AIO Strategy: DIY or Outsource? How to Decide

AIO/MEO: In-House or Outsource? The Answer is 'It Depends'

"I want to start AIO and MEO, but should we do it ourselves or outsource to a specialized agency?"
Many business owners and managers struggle with this initial decision.

From our perspective as practitioners, the conclusion is this: there is no single answer as to which is definitively better. The right choice depends heavily on your company's situation—specifically, your available resources (people, time, knowledge) and your goals (speed, results).

This article isn't meant to sell you on one option over the other. Its purpose is to provide you with the "decision-making criteria" to make the best choice for your company. We will honestly explain the cases where an in-house approach is suitable and where outsourcing is better. We'll also introduce a best-of-both-worlds approach: "borrowing expert help while accumulating know-how internally."

By the time you finish reading, the path your company should take will be clear. Please read on, comparing the information with your own situation.

These 4 Factors Are the Deciding Point! Check Your Company's Situation

Before deciding between an in-house or outsourced approach, it's crucial to objectively assess your current situation. Consider the following four conditions and think about which side your company leans toward.

Resources (People, Time)
- → Suits In-House: You can secure a dedicated person who can focus on AIO for at least a few hours a week.
- → Suits Outsourcing: You have staff, but they are overwhelmed with other tasks. You can't afford a full-time dedicated person.
Know-how (Knowledge, Experience)
- → Suits In-House: You have staff who are interested in web marketing and want to learn by doing.
- → Suits Outsourcing: No one in the company is web-savvy, and you don't know where to start.
Speed (Desired Results)
- → Suits In-House: You have a long-term perspective and want to slowly build it as a company asset.
- → Suits Outsourcing: Competition is fierce, and you want to see customer acquisition results as quickly as possible.
Priorities
- → Suits In-House: You want to keep costs down and start small with what you can do yourselves.
- → Suits Outsourcing: You prioritize cost-effectiveness and want to "buy time" by investing in experts.

How did it go? You may have leaned clearly to one side, or perhaps it was a 50/50 split. Next, let's take a closer look at which option is suitable for specific cases, along with their pros and cons.

3 Cases Where 'In-House' Is a Good Fit, Plus Pros and Cons

First, let's discuss handling AIO/MEO "in-house." If your situation is like the following, we recommend starting in-house.

Specific Cases Where In-House Is Suitable

When you can secure a motivated staff member
If you have an employee who says, "I don't have web knowledge, but I love learning new things," or "I use social media personally," it's a great opportunity for an in-house approach. It may take time at first, but that person's growth will become a valuable asset to the company.
When update frequency is not very high
For example, if your immediate goal is to update basic information on your Google Business Profile, such as business hour changes or seasonal menu announcements, you don't need highly specialized knowledge. It's a good idea to try managing it yourself first.
When you want to start small without spending much
If you're at a stage where you want to get a feel for whether AIO is truly necessary for your business and what kind of results you can expect, an in-house approach is ideal. Many basic tools are free, making it suitable for a small start.

Pros of an In-House Approach

In-house know-how is accumulated: This is the biggest advantage. The knowledge gained through trial and error remains a company asset as long as the staff member is there.
Costs can be kept low: Since there are no outsourcing fees, initial investment is low (though of course, the staff member's salary is a cost).
Deep understanding of the company: Since staff who know the company's services and customers best are managing it, it's easier to create messaging that resonates with users.
Speedy decision-making: When you think, "Let's post this information," you can implement and revise it immediately. With no external communication, you can run the PDCA cycle faster.

Cons of an In-House Approach

It takes time to see results: The person in charge is learning as they go, so a period of trial and error is necessary.
Heavy burden on the person in charge: If they are also handling their regular duties, the burden can become too great, and efforts may become half-hearted. Keeping up with the latest information is also a challenge.
Risk of knowledge siloing: If one specific person is responsible for everything, that know-how is lost if they leave, and no one can take over.

3 Cases Where 'Outsourcing' Is a Good Fit, Plus Pros and Cons

Next is "outsourcing," where you hire a specialized agency. As the saying goes, "leave it to the experts," and the benefits of entrusting professionals are significant.

Specific Cases Where Outsourcing Is Suitable

When you have no internal resources
If you're buried in daily tasks and have absolutely no time or people to dedicate to AIO, outsourcing is a realistic option. Trying to force an in-house approach could interfere with your core business.
When you need fast results
If you're doing business in a highly competitive area like around Nagoya Station or Sakae, you may not have the luxury of time for trial and error. Outsourcing is effective when you want to get a head start with professional help from the beginning.
When tasks are complex, such as managing multiple stores
If you operate multiple locations, managing each store's information accurately and efficiently is a major task. Entrusting this to an expert, including the setup of a centralized management system, can significantly reduce the burden on your staff.

Pros of Outsourcing

Access to expert knowledge and the latest information: AIO/MEO trends change daily. Experts are always tracking the latest information, allowing them to implement effective measures quickly.
Allows you to focus resources on your core business: By delegating tedious tasks and expert analysis, your staff can concentrate on their primary duties.
Gain an objective perspective: An outside party can point out your company's strengths and areas for improvement that might be difficult for internal staff to notice.

Cons of Outsourcing

It costs money: Naturally, hiring experts comes with a fee.
Choosing a vendor can be difficult: Unfortunately, not all vendors are competent. There's a risk of choosing a company that can't deliver results or provides inadequate explanations.
[WARNING] Risk of no know-how remaining in-house: This is the most crucial point to watch out for with outsourcing. If you "completely hand it off" to an agency, you won't know what they're actually doing. This can lead to a "black box" situation where you can't do anything once the contract ends. This means you'll be dependent on the vendor indefinitely.

The Middle Ground: 'Partial Outsourcing' to Build In-House Knowledge with Professional Help

"I'm hesitant to go fully in-house, but I don't want to just hand everything over..."
"I want to keep costs down, but I also want expert advice..."

For those who feel this way, the best recommendation is the "best-of-both-worlds" option: "partial outsourcing (contracting)." Instead of delegating everything, you hire a professional only for the parts your company can't do or struggles with.

The biggest advantage of this method is that by working alongside an expert, know-how is naturally accumulated within your company.

Examples of Partial Outsourcing

Hiring for strategy consulting only
Your company handles the execution, while you receive strategic advice and reviews from an expert in monthly meetings. This also contributes to the training and development of your in-house staff.
Hiring for initial setup and configuration only
You delegate only the initial technical hurdles like optimizing your Google Business Profile and website or setting up analytics tools. Your team then handles the ongoing operations.
Hiring for content creation only
You outsource only the tasks that require significant time or skill, such as writing blog posts, designing in-store pop-ups to encourage reviews, or taking photos for social media.
Hiring for analysis and reporting only
Your company executes the strategies, and you entrust an expert with analyzing the results and reporting on what to do next. This allows for improvements based on objective data.

By dividing tasks in this way, you can keep costs down, prevent the "black box" problem of outsourcing, and steadily increase your company's internal expertise. Having this "partial outsourcing" perspective is crucial for success when outsourcing AIO.

4 Things to Check Before Signing a Contract with an Agency

If you decide to fully or partially outsource, the next important step is choosing "who to hire." To find a good partner, be sure to confirm the following four points during the consultation and estimate phase.

1. Who owns the rights to the deliverables?

Confirm that the copyright and ownership of created website data, blog articles, photos, etc., will belong to your company even after the contract ends. Also, ensure you can manage account information (ID/password) for things like Google Business Profile yourself. Some agencies manage these assets themselves, leaving you with nothing if you cancel, so it's essential to check the contract carefully.

2. What are the contract term and cancellation policy?

Check for long-term lock-ins like a "minimum one-year contract." While AIO doesn't produce immediate results, being unable to easily cancel if the partnership is a bad fit can lead to significant losses. It's safer to confirm if they offer short-term trial plans (e.g., 3-6 months) and what the conditions are for early termination.

3. What is the format and frequency of reports?

Specifically confirm what kind of report they will provide and how often (e.g., once a month). It's important that the report doesn't just list numbers but also includes analysis and suggestions, such as "why we got these numbers" and "what we should do next based on these results." Whether they can explain things clearly in terms you understand, without using too much jargon, is another key point in identifying a good agency.

4. What is the support structure and workload of the account manager?

Also, check the support structure for your account manager. You can't expect attentive service if one person is handling dozens of clients. Asking in advance about things like response times to questions, opportunities for regular meetings, and whether the staff changes frequently can help prevent a mismatch after you sign on.

Conclusion: Take the First Step with the Method That's Right for You

We've discussed the choice between "in-house" and "outsourcing" for AIO/MEO.

In-House: Best when you want to keep costs low and build in-house know-how. However, it requires time and a learning curve.
Outsourcing: Effective when you want fast results and need to focus on your core business. However, it costs money and carries the risk of not retaining know-how if you delegate everything.
Partial Outsourcing: The best of both worlds. This is the most recommended method, allowing you to build in-house expertise while leveraging professional help.

There's no such thing as a perfect start. The important thing is to assess your company's current resources and goals, choose a method that seems feasible, and take the first step.

We hope this article helps you make the best choice for your company.

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