Want to know more about outsourced digital marketing services? Or even how you can work with an online advertising company in the Philippines? You’re in the right place.
Few teams encompass as diverse a range of roles as a digital marketing team. You have everyone from the people who plan your marketing content to the people who create it (in all its forms) right through to the people who drive traffic to it. And everyone in between.
This vast range of skill-sets, coupled with the fact that digital marketing is still very much in its infancy, means that it can be very difficult to find all the people you need, locally. And even when you do manage to find them, they’re in such high demand that their asking price makes them practically unaffordable. You simply can’t afford to invest in the entire team you need, and even after investing in just a portion of the team you need, you’re left with very little capital to invest in other growth strategies or innovation.
But while local digital marketing professionals are expensive and in short supply, there are some countries where they’re readily available – at all levels of experience and seniority. And at a much lower cost.
In the Philippines, for instance, you can employ an entire marketing team for the same salary that you’d pay for a single marketing person at home. Perhaps even less. Likewise, you can employ someone full-time offshore for about the same outlay as outsourcing job after job to freelancers, on a project basis. And then obviously you can reinvest the savings into your next marketing campaign! Outsourcing your digital marketing services to a team in the Philippines could help you scale and grow to meet your business objectives.
Offshoring solves the digital marketing problem
The most obvious opportunity for scale is that social media management has essentially become a 24/7 job. Customers expect – and in some cases demand – instant replies on social media, and it’s simply too much for one person to manage. The economic savings of an offshore team means you can hire more people to cover more hours, and to share the load. For about the same cost as hiring one local social media manager working Monday-Friday 9-5, you could run a 24/7 rotating roster offshore to maintain excellent customer service.
That’s not to say you should abandon your onshore team. Far from it…
Which digital marketing team roles can be outsourced?
With Digital Marketing, you’re in luck. Because everything is digital, it’s easy to employ a team offshore.
Common digital marketing team structure
The best way to set up an offshore digital marketing team is to start with 1-3 specialists – not a single generalist. Two (or three) heads are better than one, plus you’ll then have a team dynamic where people can brainstorm together, rather than trying to nut out problems on their own. This typically leads to innovation and superior problem solving.
Have these offshore specialists report to a senior Digital Marketing Manager at home. Someone who can oversee their work and guide them in the marketing style and voice of your business.
You’ll benefit from a team of specialists who each have their defined roles as part of smaller team units. What’s more, when they’re all in the same offshore location, it’s easy for each team unit to work with the other subspecialties. Unlike working with a local online advertising company, in the Philippines, you can set up your own team who work exclusively for you, moving your projects forward and delivering on your objectives.
Note that, although it can be tempting to go for a junior at the outset, to keep costs as low as possible, it’s usually better to employ someone a little more senior, with more experience. Remember, you’re growing a team here, not just employing one or two individuals. Before long, you’ll be reaping the rewards of your small offshore team, and you’ll be actively (and excitedly) seeking to reinvest your profits and grow the team. And when that time comes, it’ll be your seniors, offshore, who’ll be the mentors and managers for your new team members. And that’s when you can start employing more junior roles.
It’s also a good idea to hire offshore for the repetitive, labor-intensive roles, because living, labor and occupancy costs are so much lower, which means you can keep your headcount costs low. And keep the thinking, strategy and planning roles onshore, because you’ll need relatively few of these people, so you can afford to pay a little more for them. Plus, at least in your early days offshoring, these people will be the most familiar with your marketing goals, brand identity, style guidelines, etc.
Now let’s have a look at some of the subspeciality teams that will have the greatest impact on your business.
Offshore Content Marketing Team
A Content Marketing Manager leads the content team, working towards the strategy set by the onshore Digital Marketing Manager. Together they’ll oversee and produce all the marketing messages and visual content for your brand.
Phase 1 of your content marketing team starts with a small core team:
The Copywriter (or team of Copywriters) will produce all the written content for the marketing team. That includes everything from website pages, blogs or articles, social media post text, and paid search engine advertising text.
Your website, blogs and social media posts all need to be eye-catching and on-brand, and that’s the role of your expert Graphic Designer. They’ll make sure your brand’s visuals are consistent across all your platforms. Most importantly, your Graphic Designer will be a whiz at creating custom artwork for promotions, and making your products look their best online or in print.
Next you’ll come to phase 2 in expanding your content marketing team, when you’re ready to grow and produce more sophisticated content. At this stage you’ll have employed (or contracted) local Photographers and Videographers to create stunning brand imagery and top-quality product photos. To save on costs, it’s easy to offshore the supporting roles of Photo Editor, Animator and Video Editor to put the finishing touches on eye-catching promotions.
Finally, if you’re producing a lot of content, you’ll need a Proofreader as a final check and quality control for your content. It’s also efficient to have your own Web Developers upload all the content to your website and make sure it’s looking its best.
Phase 3 sees you add more roles to keep up with content production volumes:
Offshore Search Engine Marketing Team
Search engine marketing works best when you split your team up into two specialist groups: the organic search engine optimization (SEO) team, and the paid ads team (search engine marketing (SEM) / pay-per-click (PPC)). They’ll work alongside each other, but they each have their particular focus.
If your website isn’t making as many sales as you’d like, an SEO Specialist and SEO Copywriter can help your target customers find your business online. SEO specialists have the knack for getting into your customers’ heads and choosing just the right keywords to target.
Within a few months, you’ll see your search rankings climb and your website conversion rate increase. Of course, if you have a huge website with hundreds of products, you’ll make faster gains by employing a team of SEO specialists to work together.
Furthermore, paid ads appear at the very top of the search results, so they’re a great way to put your business front-and-center for customers who are in a hurry. SEM Specialists work out where to place your ads for the greatest conversion rate.
At the same time, SEM specialists use retargeting campaigns to capture even more sales. They’re the ads your customers see when they’ve visited your website but haven’t bought anything yet. The SEM team can also work with the Social Media Marketing team to place retargeting ads into your customer’s Facebook and Instagram feeds.
To monitor your results, your team will produce analytics and conversion reports (or this task can go to a specialized Marketing & Data Analyst if you have one). Because there’s no point in spending money on paid advertising if you don’t monitor your ROI.
Offshore social media marketing team
Social platforms are a goldmine for customer acquisition and sales, and that’s where your Social Media Marketer really shines. It’s not surprising this is one of the most popular outsourced digital marketing services. They’re experts at planning and executing social media campaigns, launching new products and keeping your brand front-of-mind for your customers.
There’s usually one senior Social Media Marketer, supported by a team of Social Media Managers:
Social Media Marketers are the glue between several subspecialties in the broader digital marketing team.
To begin with, they work with Copywriters, Content Writers and Graphic Designers to create the text and visuals for social posts. And they work with the SEM Specialists on retargeting ad strategy and content.
And if the Social Media Marketers are doing their job well, your social media pages will have LOTS of customer engagement. Indeed, this probably means more you’ll need a Social Media Manager (or several) to keep up with the process.
Social Media Managers are responsible for uploading and scheduling content for posts, and replying to customers’ comments and direct messages (and inevitably, sometimes their complaints). In a small team, Social Media Managers also moderate your groups and forums, or you can employ dedicated Content Moderators if demand allows.
What’s more, if your social media strategy is generating lots of customer engagement, monitoring it all can be a full time, high-pressure job. So much so that it pays to have a team of people working together on a rotating roster, to share the load.
Growing your team
The important thing to remember is that once you get started with outsourcing digital marketing services, it’s super easy to grow your Digital Marketing team, either gradually or quickly, to suit your growing business.
We suggest you start with the offshore roles that will give you the biggest returns first, and add more people as your business needs grow and change.
If you’re not sure where to start, ask our team to suggest a basic Digital Marketing team structure that has worked for similar clients, and you can grow from there.
Challenges that offshore digital marketing teams can face
While Filipinos are known for their exceptional English proficiency, your team might need some extra language training about your local jargon. It’s one key way to help Copywriters and Social Media Marketers sound as natural as possible in their writing and also in social media interactions with customers.
The same language considerations apply for SEO/SEM keywords. For example, a thong is a very different product in American and Australian English, so if your business is in either footwear or lingerie, you want to make sure your team is targeting the right local keywords!
When creating your team roster for social media management and content moderation, you’ll need to consider the time difference. If you’re in the US and your customers are most active on social media in your afternoon and evening, you’ll need to plan your offshore team’s roster accordingly.
A good offshoring provider will set you up with a team that can work whatever hours you need them too, so the time zone difference should never be a factor. That said, the time difference can actually work in your favor. When US staff are finishing their work day, a Manila-based team is starting their day, so they can take care of your customers while your US team sleeps.
Interested in recruiting an offshore digital marketing team?
Since our inception in 2006, MicroSourcing has become one of the biggest managed operations providers in the Philippines. With over 4,000 employees, 7 delivery centers and close to 200 clients, we can help you build a dedicated team in the Philippines, regardless of the roles and level of specialization you require.
Want to find out more about our outsourced digital marketing services? Book a free consultation to discuss your company’s digital marketing needs. You could have an offshore digital marketing team set up in the Philippines in as little as 6 weeks. Or request a Job Costing & Salary Matrix of current Philippines salaries for different levels of experience (Junior, Intermediate and Senior Roles), to see what your planned team would cost.
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