We create, publish, and update content such as service materials, white papers, and implementation examples, hold private seminars, send e-mail newsletters to our own house list (prospective customer list), send e-mails to external media, etc.
The work of web marketing staff is wide-ranging, including planning, progress management, and effectiveness verification, and the amount of work involved is extremely large.
It is not uncommon for some of these tasks to be outsourced in order to be more efficient and effective. This time, we will be thinking about outsourcing marketing operations.
Two advantages of outsourcing
Outsourcing itself has two management benefits: “strengthening corporate competitiveness” and “accelerating growth.”
In order to increase a company’s competitiveness, it is necessary to reduce the costs of low-productivity operations and focus on the company’s core operations, and outsourcing is effective for this purpose.
Additionally, if you can outsource tasks that require specialization, you can utilize external expertise to speed up decision-making and accelerate your company’s growth.
Core duties of marketers
What is the “core job” of a marketer?
In the first place, regardless of the type of job, “core work” is determined based on whether the work content is directly connected to the company’s competitiveness or not.
・Does this work become your company’s strength and differentiate it from other companies?
・Does it lead to the value provided that is most supported by customers?
All operations that are not directly linked to competitiveness are called “non-core operations” rather than “core operations,” and are eligible for outsourcing.
The role of marketing is to acquire new customers and create a system to increase sales.
In other words, the “core business” is the work that leads to the acquisition of inquiries and requests for materials from potential customers.
Specifically, this includes marketing planning and effectiveness verification.
Marketing operations outsourcing
There are many marketing tasks that can be outsourced so that you can focus on the core tasks of planning and verifying effectiveness.
First, we create content such as white papers and company examples.
It is a common practice for owned media to ask outside writers to write columns.
There are also companies that can host private seminars on your behalf.
In addition, outsourcing to specialized companies is effective for tasks that require specialized knowledge to operate, such as listing advertisements and SEO measures.
Notes on outsourcing
Outsourcing companies will take care of all tasks that you request, but it is extremely dangerous to entrust the entire task to them.
Planning and effect progress are the “core duties” of marketing personnel.
Even if you receive suggestions and advice from an outsourcing company about which targets to appeal to, what kind of content to appeal to, and how to connect to inquiries, the final decision is made by the marketer.
Click here to learn more about marketing outsourcing.
summary
◆The management benefits of outsourcing include “strengthening corporate competitiveness” and “accelerating growth.”
◆Planning and effectiveness verification become “core operations” in marketing operations, and other operations are subject to outsourcing.
◆It is no good to throw away all the work. Even if you receive suggestions and advice from the outsourcing company, the final decision is made by the marketer.