Weighing the Risks: Outsourcing Your Marketing to the Guy Who Does Your Website

Introduction:

In an increasingly digital world, manufacturers recognise the importance of establishing a strong online presence to reach their target audience effectively. As a result, many turn to web developers or agencies responsible for their website to handle their marketing efforts as well. While this might seem like a convenient solution, it’s essential for manufacturers to understand the risks associated with outsourcing their marketing to the same individual or entity responsible for their website. In this blog post, we’ll delve into the potential pitfalls and offer insights to help manufacturers make informed decisions.

1. Limited Marketing Expertise:

Web developers or agencies primarily focus on creating and maintaining websites. While they may have a basic understanding of marketing principles, their expertise often lies in coding, design, and technical aspects. Marketing encompasses a broader scope of activities, including market research, strategy development, content creation, social media management, and advertising. Relying solely on a web developer for marketing tasks may result in subpar strategies and ineffective campaigns, as they may lack the comprehensive knowledge required for successful marketing efforts.

2. Lack of Diversified Skill Set:

Marketing is a multi-faceted discipline that demands a diverse skill set to effectively reach and engage target audiences. While a web developer may excel in website development and design, they may not possess the necessary skills in areas such as search engine optimisation (SEO), content marketing, social media advertising, or analytics. By entrusting all marketing responsibilities to the same individual or entity responsible for the website, manufacturers risk missing out on valuable opportunities to leverage these specialised skills and achieve optimal marketing outcomes.

3. Conflicting Priorities:

When a web developer or agency takes on both website management and marketing tasks, conflicting priorities may arise. Website development and maintenance require ongoing attention, and marketing initiatives may be relegated to the back burner. This can result in delayed or inconsistent marketing efforts, compromising the overall effectiveness of campaigns. Manufacturers must consider whether a web developer, who already has a heavy workload managing the website, can devote sufficient time and energy to marketing activities to deliver the desired results.

4. Limited Creativity and Innovation:

Outsourcing marketing to the same individual or entity responsible for the website may limit the range of creative and innovative ideas brought to the table. While website design requires creativity, marketing necessitates fresh and engaging content, eye-catching visuals, and innovative strategies to capture audience attention and stand out from competitors. Relying solely on a web developer for marketing may lead to repetitive or stale marketing materials that fail to inspire or resonate with the target audience.

5. Conflict of Interest:

Outsourcing marketing to the same person or entity responsible for the website may create a conflict of interest. The primary goal of a web developer or agency is to optimise the website’s functionality and performance, which may differ from the objectives of a robust marketing strategy. For instance, if a marketing campaign requires significant changes to the website layout or structure, the web developer may hesitate to make those modifications, fearing potential disruptions or technical challenges. This conflict can hinder the seamless integration of marketing efforts with the website and limit the overall effectiveness of the marketing strategy.

Conclusion:

While the convenience of outsourcing marketing to the same individual or entity responsible for your website may initially seem appealing, manufacturers must carefully evaluate the risks involved. Limited marketing expertise, a lack of diversified skill set, conflicting priorities, limited creativity, and potential conflicts of interest are all factors that can hinder the success of marketing efforts. For optimal marketing outcomes, manufacturers should consider partnering with a dedicated marketing agency or consultant who possesses the expertise, resources, and diverse skill set necessary to develop and execute effective marketing strategies tailored specifically to their business objectives.