How outsourcing marketing transforms small businesses: expert strategies and success stories
For small and medium-sized enterprises (SMEs), juggling multiple priorities often leaves marketing on the back burner. But, as Jennifer Macdonald-Nethercott of Strath Communications knows, outsourcing marketing can transform a business.
“Outsourcing provides SMEs with expert strategies and flexibility without the expense of a full-time hire,” said Jennifer, a chartered marketer with a wealth of experience.
By collaborating with an outsourced marketing manager, businesses can scale their efforts to match their needs, whether launching a campaign or maintaining a steady online presence.
From social media management and content creation to email marketing and digital advertising, outsourcing ensures businesses have access to specialist skills. Moreover, working with an expert brings fresh perspectives, allowing campaigns to remain relevant and innovative.
Jennifer emphasised the collaborative nature of a partnership.
“My role involves understanding clients’ goals, creating actionable marketing plans, and executing strategies that drive growth and engagement.
“Regular communication is key to refining these efforts and ensuring they align with business objectives.”
The results speak for themselves: increased brand awareness, enhanced customer engagement, and ultimately, business success.
Reflecting on the past year, Jennifer highlighted the importance of clarity in business goals:
“When businesses know what they aim to achieve, it allows me to tailor marketing strategies that generate meaningful results. A clear vision is critical for brand awareness and impactful activity.”
Another significant learning point has been the rapid rise of artificial intelligence (AI) in marketing.
Jennifer has embraced AI as a productivity booster while recognising its limits.
She explained: “AI can predict customer behaviour, streamline tasks like email marketing, and even enhance customer experiences with tools like chatbots.
“But it’s the human touch that ensures these technologies align with individual business needs.”
To stay ahead in the ever-changing marketing landscape, Jennifer recently undertook two transformative courses.
The Chartered Institute of Marketing Sustainable Marketer course offered insights into integrating environmental and social responsibility into marketing strategies.
“Sustainability isn’t just about reducing waste; it’s about authenticity and avoiding greenwashing,” she said.
“By applying frameworks like the Green Claims Code and a 10-step Sustainability Action Plan, I help businesses communicate their values effectively, starting internally and extending to customers and stakeholders.”
The Chartered Institute of Marketing AI in Marketing course, on the other hand, provided a deep dive into cutting-edge tools and strategies. Jennifer explored platforms like ChatGPT and Brandwatch, learned to harness predictive analytics for trend forecasting, and discovered new ways to enhance customer experiences through virtual and augmented reality.
“AI is already embedded in most businesses, even if they don’t realise it,” she said.
“It’s about using it responsibly and effectively to bring efficiencies to marketing campaigns and deliver better outcomes for clients.”
Jennifer’s clients speak volumes about the impact of outsourcing marketing to Strath Communications.
Hayley Paterson of Chanonry Payroll Solutions praised Jennifer’s expertise and personable approach:
“Jennifer takes the stress out of finding content and staying on brand. Our social media has become consistent, professional, and effective while allowing us to remain in control of our message.”
Nancy Chambers of Cairngorms Trust highlighted the benefits of working with a local expert:
“Jennifer’s work has been consistent, timely, and high-quality. Over two years, she has steadily increased our growth and reach, providing invaluable advice on communication strategies.”
Jennifer’s ability to collaborate seamlessly with media organisations is another standout quality.
Darrel Patterson from Highland News and Media shared:
“Jennifer’s professionalism and deep understanding of client goals have made her campaigns highly effective. Her adaptability to new trends and technologies ensures her clients stay competitive in a rapidly changing market.”
For business owners struggling with marketing, Jennifer offers a reassuring message:
“Outsourcing doesn’t mean losing control. It’s about gaining a partner who understands your vision and has the tools to make it happen.
“Outsourcing marketing isn’t just about convenience; it’s about unlocking growth potential. It’s about transforming your business, one campaign at a time.”
strathcomms.co.uk | jennifer@strathcomms.co.uk
