outsource marketing

How to work with limited marketing resources

Given that we operate in an increasingly demanding and complex workplace, it may be necessary to outsource your marketing.

The speed and volume of communication online, the number of choices, and evolution of technology has intensified. Time is scarce, and the resources required to reach new audiences, and deliver leads are often limited or don’t exist.

Missing a great opportunity is to wonder what could have been. A delighted customer? A chance to connect with a new prospect? The possibility to make a difference?

How to work with limited resources

There are several ways to deal with situations like this. As a manager, you need to decide how to address this problem. Here are some of the considerations:

Keep going

In the short term, you can accept the situation and keep plugging away with what you can. As a strategy, this will last only so long. There’s a limit to what you and your team can do and for how long without things falling through the cracks.

Learn to say ‘no’

Being able to say ‘no’ is easier said than done and can be a difficult strategy. Often you don’t like to admit that you and your team don’t have the time, resources or capacity to take on more work. But, if you’re already struggling with your workload, you need to stand your ground and learn to say ‘no’. Learn when and how to say ‘no’ and you can become more efficient at valuing and managing your time.

Delegate or outsource marketing

At any given time, you only have a finite number of resources internally. Often, those people already have goals, jobs and deadlines. If you can acquire some help, it may be a stop-gap until you can employ more resource or free up some time elsewhere. When delegation isn’t possible, you should look to outsource marketing. With too many shoes to fill, recruiting the help of a third-party can keep you afloat.

You don’t have to choose between all internal versus all external marketing as a model for your marketing department. You can combine a model whereby you work out which skillsets are worth outsourcing. For example, you may decide to keep the strategic and project management marketing activities in-house and choose to get outside help from those with more specialised skill sets. Or, you may have ongoing, repetitive but time-consuming operational processes which could easily be done outside that would save you precious time.

If you find yourself struggling with making the time to brief outside help, or worse still – find outside help, it’s time to take a step back and review your options.

Penny Thorn