marketing?

Outsourced digital marketing is a resourcing strategy that sees businesses partner with external teams or individuals to help promote their products and services online. Potential tasks include content creation, search engine optimization (SEO) and social media management, while in-house staff benefit by having more team to focus on core business activities. In particular, outsourced digital marketing is a cost-effective way for small to medium-sized businesses to work with digital marketing experts.

^{Source: Essential Digital Marketing Statistics for Growth in 2024 (hostinger.com)}

What are the benefits of outsourced digital marketing?

Outsourced digital marketing offers a range of benefits including:

• Expert assistance: in a misguided attempt to save money, many small businesses entrust digital marketing duties to an admin officer or tech-savvy junior. Big mistake! Digital marketing is a highly technical field that spans specialties such as content creation, pay-per-click (PPC) advertising and SEO. Partnering with outsourcing providers allows businesses to tap into the minds of digital marketing experts who are invested in the latest technologies and trends.
• Access to advanced tools: digital marketing requires more investment than simply creating a TikTok or YouTube account. Outsourcing is a cost-effective means for smaller businesses to access advanced digital marketing tools that help maximize content and gain consumer insights. If you haven’t heard of the likes of Buffer, Hootsuite or SEMrush, it is worth working with external experts who consider them tools of their trade.
• Maintain pace with trends: there are countless examples of businesses soaring online … only to crash to Earth when the likes of Facebook or Google change their algorithms. Outsourcing digital marketing to experts helps avoid this nightmare as they monitor the online landscape, identify trends and make tactical adjustments when needed. 
• Sustainable growth: many businesses are initially attracted to outsourcing as a cost-saving measure. No need to recruit and train full-time employees. Less need to spend cash on office equipment and software. While that is undoubtedly true, outsourcing digital marketing also delivers the benefit of sustainable growth as businesses can invest those savings into areas that yield quality ROI and long-term success.
• Focus on core activities: there are few greater wastes of resources than asking staff to spend time on non-core tasks. By outsourcing digital marketing to external professionals, internal teams can concentrate on their own areas of expertise such as product development or customer service. Along with boosting team morale, businesses gain the benefit of having the right people doing the right jobs all the time.

What digital marketing roles can be outsourced?

Digital marketing encompasses multiple roles that can be outsourced. They include:

• Digital Marketing Manager
• Content Marketing Manager
• Copywriter
• Content Writer
• Proofreader
• Email Marketer
• Search Engine Optimization (SEO) Specialist
• Search Engine Marketing (PPC/SEM) Specialist
• Marketing Specialists
• Marketing & Data Analyst
• Social Media Marketer
• Social Media Manager
• Content Moderator
• Media Planner and Buyer
• CRM Administrator
• Web Designer/Web Developer
• Graphic Designer
• Photo Editor
• Video Editor
• Industrial Designer
• UX Designer
• 3D Modeling Designer

^{Source: Is Now the Time to Ride the Wave of Offshore Digital Marketing? | ASW Blog (aswhiteglobal.com)}

What qualifications and skills do digital marketers need?

Digital marketing is a wide-ranging field that requires a variety of skills and qualifications. They include:

• Creativity: a digital marketer can have all the technical skills in the world but they will struggle to succeed without a creative spark. A creative mind is essential for capturing people’s imaginations, exploring new opportunities and standing out from competitors.
• Technical skills: befitting a sector built on technology, digital marketing success requires a high proficiency in technical skills across various platforms. Quality outsourcing providers pride themselves on recruiting staff that boast such skills.
• Social media expertise: there is a difference between entertaining friends on Facebook and connecting with consumers. Digital marketers are skilled at not only creating relevant and targeted social media content but knowing which platforms reach what customers.
• SEO proficiency: a digital marketer might be able to leave highly technical coding to others but having a solid understanding of Search Engine Optimization practices is essential for running a successful digital marketing campaign.

What staffing options are available for outsourced digital marketing teams?

Digital marketer roles can be categorized by years of working experience.

• Entry-level or junior: less than two years of digital marketing experience, either supervised or unsupervised. Tasks could include implementing social media campaigns, coordinating e-newsletters and simple marketing automation processes.
• Intermediate: two to four years of digital marketing experience. Tasks could include writing advertising copy, coordinating paid digital campaigns, overseeing intermediate marketing automation setup and managing junior marketing teams.
• Senior: four-plus years of experience in digital marketing. Tasks could include setting up complex marketing automation programs, managing the implementation of SEM and SEO strategies, managing digital media budgets and the overall preparation of reports for senior stakeholders.

What are examples of an outsourced digital marketing team structure?

Rather than employing one in-house digital marketer, the lower cost of labor in outsourcing destinations such as the Philippines allows businesses to consider establishing an entire offshore team. An outsourced team structure could look like this:

Businesses also have the option of establishing an offshore specialty team to suit their needs. Examples include:

• Content marketing: a content marketing manager would lead the content team and work towards a strategy set by an onshore digital marketing manager. Support staff could initially include a copywriter/content writer and graphic designer before expanding the team to produce more sophisticated content such as video and animation. Outsourcing tasks such as video editing, animation and web development would be cost-effective and highly efficient.
• Search engine marketing: many businesses choose to split this vital team into two specialist groups - the organic search engine optimization (SEO) team and the paid ads team (search engine marketing (SEM) or pay-per-click (PPC). While they work alongside each other, they each have their particular focus. Roles include SEO and SEM/PPC specialists, copywriters and marketing and data analysts, all of whom can help a business’s search rankings climb and website conversion rate increase. 
• Social media marketing: social platforms are a goldmine for customer acquisition and sales, which is why social media marketing is one of the most popular outsourced services. A typical offshore team will employ one senior social media marketer, who is supported by a team of social media managers and content moderators. The saying goes that social media is “a hungry beast” and that is why it pays to have a team of people working on a rotating roster to share the load.

How do you pursue an outsourced digital marketing strategy?

The best outsourcing results stem from careful planning and measured implementation. Here are five tips to set you on the path to success.

• Experience matters: digital marketing may be a relatively new concept but there are many offshore providers with proven track records of success. Before signing a contract, evaluate their past work, seek client testimonials and even request case studies. It will soon become clear there is often a difference between the experience and expertise of operators.
• Industry knowledge: look to partner with an offshore provider that can display an understanding of your industry’s unique needs and challenges. Knowing trends, consumer behaviors and the mindset of your competitors will help them tailor strategies to suit your sector and create effective digital marketing strategies.
• Services offered: don’t underestimate the benefits of aligning your business with an outsourcing provider that can offer multiple services and skillsets. While you may initially be invested in one area such as social media marketing, it is reassuring to know your offshore partner can provide additional services as needed. This may even extend to non-marketing areas such as accounting, customer support and HR.
• Communication: all successful partnerships are built on a foundation of effective communication. This starts with an offshore provider’s management team, which should readily commit to providing regular updates and reports about the progress of marketing campaigns. Their staff should also be quality communicators, which is why many businesses choose to outsource to the Philippines given its workforce boasts excellent English proficiency.
• Value for money: a final consideration should be cost of services. It may be tempting to opt for the most affordable option but never do so at the expense of ensuring value for your money. The long-term benefits of partnering with a quality and reputable offshore provider will far outweigh any quick returns.

Conclusion

Digital marketing is here to stay and the best way for many businesses to navigate the evolving online landscape is with the guiding hand of an outsourcing partner. It is not just about sharing content but crafting stories that resonate with consumers, tapping into analytical data and reaching as many people as possible. Outsourced digital marketing can make all that and more a reality for businesses of any size.

Recruitment challenges and economic pressures are justifiable reasons for outsourcing but it is easy to forget the multitude of ‘proactive’ reasons for partnering with a quality provider. Discover how outsourcing can be leveraged to deliver sustainable growth.