Why Hiring A Marketing Agency Is The Best Option For Your Business
There's no question that every business requires marketing, but how you handle marketing is up for debate. Fortunately, businesses have many options, and what's best for one company might not be best for yours.
The first two options businesses typically consider are:
- building an internal marketing team, and doing everything in-house, or
- outsourcing to a marketing agency
While there are pros to having an in house team such as…
- Total control of projects
- Easier communication
- Intimate business knowledge
- Lower risk of conflict of interest
There are cons as well such as…
- Higher cost of work (including salary and benefits)
- Struggle to find specialists
- Limited learning opportunities
- Less industry experience
Hiring an agency allows you to get more bang for your buck. Trusting in your agency partners to handle the finite details, or to reach out when they have ideas or suggestions to better marketing strategies. Of course, there's a lot more to consider when deciding whether or not to hire a marketing agency, and that's exactly what we're you will learn in the rest of this article.
The costs can vary widely based on the size of your business and how much you're looking to accomplish.
For the sake of this article, let's say you need one full-time person to handle most of your marketing. You might contract out some work here and there, but you're not ready to staff an entire marketing department. At minimum, you'll want a good marketing manager to oversee these tasks for you because that's what will be most cost-effective.
According to Glassdoor, the national average salary for marketing managers is $85,457. Of course, salary isn't the only cost of an employee -- you also have to factor in things like:
- Company events
- Sick time
- Office supplies
- Other perks or expenses associated with being an employer
Average monthly marketing spends on agency work typically start at $3,000 to $5,000 a month, depending on scope of services. Add those numbers up over 12 months and you’re looking at a $36,000 to $60,000 yearly.
An agency has a team with a wide variety of skill sets that go beyond what you’d find in one individual. Need your website updated, or even a whole new customized website? Need some design skills to put together a poster or downloadable content? An agency can do that and more.
They’ve got a team of writers, designers, SEO specialists and marketing strategists, all working with you and your company. They may even have photography and film equipment, along with a team that can produce high quality videos.
Hiring an agency means that you get the knowledge and expertise of a team of professionals at your disposal. Marketers who work for an agency usually have a wider experience than those working in-house as they get to deal with all sorts of different businesses and tap into several industries. Chances are they have worked for a company like yours before, and even if they haven’t, they will know exactly the type of research to do in order to get the best possible understanding of each client’s unique market and business situation.
When you’re working with a marketing agency you will have access to graphic artists, social media experts, sound designers, copywriters, and more, depending on your needs. All of these people are skilled, passionate professionals who strive to deliver quality work to their clients, just like you do for yours. Finding those people is a task in and of itself, but trying to find such an expansive skill set rolled into an in-house hire? It’s just not going to happen.
AN OUTSIDE PERSPECTIVE
Whatever size your business is at the moment, a marketing agency will be able to view your company from an outsider’s perspective and offer customized solutions that suit your unique business.
In-house marketing departments can find it challenging to compete with the creative energy that comes from an outside agency, while simultaneously keeping up with the trends and updates that are constantly evolving. Whether it’s adopting social media as a viable strategy or rewriting website copy, having someone not so ingrained in your day-to-day can provide fresh perspective.
Marketing professionals know how to write content that will appeal to the specific age group, gender, or professional you are trying to reach. A good marketing group will take the time to gather information about your company and business goals before tackling the content issue.
You can learn a lot about the desires of your audience when you hire a content marketing agency. There are key points considered such as where to advertise, graphics and linguistics. A simple change in tone or vocabulary may encourage more interest in what you have to say.
While not all digital marketing efforts are measurable, a marketing agency should be able to show you examples of proven success. See if the agency has case studies on its website, or inquire about successful campaigns in industries similar to your own. Your agency should be able to provide you analytic reporting, so you can track measurable results.
Since digital marketing experts spend most of their time learning new skills and improving on existing techniques and strategies, it's fair to say they keep up with the ever changing and growing digital marketing arena. With industry connections like these, it's easy to get help when a big and important change is about to take place in the industry at large.
QUALITY OF WORK
Assuming you are looking for the most cost-effective approach, you're going to need a well-rounded marketing manager who understands the best practices of all marketing skills, such as:
- Content marketing
- Social media
- Graphic design
- Conversion optimization, etc.
The best marketers tend to specialize in one or two skills, while possessing the basic knowledge of the other areas to get the job done. This is who you'll want to find because it's simply not realistic to find someone who is an expert at everything.
Your in-house marketers can be excellent, but there may come a time you want something they can’t provide. Going to an agency allows your in-house team to focus on their strengths while you use the agency’s capabilities to shore up their weaknesses.
Hiring an agency offers a unique advantage because marketing agencies have teams of people with expertise in each area of Inbound and Outbound Marketing. This allows you access to specialized marketers without having to hire an entire team yourself. Hiring, on-boarding, training, and managing personnel takes significant internal time and resources. You can save that time by working with an agency that already taps people with extensive marketing and industry experience.
While there are some highly talented people out there, it’s rare that you’ll find someone with all these skills plus all the equipment and software to make it happen. And that doesn’t even take into account the time it takes. It may be more cost effective for your company to outsource some (or all) of these things to an agency.
HOW TO UTILIZE THE BEST OF BOTH WORLDS
If you want to test the waters, you can start with a combination of in-house knowledge and industry expertise.
Hire a marketing director who can get to know your company and your vision for the product, and then outsource most of the execution. Your director can interface with the rest of the internal team to come up with your high-level marketing strategy, and then an agency can bring that outside perspective but also take over the more time-consuming tactical stuff, such as putting together email campaigns, running and managing a blog, and creating ads.
If you’re still wondering which is right for you, we can give you a glimpse at what an agency can do for you. Contact Farmore Marketing for a consultation! We would be happy to help!
ABOUT THE AUTHOR
TYLER WALSH -
DIRECTOR OF INTERNET MARKETING
Tyler is the Internet Marketing Director at Farmore Marketing. He brings several years of internet marketing experience across a variety of industries. He loves golf, the UConn Huskies, and traveling to new places!