Deciding to use a marketing agency for the first time can feel like a huge leap of faith. In addition to the sizable investment, it can be difficult to relinquish autonomy, even though you will still maintain oversight. Marketing is particularly difficult to outsource, since it has a direct influence over sales and revenue. Ultimately, why should you outsource marketing?
They specialize in marketing.
Often, business leaders say they can’t go with an outside agency because no one knows about their product/company/industry as much as they do. And that is likely true, but that is exactly why you should consider an agency. You are an expert in your product or service, but are you an expert at web-building, SEO, social media, content creation, ad development, PR, and more?
An outside marketing agency brings years of accumulative experience, education, ongoing training, and research in marketing. They know what works and – equally important – what doesn’t. Even if you’ve done marketing internally for years, you can be limited to your company’s past experience. Whereas an agency has the benefit of seeing the trial and errors of many companies over time. They are more in tune with changing marketing trends and buyer behavior. An outside marketing agency brings in fresh ideas and sees your products with new eyes – much like a prospective client will.
There are many specific marketing skills that are easily identifiable, but one point of expertise that is often overlooked is the ability to convey a complicated or new product or service to an uninformed audience. Often a business owner or CEO is so entrenched in their field that educating people who do not yet realize they want your product isn’t high on the radar.
And when it comes to learning the ins and outs of your specific brand and industry, any agency worth their salt will spend the on-boarding process researching and analyzing your company, its competitors, and its client base. Just like your company can talk to many different clients and adapt your service for various applications, marketing agencies apply tried and true marketing principles to your company in applications that make the most sense for your specific goals.
They give the gift of time.
Good marketing isn’t something that can be “squeezed in” when you have time. That leads to sporadic results at best. Most marketing efforts are ongoing and take time to lead a prospective client through the buying process before they becomes a customer. An agency provides the continuity and persistence that leads to steadier revenue streams.
If you are like most business leaders, you likely have a laundry list of things you wish you could do but you don’t have the time. Perhaps you have even postponed a great opportunity because you know you do not have the time to do it right. That’s where a marketing agency comes in. They can complete that to-do list and much more. This frees up your valuable time to do more of what you do best. You’ll have more time to lead other aspects of your company rather than scrambling to throw together ad hoc efforts.
Marketing is much more than tactics! Having a team at your disposal with the sole goal of marketing ensures that all your efforts will be comprehensive, not based on the time restraints that come from running a company. Research, planning, execution, and measuring results all work hand in hand to elevate your brand. Because agencies are purely engaged in marketing efforts, you’ll be much better positioned to take advantage of new opportunities when they arise.
They are the best of both worlds.
Hiring a marketing agency is less expensive than hiring a new employee, and instead of one person’s experience and strengths, you get a whole team.
Even when you have your own dedicated marketing professional or department, it can be useful to bring in an agency for specific projects. Product launches, website redesign, and other new initiatives can overwhelm existing staff with an influx of additional work to be done. Utilizing an agency ensures no marketing responsibilities get forgotten in the midst of a major project. Good marketing agencies work in tandem with your existing staff, always ensuring your branding is consistent. It’s a great way to get an influx of new ideas and the additional staff you need when your staff has a full plate but a new hire is impractical.
Whether you are looking to bolster your existing marketing department or just looking to have someone (anyone!) dedicated to the marketing strategy of the company, a marketing agency has the flexibility to fill short- or long- term needs and tackle projects of all sizes.
Is it time to take the leap?
Marketing agencies can help improve inbound marketing, web design, ROI on current marketing efforts and can lead to more consistent sales, customer retention, and brand recognition. If those are things you want, it may be time to take that leap. Time lost is opportunity lost.
Of course, not all agencies are created equally. Look for ones that are talk with you earnestly about your goals and business pains and then tailor a plan to your unique needs. A good agency has the flexibility to adapt to your circumstances and doesn’t hold your materials and accounts hostage when you want to make changes. But we’ll get into that next time, when we talk about when you should fire your marketing agency.