It's a fact of life and a rule of business: We can't all be experts at everything.
This is why many companies - large, medium and small - choose to outsource certain marketing jobs.
When a company is not an expert in some aspect of marketing, it turns that piece over to contractors who are experts.
Even when a company does have the internal expertise to tackle a marketing project, outsourcing can still be the best option when looking for ways to save time, save money, increase efficiency and improve quality.
Sound great? It can be.
But without some guidelines for both the hiring company and the marketing vendor to follow, the process of outsourcing can be a challenge - or even a headache - for all involved.
Thankfully, there are ways to set yourself up to succeed with a marketing vendor and get the results you expect.
Here are some simple rules for outsourcing success: (1) Do your homework - Find the right vendor by doing your homework up front.
Cost is certainly one criterion to consider, but don't automatically go with the cheapest option or you may be sorry.
Look at a vendor's samples or portfolio of work, see if the company has testimonials or references from current clients, and talk to the vendor's team members to see whether there's a natural rapport between you.
The vendor's work will ultimately reflect on your company, so choose the right vendor from the get-go and you'll be a giant step closer to an outsourcing victory.
(2) Trust your judgment...
and the vendor's expertise - Once you've selected a company to handle your outsourcing needs, relax and trust that you chose the right one.
Then give that vendor the freedom to do the job.
Micromanaging or second-guessing may hinder progress and damage the client-vendor relationship before it really has a chance to blossom.
(3) Designate a liaison - Pick one person from your staff to be the designated point of contact between your company and the vendor.
Doing so will streamline the communication process, alleviate potential confusion and keep each project on the fastest track to completion.
That doesn't mean, of course, that only one person gets to give input and direction.
Rather, the designated liaison is the collective voice for the company and is tasked with relaying ideas and input to the vendor.
(4) Communicate and respond - Vendors aren't mind readers, so when they ask for feedback or have questions that only you can answer, respond to them quickly and thoroughly.
Let the vendor know the best method and time to contact you.
Then do your part to be responsive, especially early in the relationship, when a vendor is still learning your company's culture, products, services and processes.
(5) Limit the review process - The vendor's work should always be subject to your company's approval, but don't create an approval process that drastically impedes progress or completion of a project.
If 50 people are included in the review and approval process, it may be next to impossible to get anything approved.
Decide whose stamp of approval is imperative and limit the approval process to just those people.
This will keep things moving forward with your vendor and your overall marketing campaign.
(6) Build a partnership - Your marketing vendor should become your partner - an extension of your company and your staff.
The stronger the relationship you have with your vendor, the better the results you will see over time.
When the vendor feels like a valued and trusted partner, the vendor feels ownership and pride in what your company is doing.
Thus, they can't help but go above and beyond to really make you shine!