We’re going to put it out there. A great marketing manager is like the conductor of an orchestra. You don’t necessarily play an instrument now yourself, but you’re darned good at overseeing a symphony. You guys have worked at the coal face, yet you also understand strategy… and all those things make you one very valuable piece of kit.
Of course, the flip side to that is that you’re also one very expensive resource to be actually writing and implementing email campaigns, for example, when you could instead be driving policy to support the business’s objectives. So what gives?
Accepting the baton
It can be hard to let go of the day-to-day stuff. Entrepreneurs, business owners, and marketing managers often struggle to do so. It can feel as though other people either simply don’t understand the nuances of the company messaging or don’t have the passion to get things just right. Nobody can do everything, however, and nobody should.
The problem is the ultimate goal of most businesses is growth, and success on that score is dependent on strategic players driving it forward all the time. These key individuals should be creating new products, developing services, scaling the business successfully and thinking strategically. It doesn’t mean sorting out invoicing problems, writing the content of a newsletter, or designing a banner. In reality, those things are best left to people who deal with each specialism every day. They don’t have to go through a re-learning curve each time. So it often makes sense to outsource those things to others.
Outsourcing builds an orchestra from a one-man-band…
… and from a marketing team with strategic thinking. Put simply, outsourcing gives a marketing manager access to experts with specialised talents. A successful email campaign isn’t simply a matter of writing a couple of paragraphs and sending it out. It actually requires a broad range of knowledge and skills. Just a few examples include:
- Copywriting tailored to each recipient/sector/audience
- Calls to action that work
- Image creation that strikes a chord
- HTML coding that escapes spam labelling
- Server management that avoids black-listing
No one person can do all those things, and it’s expensive to have those skills available in a team in-house. Outsourcing a monthly mailing campaign, therefore, will always be more successful because it means specialists, guided by the strategy they’re being fed from the marketing manager, are taking care of the detail.
Outsourcing leaves you free to assess the score in quiet times
But there’s more to the benefits of outsourcing than that. Few businesses are flat out every day. There are busy periods, and there are quieter times. A marketing manager with a team of outsourced specialists can continue with their strategizing and planning regardless of these peaks and troughs. When it’s hectic, the orchestra plays to their beat. When it’s quiet, the orchestra takes a break… and the conductor can continue to review the score ahead.
Conductors are of most use doing what they do best… conducting
At the end of the day, as business owners or marketing managers you know your time is best spent focusing on growing the business. Without you conducting at the front, setting the pace one beat ahead, the company will soon stagnate. The key enabler for achieving this, though, is time. By getting specialists to do the actual tasks, therefore, and by giving yourself time to do that thinking and planning instead, if as the maxim goes – time is money – we reckon you’ll find it’s time well spent.