Businesses are constantly seeking ways to stay ahead and maintain their competitive edge. One area that has seen significant growth is the outsourcing of marketing functions. Marketing as a managed service, sometimes referred to as “Marketing as a Service (MaaS),” allows businesses to tap into the expertise of a third-party provider for their marketing needs.
This approach offers many benefits, including increased efficiency, cost savings, and access to specialized skills and resources, allowing companies to leverage the expertise of specialized marketing agencies while focusing on their core competencies.
While we’re not suggesting that outsourcing your marketing is a magic solution, if you’re looking to expand your marketing capabilities at a fraction of the cost of hiring a team of skilled professionals, marketing as a managed service may be a perfect option for your business.
Other ‘as-a-Service’ Models
The ‘Marketing-as-a-service’ model is not an officially recognized acronym in the business world. Still, it describes the concept of outsourcing all or part of your marketing functions to a third-party provider.
Other common examples of ‘as-a-service’ models include:
Software as a Service (SaaS):
Companies can access software applications online rather than purchasing and installing them on their own devices.
Infrastructure as a Service (IaaS):
Businesses outsource their IT infrastructure, including servers, storage, networking, and virtualization, to third-party providers.
Platform as a Service (PaaS):
PaaS allows companies to access and use cloud-based platforms for developing, testing, and managing applications without the need for physical hardware or software infrastructure.
Security as a Service (SECaaS):
This model involves outsourcing security tasks, such as threat detection and incident response, to external providers.
Unified Communications as a Service (UCaaS):
Companies can outsource their communication needs, such as voice, video, and messaging, to third-party providers through the cloud.
Desktop as a Service (DaaS):
Businesses can access virtual desktops through the cloud, eliminating the need for physical hardware and allowing for greater flexibility and mobility.
Each model offers unique benefits, from reducing upfront costs to providing access to the latest technologies, further demonstrating the value of the ‘as-a-service’ approach.
The common thread among these models is outsourcing specific business functions to specialized providers. This allows companies to access expertise and resources that may not be available in-house, leading to improved efficiency and cost savings.
The Rise of Marketing as a Managed Service
Outsourcing has become a popular business strategy in recent years, with companies looking to streamline operations and reduce costs by hiring external providers for various functions.
Marketing is no exception to this trend, as businesses seek ways to optimize their marketing efforts while cutting costs and maximizing return on investment (ROI). As a result, marketing as a managed service has gained significant traction in the business world.
What Exactly is Marketing as a Managed Service?
Marketing as a managed service involves outsourcing all or some of an organization’s marketing functions to a third-party provider.
This can include market research, search engine optimization (SEO), campaign planning and execution, social media management, content creation, and lead generation.
The level of outsourcing can vary, with some companies opting for a complete handover of all marketing activities while others choose to outsource only specific tasks or projects.
Benefits of Marketing as a Managed Service
1. Increased Efficiency
Companies can take advantage of the specialized skills and resources third-party providers offer by outsourcing their marketing functions. This allows for more efficient and effective execution of marketing strategies, freeing up internal teams to focus on other core business activities.
2. Cost Savings
Outsourcing marketing tasks can lead to significant cost savings for businesses. By utilizing external expertise, companies can avoid the expenses associated with hiring and training internal marketing teams and the need to invest in costly marketing tools and software.
3. Access to Specialized Skills
Outsourcing marketing functions also allows companies to tap into specialized skills they may not have internally. This can include digital marketing, data analysis, or graphic design. By leveraging the expertise of external providers, companies can ensure that their marketing efforts are of the highest quality and aligned with industry best practices.
4. Flexibility and Scalability
Marketing needs can fluctuate, making it challenging for businesses to maintain an in-house team that can adapt to changing demands. With marketing as a managed service, companies have the flexibility to scale up or down their marketing activities based on their current needs without the risk of hiring or laying off staff.
5. Improved Focus on Core Competencies
By outsourcing marketing functions, companies can focus on their core competencies and leave the marketing to the experts. This allows for a more streamlined approach to business operations and can lead to increased productivity and growth.
Key Areas of MaaS for Digital Marketing
There are several areas where most companies lack the necessary competencies and can significantly benefit from MaaS:
Website Strategy and Web Development: A robust online presence is crucial in today’s digital age. However, developing a comprehensive website strategy and executing it requires specialized skills. MaaS providers offer strategic planning, web design, development, and maintenance services to ensure your website aligns with your business goals.
Secure Hosting: Security is a paramount concern for any business operating online. MaaS providers offer secure hosting services that protect your website from cyber threats.
SEO and Website Optimization: SEO is a complex field that requires ongoing attention and expertise. MaaS providers help improve your website’s visibility on search engines, driving more organic traffic to your site.
Content Creation: Creating engaging, SEO-friendly content consistently is a task many businesses need help with. MaaS providers have teams of experienced writers and editors who can produce high-quality content that resonates with your audience.
Digital Marketing Tasks: From social media management to email marketing, numerous digital marketing tasks require specialized knowledge. MaaS providers can take these tasks off your plate, allowing you to focus on what you do best.
Case Study: Boosting Organic Traffic through Marketing as a Managed Service
The Client: XYZ Tech
XYZ Tech is a mid-sized tech firm specializing in cloud solutions. Despite having a solid product offering and a dedicated client base, they struggled to attract new customers due to lackluster SEO performance. Their website suffered from slow loading times, poor search engine rankings, and ineffective keyword usage. Recognizing that they lacked the necessary in-house SEO talent to address these issues, they decided to seek outside help.
The Solution: Javelin MaaS
After a thorough vetting process, XYZ Tech chose Javelin, a leading provider of Marketing as a Managed Service. Javelin’s first task was to conduct a comprehensive assessment of XYZ Tech’s website.
Javelin’s team of SEO experts identified several key issues:
- Slow page loading times were negatively impacting user experience and SEO ranking.
- The site’s content was not optimized for search engines, with many pages lacking keyword-rich meta descriptions and title tags.
- The company was not effectively utilizing keywords. Some pages were overstuffed with keywords, while others did not include any relevant keywords at all.
- Multiple issues on the mobile version of their site were slowing down their mobile load speed, negatively impacting user experience and search ranking.
- Broken links were causing a poor user experience and hurting SEO ranking.
- The site’s backlink profile needed improvement, with many low-quality backlinks dragging down their authority.
- Lack of a consistent content strategy hindered their ability to attract and engage with potential customers.
With these issues in mind, Javelin developed a detailed action plan to improve XYZ Tech’s SEO performance.
1. Improving Site Speed: Javelin’s web development team implemented several changes to improve site speed, including improvements in the website’s back-end design, optimizing images, enabling browser caching, and minimizing HTTP requests.
2. Optimizing Content: Javelin’s content team revised the website’s copy to include keyword-rich meta descriptions and title tags. They also ensured the content was engaging, informative, and provided value to the visitors. A consistent “crawler” blog strategy and cadence were established to help improve keyword ranking and Domain authority.
3. Keyword Strategy: Using cutting-edge SEO tools, Javelin identified a list of high-performing keywords relevant to XYZ Tech’s business. They then strategically incorporated these keywords into the website’s copy, ensuring a balance between keyword density and readability.
After implementing these changes, XYZ Tech saw impressive results within six months:
- Page loading times were reduced by 40%, significantly improving user experience.
- The website’s search engine rankings improved dramatically, with the site appearing on the first page of Google search results for several targeted keywords.
- Organic traffic to the site increased by 30%, leading to a higher number of leads and conversions.
- The site’s bounce rate was reduced by 20% as the improved site speed and content quality kept visitors engaged for longer.
By partnering with Javelin, XYZ Tech overcame its SEO challenges and attracted more organic traffic to its site. This case study underscores the value that Marketing as a Managed Service can bring to businesses lacking specific in-house expertise.
The Virtual CMO Solution
Besides offering a comprehensive approach to digital marketing, some MaaS providers also offer Virtual Chief Marketing Officer (VCMO) services. This allows companies, especially small and medium-sized businesses, to access senior-level marketing expertise without the expense of hiring a full-time CMO.
A Virtual CMO can provide high-level strategic guidance, help develop marketing plans, and oversee the execution of marketing initiatives, all while staying within a specified budget.
This service can be particularly beneficial for businesses that lack in-house marketing expertise or need additional, sometimes temporary, support to achieve their growth goals.
By utilizing the expertise of a Virtual CMO, companies can save time and resources while benefiting from effective marketing strategies and campaigns.
Marketing as a Managed Service offers a strategic approach to managing marketing functions, allowing businesses to tap into expertise, save costs, and maintain flexibility. It’s a solution for any business looking to enhance its marketing efforts.
Is a Managed Marketing Solution Right for You?
Marketing as a Managed Service is becoming essential for businesses looking to stay competitive and succeed in the online marketplace.
By outsourcing marketing tasks and leveraging external expertise, companies can focus on their core competencies while still reaping the benefits of effective digital marketing. With MaaS, businesses can expect improved SEO performance, increased organic traffic, and higher conversions, all contributing to long-term growth and success.
Whether you are a small business looking to expand or an established company wanting to boost your online presence, Marketing as a Managed Service can be the key to achieving your growth objectives. Consider partnering with Javelin to take your digital marketing efforts to the next level and achieve your business goals.
Q: What is Marketing as a Managed Service?
It is the outsourcing of some or all marketing functions to specialized agencies.
Q: What are the benefits of MaaS?
MaaS offers access to expert knowledge, cost savings, and flexibility. It also allows businesses to focus on their core competencies while benefiting from effective marketing strategies.
Q: How does MaaS improve SEO performance?
MaaS providers use specialized tools and techniques to optimize website content, improve site speed, and develop a keyword strategy that aligns with search engine algorithms.
Q: What areas can be covered by MaaS?
MaaS can cover website strategy and development, secure hosting, SEO, content creation, and various digital marketing tasks.
Q: Can MaaS improve my business’s online visibility?
A: Absolutely! SEO and website optimization are critical services MaaS providers offer to enhance your online visibility.
Q: How can I determine if MaaS is the right solution for my business?
A: Consider your current marketing capabilities, budget, and growth goals. If you lack expertise in specific areas or want to save resources while achieving effective marketing results, then MaaS may be a suitable option for your business. It’s also helpful to research and compare different MaaS providers to find the best fit for your specific needs.
Q: Can I customize my MaaS plan based on my business’s unique needs?
A: Yes, most MaaS providers offer customizable plans to cater to your business’s specific needs and goals. It’s essential to communicate your objectives clearly with the provider so they can tailor their services accordingly. Overall, Marketing as a Managed Service offers many benefits for businesses looking to improve their online presence and achieve their growth objectives. With the help of expert knowledge, cost savings, and flexibility, MaaS is a valuable solution for businesses of all sizes.
Q: Is outsourcing marketing an affordable option for small companies operating on a tight budget?
A: Yes, MaaS can be a cost-effective solution for small businesses as it allows them to access expert marketing services without the expense of hiring a full-time team. This can help level the playing field and allow smaller companies to compete with larger organizations in the digital space. Additionally, with customizable plans and a focus on ROI, MaaS providers can help businesses achieve their marketing goals within their budgets.
Q: How long does it take to see results from MaaS?
A: Results can vary depending on the services and strategies implemented, but businesses can generally expect to see improvements within six months to a year. Having realistic expectations and understanding that effective digital marketing is an ongoing process that requires consistent effort and adaptation is essential. Overall, Marketing as a Managed Service offers many benefits for businesses looking to improve their online presence and achieve their growth objectives. Providing expert knowledge, cost savings, and flexibility makes MaaS a valuable solution for businesses of all sizes. It’s worth considering as a strategic approach to digital marketing that can drive long-term success for your business.
Q: How can I get started with MaaS?
A: The first step is to research and compare different MaaS providers to find the best fit for your business’s needs and budget. Once you have selected a provider, they will typically conduct an initial consultation to understand your objectives and create a customized plan for your business. From there, you can work together to implement effective marketing strategies and achieve your growth goals. Your MaaS provider will also provide ongoing support and reporting to track your progress and make any necessary adjustments along the way.
Javelin – Your Blog Strategy Partner
Is your marketing department overwhelmed or lacking the skills to move the needle on your marketing strategy? Javelin can help! Contact us today and put Javelin’s expertise and experience to work for you!