During the war, in those territories where it is possible, business, of course, must work to support the state's economy. Can business operate in the same way as before the war? Obviously, no. Business models have changed or are changing, and marketing as a part of business will not be spared.
The first change in marketing that comes to mind is a total and complete reduction. Perhaps there are situations where there is no way around the complete elimination of marketing. But for the most part marketing is needed during the war. Moreover, it will be extremely necessary after Ukraine's victory.
It is necessary to invest in marketing at all times, and even more so in times of war, but the investment must be approached in an unconventional and wise way.
Let's consider one of the options for smart investments in marketing - all marketing activities on a full outsourcing basis. Here is an almost complete list of services that marketing outsourcing can provide:
- Creation/adaptation/changes to marketing strategy and tactics.
- Putting the strategy into practice - the following is a list of all the things that relate to the implementation of the strategy.
- Advertising in digital channels - Facebook Ads, Google Ads, etc. This is what generates customer flow and helps convert marketing efforts into a purchase.
- Ведення сторінок у соціальних мережах — SMM. Це гарний «фасад». Він допомагає зрозуміти потенційним клієнтам, що ви є, існуєте, робите цікаві та корисні пости, допомагаєте порадами. SMM генерує охоплення та підписки, збільшує впізнаваність бренду. Але все вищеперелічене має конвертуватися у покупку, і тут без реклами, подарунків не обійтися.
- Design creation. At a very superficial level, design is divided into two parts: corporate/corporate (corporate identity, brand book, brand presentations, outdoor advertising, rules for using the brand in handouts, etc.) and digital (posts for SMM, targeting, banners on social media, covers, stories, covers, email design, website design, etc.)
- Creation/update of websites and landing pages. They can be created both on existing platforms and developed from scratch by IT specialists.
- SEO services. These services help potential customers to see you in a search engine (Google) when they enter query words. The more words you have on your website that potential customers use to search for products/services, the more likely you are to be found. SEO also helps to get your website to the first pages of the search engine.
- Creating and sending emails - on an as-needed basis (not a very popular service and not for all businesses). But if there is such a need, they are created using special software, but with pre-made copywriting and design.
- Viber newsletters.
- Telegram channel. Creation and management.
- Creation of video content (entertainment videos, educational videos, explanatory videos, interviews) and its further use and promotion.
- Writing thematic articles, publishing them in the media and on our own resources.
- Create KPIs to understand progress, what is working or not working, and then implement and monitor progress.
All of the above can and probably should be outsourced, because:
- It's cheaper than keeping a whole team on a permanent salary. Agency services are paid for only when they are provided, and the result is specified for which the agency will definitely receive money and for which it will not.
- Outsourcing is cheaper because in the digital era, you need a lot of specialists with a narrow set of skills on staff (targeting, SEO, SMM, designer). Today, it is impossible to combine all or at least some of these skills in one specialist, as it is a lot of salary costs. An agency will make these services cheaper than in-house staff due to economies of scale.
- You will have a one-stop shop with the agency, with one project manager who will oversee all tasks internally and externally. You will save not only money, but also time, which is always so valuable.
- Agencies, especially those where employees are paid for the results of an existing project, work much more efficiently than an in-house team.
Please note that in order to outsource all marketing activities, the agency needs an employee on the client company's side who will constantly communicate with the agency and provide the necessary information, feedback and coordination. This can be a marketing manager, an in-house marketing manager, or even the owner/director/head of the commercial function/operating director in the absence of a marketing manager.
Of course, the option of outsourcing may not be for all of the services listed, but only for some of them. This option will also significantly reduce marketing costs.
Outsourcing is effective even without force majeure, in normal, peaceful life. Normal life makes it possible to experiment with different forms of combining in-house employees (in-house team) with outsourcing.
What should marketers and marketing staff do? Become a 3-in-1 professional, or 4-in-1, or more. That is, if you were an in-house designer before and don't want to freelance anymore, learn how to set up advertising campaigns, write posts, and manage social media, for example. Or if you've only been involved in strategy, learn how to write articles, delve into SEO and copywriting. Then you'll add value to your employer and keep your job. And even if you don't, you'll have a better chance than anyone else of finding a job. Or you'll come to work for an agency.
We will overcome everything! Glory to Ukraine!
Source: AgroPortal
