Marketing Talent: Outsourcing vs Hiring?

This is one of the most common questions that I get asked so I thought I’d share my insights here with you.

The fact that you are considering this question probably means that you are experiencing growth or you are keen to experience some big growth over the next 12 months or so in your company.

And right now you need talented marketing professionals to help you do that.

You have a number of options. You can either hire someone internally, you can hire an advertising agency or marketing consultancy, or you can recruit a specialist freelance contractor.

Which one is right for your company?

The solution will depend on a number of factors.

Here is one of the important questions to consider:

Do you already have a person in-house (besides the owner) with the time and strategic ability to drive your marketing?

If yes, you could find that hiring “the right” employee is right for you.

But if you are a small business and you are the owner, chances are you are currently wearing the marketing hat in your business. If you want to experience considerable growth, chances are you’re going to need to pass that marketing hat to someone.

If you are expanding into new markets or about to significantly ramp up your marketing efforts, you want to be sure that you get a marketing professional with extensive experience – someone who you are 100% confident has experience in your industry and/or using the media you’re going to target.

Which option?

The challenge is, hiring an employee with senior level marketing experience with the know-how to develop the right plan and put in place the right systems, then drive it, can be expensive.

On the other hand, hiring a junior or mid-weight marketing manager is more affordable (at face value) but do they have the depth of experience to successfully drive your growth? And in the long run, will they produce the increase in sales that you are looking for?

For example, in many case, before hiring employees, it makes sense to get ä sophisticated marketing plan in place and the right systems first. In other words, a formula that works.

To do that, you can hire a big name advertising agency or marketing consultancy but do you have the budget for that? Many agencies are highly expensive and out of the reach of small business.

An alternative that many of our clients are running with is to recruit specialist marketing contractors to come in one day a week or so and develop your marketing plan, put in place those systems, and start implementing your marketing activities.

Then – when everything is firing, that’s the time to hire a marketing manager internally – once the plan and new initiatives are locked into place.

You could, of course, hire someone to do that from the outset if you can find an afford a person with the right level of ability and experience.

Here is an example …

A client in the professional services industry wanted some Intellectual Property developed of a very specific nature and it required a high level of strategic talent as well as the ability to write the material and then market it. Plus, they needed someone with experience in their particular industry.

They considered hiring someone but knew that because of the very specific skill set they were looking for, it would be difficult to hire someone with the level of all round experience that they required.

They needed someone with experience consulting to businesses across a number of industries, someone who can write, someone who had experience using various different marketing methods, had specific case studies to draw upon, and someone who knew their particular industry.

The client spent a very long time searching for the right employee but they couldn’t find anyone with the background they were looking for.

So – they engaged me. I had the experience they were looking for and because I was a freelance consultant working across a number of sectors, I brought “new blood” to the table … an outside perspective of what’s working in different industries which could be applied to their industry. Not only that, I didn’t need any training so I was up to speed from the word “go” plus I was available for an immediate start.

Another example

Another client in the professional services sector was about to franchise their business operations and again, they were looking for someone with a very specialist skillset. Someone with the depth of experience to help them reach their large targets but also someone with skills across a number of sectors. They wanted someone with experience to:

  • Develop franchise marketing strategies for marketing professional services frnachises
  • Develop a marketing plan to market their financial services
  • Conduct online product launches
  • Develop concepts for and market their events
  • Design WordPress websites
  • Establish an email based CRM
  • Develop their social media and blogging strategies
  • Train their people in marketing, blogging, website management and social media
  • Have a proven track record in franchise marketing, as well as marketing accounting firms, marketing financial services
  • Have contacts within those industries to collaborate with
  • Establish strategic alliances
  • Have the ability to write copy that gets results
  • Someone with a senior level of marketing experience

They looked around and while they found people with expertise in one of those industries, they couldn’t find anyone with both the breadth and depth of experience they needed and someone with a strong track record of producing results. Co-incidentally, I had a strong track record in all the areas that were mentioned on their wish list.

The point is this …

If you’re keen to significantly grow your company it’s important to get both high level strategic advice as well as someone who can offer you hands-on implementation guidance within your business. With a specialist contractor or freelance consultant you can have both.

They’re there to establish all the marketing initiatives and systems, then when that’s done help you hire the right employee that they can then pass the baton to when everything is in place.

Sure, it may look like it will cost you more to engage a contractor or freelance consultant, than it would to hire an employee but many companies find that it actually is far less expensive and more profitable when they weigh it up. Plus, you get the high level advice that an advertising agency or marketing consultancy offers at a fraction of the price plus have someone on hand to bounce ideas off, as well.

Through our International Writers and Consultants Academy, we have a number of experienced marketing contractors and freelance consultants and copywriters who have specialist experience in a number of different industries. You can engage them on a project by project basis or for one month, two month, three month or even six month contracts. Just send an email to or call us on +617 5448 9465.


About Kristina Mills:
Kristina Mills is a highly regarded direct response copywriter, marketing strategist, entrepreneur and success strategist having worked with and produced great results for some of Australia's most inspirational entrepreneurs, speakers, event companies, professional services firms, property companies, and internet entrepreneurs. She is the author of Invisible Genius Vol1 and 2, Freelance Copywriting Fast Track Course, Direct Mail Mastery, Web Copy Mastery, Invisible Genius Vol.1 and 2, Mortgage Broker Letters that Sell, Real Estate Letters that Sell, How to Create a Sales Explosion With Every Ad and Letter Your Write. To find out more about how Kristina can help you live your potential, arrange a free 15 minute phone chat.

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