Through the Spyglass


Online Marketing Costs Are Increasing but Yours Don't Have To: Part One

You probably hear it all the time – we sure do. Everyone is on the Internet and social media, so your brand should be, too. And costs are increasing, mind you, so you better boost that budget of yours to keep up. The budget-conscious marketers and business owners breathe a collective sigh.

But don't fret; there's hope! Sure, if you're hiring lots of full-time staff with specialized skills sets, creating an on-site video production studio, and are pouring more and more money into advertising campaigns, then yes, your budget will continue to skyrocket.

However, those are not the only ways to handle online marketing and still be effective at it. We're going to break down current myths about online marketing and demonstrate how to deliver effective marketing programs without breaking the bank. There are so many myths floating around that we're going to publish this in a three-part series.

Myth 1: We need to hire the best in-house talent around.

Attention spans are shortening and Internet users are demanding ever higher quality content to retain their attention (dang those Millennials!). So to keep up we need talented, in-house subject matter experts to cover the gamut that Internet marketing requires. 

Reality: Yes, you need in-house talent. But do you need a subject matter expert in-house for everything? Do you need someone full-time for social advertising, gif creation, SEO, email marketing, video production, etc.? For many businesses that just isn't possible considering you also need to run the business. This marketing manpower is on top of the staff you need to produce the products or services you are selling to fund all those salaries. 

Alternate Solution: Many businesses work with a combination of talented in-house and outsourced individuals depending on the need. By having talent in-house, you can provide the consistency needed to know the brand inside and out and keep operations running smoothly throughout the year. But by outsourcing you're able to scale up and down depending on the need of the moment without worrying about high, continual overhead. You're able to be flexible with finding the right experts at the right time, and not trying to fit square pegs into round holes just because those are the resources you are already paying for.

Myth 2: We need to develop an in-house production studio.

Because of the market's insatiable desire for video, we need our own production studio to keep up and stay visible. We must have original video content for every social platform and for our website on a regular basis. 

Reality: Internet users do have an insatiable desire for video; however, not every business needs to maintain their own in-house production studio. There are great examples of companies using this method successfully (check out CMI's article on EMCTV). But even those companies typically didn't launch a full production studio from scratch right off the bat. They scaled up as the need and results were made evident. 

Alternate Solution: Start with the marketing talent you have and work with outside video production teams to lay the groundwork for your video efforts. As you see the results from audiences and get your executives on board, continue to increase in-house as you see fit.

But why invest in the overhead infrastructure and staff when there are many top-of-the-line video production crews who are able to communicate the nuances of your brand? Also, when new products are available you won’t be stuck with outdated equipment.

Plus, you will have available a much wider range of creativity working with outsourced teams as they deal with many different companies and situations. They just might provide the spark you need to retain your customers' attention on an ongoing basis. 

So keep those dollars in your pocket and see how creative you can get in delivering the best content at a reasonable price. Stay tuned to learn more about:

  • The need to be present on every social platform around.
  • The need to produce an ever-increasing amount of content.
  • The need to hire analysts for deep dive analysis of all marketing efforts.
  • The need to pour more and more money into online advertising.