More and more digital marketing agencies are feeling the effects of today’s tight economy. And oftentimes, when company budgets get smaller, limited staff are left carrying out tasks outside their regular wheelhouse.
For example, your Content Manager may be tasked with juggling SEO and keyword research—on top of their management responsibilities. Meanwhile, your Content Editor or Designer may be asked to step into a copywriting role—something they haven’t done in years (or ever).
I get it: In the face of economic downturns, agencies must be resourceful, but striking the right balance between flexibility and expertise is essential.
Outsourcing to skilled professionals can be a strategic solution, helping agencies navigate financial challenges while continuing to deliver top-quality results for their clients.
The Benefits of Outsourcing
Overlapping some staff duties at your agency isn’t a bad idea. But for others—like copywriting—you should always have an expert.
But when agency budgets are tight, hiring more in-office, permanent staff is likely the last thing you can afford to do. That’s why outsourcing to a freelancer—such as an SEO copywriter—can be the answer. I outline some of the top benefits of doing so below.
Cost Savings
The most significant advantage of outsourcing is the potential for cost savings. On average, companies report savings of 15–30 percent and efficiency boosts of up to 25 percent.
If you’re wondering how outsourcing can create cost savings, you must consider all the costs of hiring in-house staff. On top of an employee’s base salary, you need to account for costs like:
- Taxes,
- Vacation time and sick days,
- Benefits and retirement savings, and
- Overtime costs.
Plus, additional employees means more workspace, office equipment, and supplies. The new hires will also create additional technology and accessibility requirements.
But when you outsource some of your agency’s work, you’ll be working with a freelancer—someone who’s responsible for paying their own taxes and doesn’t require company benefits.
Since they usually work remotely, they won’t need you to supply a workspace (possibly even allowing you to downsize and save on rent). They also won’t be using your utilities or technology, generating more savings.
Focus on Core Competencies
As the owner of Sarah McKenzie Copywriting & Web Design, I often tell clients, “Do what you do best and outsource the rest.” If you focus on your skillset and leave some other tasks to professionals, you’ll always get better results.
Most importantly, by outsourcing to a professional, your marketing firm benefits from greater expertise. Since mid-to-senior level copywriters have been driving marketing results for years, they have ample experience to bring to the table. Although some copywriters are generalists, others specialize in a particular area—like SEO blog writing or writing for healthcare organizations.
A professional copywriter also has access to the best tools and resources. By working with multiple clients at once, they’ve become adept at identifying the best way to get results from your marketing. They closely follow market trends and stay up-to-date on the latest techniques and strategies.
The Ability to Scale
Outsourced teams provide the flexibility to adapt to your agency’s evolving needs. You can scale up or down based on project demands, ensuring efficiency without the added costs of hiring employees.
Freelancers get paid per project or monthly retainer, often with no long-term contract necessary. That way, your agency can use them only when required—when work is available. If your agency lacks consistent client work, you’ll no longer feel guilty justifying the costs of extra in-house staff.
No Learning Curve
A freelancer often frees up time out of your workday. If you partner with someone highly experienced, they’ll require little to no onboarding, meaning they can dive right into projects—and start getting you results.
They’ll know the best approach to your marketing strategy and won’t have to navigate a learning curve. After all, they have many projects under their belt, with each experience teaching them something valuable. Using the insights they gain from past client work, they can deliver optimal results for your clients.
The Consequences of Failing to Outsource
Several challenges arise when your agency’s employees are stretched too thin or assigned unfamiliar tasks.
The quality of work may suffer as employees struggle to keep up with new demands while maintaining their core responsibilities. Efficiency declines as tasks start taking longer due to inexperience, leading to missed deadlines. Job satisfaction can take a hit, as employees feel overwhelmed and underprepared, potentially leading to burnout and higher turnover rates.
There can also be misaligned messaging, inconsistent branding, and missed opportunities to engage potential customers. At the same time, client dissatisfaction begins to rise.
Although it may seem more economical to keep all costs in-house, it often leads to long-term losses. Poorly executed campaigns may damage your agency’s reputation, and you may even lose business—ultimately draining valuable time and resources.
Identifying When It’s Time to Outsource Some of Your Digital Marketing Agency’s Tasks
Outsourcing may be something your agency should consider, especially in the following situations.
1. Your agency has too much work.
Agency workloads often fluctuate, with periods of intense client demands followed by quieter times focused on lead generation. During peak seasons, an overwhelming influx of projects can stretch your in-house team thin, leading to longer turnaround times, decreased quality, and increased employee stress.
By outsourcing certain tasks, you can ensure that projects are completed efficiently without overloading your core team. This allows your agency to maintain high-quality work while keeping employees engaged and focused on their areas of expertise.
2. Your agency lacks the expertise.
Every agency has its strengths—whether it’s social media management, branding, PPC campaigns, web development, or SEO. However, challenges quickly arise when a new project requires specialized skills beyond your team’s expertise.
Hiring a full-time specialist for every niche skill isn’t always feasible, especially in a tight economy. Instead, outsourcing allows you to bring in experts as needed, ensuring each project gets the specialized attention it deserves.
By leveraging external expertise, you can take on more diverse projects, confidently meet client demands, and maintain your agency’s reputation for delivering top-tier results.
3. Your agency needs to reduce in-house staff.
Economic downturns or budget constraints often force agencies to make difficult decisions, including reducing in-house staff to cut overhead costs. But even with a leaner team, client expectations and project demands don’t disappear. You still need skilled professionals to execute campaigns, manage accounts, and deliver high-quality work.
Outsourcing provides a cost-effective solution, allowing you to access top-tier talent without the long-term financial commitment of employee salaries, benefits, and training expenses. By partnering with experienced freelancers, you can scale your workforce up or down as needed. That way, you ensure your agency remains agile and can deliver exceptional results—even with a smaller core team.
How to Outsource Your Digital Marketing the Right Way
By now, you may have determined that working with a professional freelancer may be a great option. But before you sign your name on a contract, you should do your due diligence.
When hiring a freelancer, gathering the right information to ensure they fit your needs is essential. Here are some key aspects you should discuss with potential partners:
- Their Rates: Freelancers may charge hourly, by project, or on a retainer basis. It’s important to align your budget with their rates and make sure there are no hidden fees or unexpected costs down the line. Clarify payment terms, invoicing schedules, and any upfront fees to avoid misunderstandings.
- Their Proven Results: Ask for case studies, portfolios, or references demonstrating their ability to deliver results. This can include past work, client testimonials, or specific metrics that showcase the impact of their contributions. Proven success in similar projects ensures they have the experience to meet your expectations.
- Their Work Availability: Ensure the freelancer’s availability aligns with your project timeline. Discuss how many hours they can commit per week, whether they’re working on multiple projects simultaneously, and how quickly they can respond to urgent needs. Knowing their capacity upfront will help you avoid delays or overloading them.
- Their Contract Details: Review the terms of the contract carefully. This should include the scope of work, deadlines, payment terms, and intellectual property rights. A solid contract protects both parties and ensures clarity on expectations. It’s also important to include clauses for confidentiality and non-disclosure, particularly if sensitive information is involved.
- Their Communication Preferences: Communication is key to successful collaboration. Ask the freelancer about their preferred methods of communication—whether through email, phone calls, or project management tools. Additionally, discuss how frequently you should expect updates and how quickly they can respond to questions or feedback.
Continue this interview process until you find someone who is a suitable match for your agency. Once you choose a freelancer to work with, you’ll want to set up your relationship for success. Provide them with details about your project, be open to their input, and then let them show you what they’re capable of!
Conclusion: Weather the Economy by Outsourcing Your Digital Marketing Agency’s Copywriting
While economic downturns force companies to be more resourceful, maintaining a balance between adaptability and expertise is crucial.
One effective strategy is outsourcing specialized tasks, such as copywriting, when needed. This approach ensures effective results, keeping your agency competitive in any economy.