As any business owner or professional service provider understands, no matter how strong the product or service, you can't sell it if people don't know about it. Once upon a time the local newspaper or yellow pages served as the primary medium for promotion but the Internet has changed the way people find or search for a product and service. Most business or professional people do not have a clue on how to use the Internet to promote their product or services. The question is do “I hire a full-time marketing person or do I outsource this acitivity?”

While a good argument can be made to having your own marketing professional on staff and especially if you are a medium or large business but for most small businesses it is smarter to outsource your on-line marketing. Why:

1. Reduce Costs

Many companies that choose to outsource their marketing do so because it simply isn't cost effective for them to employ their own full time marketing team and with the new health provisions and taxes being introducted makes it very costly to hire a full-time person.

2. Reduce Time & Effort

Most business owners realize how important it is to market their product or service on the Internet but they do not have the expertise to effectively handle all of the Internet marketing optiions available. There is also the issue of time and most business people do not have enough time to promote their business.

3. Increase Flexibility

There is no learning period or training requied because most Internet Marketing companies have the resources to begin new projects almost immediately giving greater flexibility in the way you manage your online marketing campaigns.

4. Instant Effort

Employ the talents and expertise that the outsourcing company brings to the table. They will be in tune with the pulse of the online community. They understand the who, what, when, where, and why of Internet users. Their job is to determine where and how your customer base spends their time online, and then how to attract them to your site. This involves engaging with your customer demographic through social media, targeting them through the proper use of traditional advertising (they should be involved in providing their recommendations and how these efforts will impact on the online activity), and optimizing your site so that when visitors arrive they spend time on your site and are compelled to make a purchase.

Okay, I am convinced but how do I choose an Interrnet Marketing Firm:

Have a Plan:

Knowing is half the battle. Have an idea of what you want to accomplish via search marketing and which avenues appeal to you and why. Whether it is search engine optimization, social media optimization or a pay per click campaign, outline your goals and how you could be best served with a particular marketing campaign. With these factors in mind, an internet marketing professional can you formulate a more specific game plan.

Define The Goals:

Clearly state your objectives, be they increasing revenue, grabbing market share, or better interacting with customers - know where you want to go with your campaign. The internet marketing specialist will then help you determine the most effective ways to realize your outcomes.

Setting a budget is also extremely important. It's okay to modify your budget, and to add or subtract dollars as your marketing plan progresses - but be clear with your internet marketing specialist about how much you are prepared to invest so that in return you will have a clear idea of how those dollars are going to be used.

Picking An Outsourcing Firm:

While personal references - or word of mouth - are ideal, first be sure you like what you see and what you hear. The marketing firm should be expected to be part of your marketing team and be a good team player. Interview potential consultants - see what they have to say about your marketing goals - see if you think along the same lines. And, as always, do a reference check!

Chuck St. Arnaud

Chairman & CEO