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It's crucially important to remember that outsourcing any activity - from search engine marketing through social media marketing to HR, IT and finance - is a business investment. It needs to be given the planning and due diligence it needs if it is to give the return you want.

At heart, business is simple, but it can look really, really complicated and there are people trying to sell you stuff you don't need by playing up the complexity.

With so much hype around about SEO and social media and funnels and automation and content marketing and pay-per-click and all the rest, it's easy to get swept away by the hype. So let's take a step back and see if we can apply some common sense...