What are the objectives? And who is the audience? We assume that the bigger the goals, the bigger the cost for the marketing? Some businesses value online presence less than others, depending on priorities.
What kind of content will you expect from the person or agency you outsource it to? The content is exactly what you pay for, so make sure the demands are relative to the costs. You must bear in mind that graphic design and video editing can be time consuming.
Amidst all the talk of organic reach becoming more obsolete and having to start paying for reach, you need to decide where your audience is most active and present, to share your content on said platform. There are always a number of choices, but not all necessary. Facebook, Twitter, Instagram, Snapchat, LinkedIn, Pinterest, Google+, YouTube – all interesting places.
At the end of each week or month, you want to know how the marketing is performing. This can give you the chance to make adjustments that will either increase or cut costs, and the softwares themselves may not be free of charge.