Marketing is changing significantly to keep up with technology, and training is either not available or inadequate. If you keep your entire marketing team in-house, you could end up spending your entire budget on payroll and still not have all the skillsets needed. However, if you outsource all of your marketing – quality and control can become concerns. All industries are struggling with this right now. It’s something every company, manager, and employee should weigh carefully.
Deciding whether to hire in-house talent or partner with a marketing agency has the potential for scalable revenue growth. If you’re on the fence, here are my top 9 reasons to consider outsourcing some or all of your marketing to a performance-driven agency like InSilico Media Group.
1. The added value beyond just marketing expertise
What if you could have more effective marketing strategies that generated and nurtured sales leads? By outsourcing some of your marketing, you get marketing talent, leading-edge strategies, shared experiences, and access to advanced marketing technology. You can benefit from focus placed on the customer experience, ensuring your messages are reaching customers in any stage of the buying process with the most relevant marketing campaigns.
The marketing skills gap is very real. 75% of marketers say their lack of skills is impacting revenue in some way, and 74% say it’s contributing to misalignment between the marketing and sales teams, according to Oracle. Clearly, the game is changing and marketers need to master the new rules. Some agencies, like InSilico Media Group, place a high priority on continuing education. These agencies can help bridge the gap between your in-house talent’s skillsets with our team of divere people with the proper education and experience.
DID YOU KNOW: The staff at InSilico Media Group maintains over 7 certifications, including HubSpot Inbound Marketing Certifications, HubSpot Partner Certifications, Constant Contact Solutions Provider Certifications, Yahoo/Bing Certifications, Google AdWord Certifications, and more? We’re also Microsoft Partners, Google Business Partners, and Pandora Radio Partners.
And, one marketing person can’t do it all. (Nor should they.) And if they do, can you afford them? With an agency, you get access to experienced, well-rounded professionals with proven backgrounds in business strategy, marketing, content development, search engine marketing, business strategy, graphic design, web design and development, user experience, email marketing, and SEO. Because of these vast skill sets, they add great value when they contribute where needed.
2. You have the ability to manage costs
Fixed cost are huge. People, systems, and facilities account for the largest part of the internal marketing budget. And the cost of a bad hire can easily cost a company over $200,000, according to The Chally Group.
By comparison, marketing agency resources don’t need a full-time salary, benefits, and other overhead. When you hire a good marketing agency, that team should provide a wide-range of strategic, tactical, and technology skills.
Not only does outsourcing save money in salaries and overhead, but the outsourcing partner can also save you money in direct purchases on marketing programs (e.g., printing, media buys, advertising, etc.). By leveraging their suppliers, a good outsourcing partner can save a company 10 – 30% in their overall marketing spending.
3. You get access to the latest technology
Marketing departments are often technology-deprived, or they have a mixed assortment of incompatible marketing technologies. While companies have access to over 1,800 marketing technologies available to them, how do they know which ones to pick? And it’s often the case that marketing organizations are at the bottom of the IT department’s priority list, so there might be a lack of support and guidance.
Marketing tools increase efficiency, productivity, and performance. There are tools you can find for free or of little cost, but often they are limited on producing results. But performance-driven agencies give you access to premium-level services, software, and analytical data reports.
Also, consider that advanced marketing automation tools do not provide marketing services. They require a professional who can interpret marketing data and make smart decisions in order to achieve results.
4. Your existing staff becomes more efficient
Some companies try to get around hiring in-house marketers, social media personnel, content writers, and SEO experts by just having existing employees pick up the slack. Dumping the marketing burden onto existing employees (who may or may not be skilled in the area) increases the likelihood of burnout and reduces productivity in the long run. As well as, your marketing efforts will lack consistency and effectiveness even if they have all the necessary training.
If you outsource some of your marketing needs, you maintain momentum with critical projects – they’ll never fall to the wayside, drop down the priority list, or become forgotten. And when employees leave the company, they will most likely take the project assets with them (in the form of tribal knowledge). When you outsource your marketing activities, you have one centralized team as your partner.
5. You don’t need to train agencies
It’s the marketing leader’s job to produce results, including drive quality sales leads, increase website traffic, build followers and subscribers, yet they often lack the skills, technologies, and strategies to pull it off.
Forrester Research stated in its report, “B2B CMOs Must Evolve or Move On,” that 96% of marketing leaders believe the breadth of skills required to succeed in marketing has increased, and 44% say they can’t find the right combination of people and skills in the job market.
Performance-driven agencies, like InSilico Media Group, provide a unique, holistic approach that allows clients to launch multidisciplinary campaigns with one “highly qualified contact.” Your dedicated resource is accountable for strategy through deployment. You don’t have to train your existing staff members because your agency has the depth and breadth of skills needed.
We come prepared to meetings with a long list of questions, so we get the right answers. We make sure we leave no stone unturned – meaning, we find out the information we need to “dot the i’s and cross the t’s”…
6. You can easily scale your marketing efforts
When the economy tightens, companies tend to cut costs. Marketing is often the first to go because they are seen as an “unnecessary” expense. And when times are good, marketing often gets more funding.
But reducing and expanding the marketing budget is expensive. In the short-term, reducing or canceling marketing activities incurs cost. In the long-term, costs associated with attrition, staffing and erosion of knowledge base are more expensive.
Under a traditional in-house operation, the only way you can increase the output of your marketing team is to hire more employees. Agencies like InSilico Media Group already have cross-functional professionals on the core team that have been senior management with some of the top agencies, design firms or companies in the world.
7. Stay current on the latest marketing trends, without a learning curve
What in-house marketer has time to read up on all the latest social media, SEO, technology, content marketing, and branding news? Usually, they are so buried in day-to-day tasks, there is no room to continuously grow, change, and evolve.
In fact, we know what the next year’s design and marketing trends are in the fall, and are able to plan ahead, adapt, and educate ourselves accordingly. Your marketing campaigns seemlessly flow into new trends without anyone noticing. And – surprisingly enough – that’s one of 2016’s marketing trends…. but we’ll get to that later.
Our strategy is a responsible one. But that’s nothing new… the majority of reputable digital marketing agencies across the country take education very seriously. InSilico Media Group invests the time to stay abreast of the latest trends, tools, technologies, and strategies to serve Mid-Ohio Valley small businesses better.
Unfortunately, not all of our competitors keep up on current trends. According to the report above from Capgemini, only 4% of companies align their training efforts with their digital strategy. Picking the correct agency is critical – we’ve posted about it before, and we’ll post about it in the future.
8. You benefit from an outside perspective
It’s easy for in-house Marketers to lose sight of the big picture. They tend to be immersed in the day-to-day activity and wearing many hats. They can’t see the forest for the trees. Employees may find it hard to express new ideas or bring up concerns, for fear of losing their jobs. But we’ve seen amazing results by collaborating with marketing team members.
Sometimes you can get too close to your business and not see your marketing strategies, programs, or materials from your audience’s perspective. Even though you may know your business inside and out by living and breathing it each day, your perspective is still one-sided. To market successfully to your current audience – and capture new markets – you need to step out of your shoes and into your target markets’ or customers’. Having a group on the “outside” supporting your needs helps to give you the customer’s perspective, not just your company’s.
Whether it’s planning, copywriting or designing, the right outsourced team will have experience with a variety of different marketing and communication strategies, techniques, and tools. You can rely on their lessons over the years to find the correct solution for your business challenge.
9. Break the “we’ve always done it this way” tradition
It’s easy enough – turnover within companies provide opportunities for individuals to move up, or new hires to take over. At some point, someone will challenge the status-quo within the company, and they’ll hear “we’ve always done it this way”.
Old ways won’t open new doors. We all know this.
By bringing in an outside group, we’ll challenge the current by asking the correct questions and providing the statistics to back up our marketing strategy recommendations.
The Bottom Line
Companies of all sizes use outsourcing to help build their business and stay nimble.By outsourcing some or all of your marketing, you have flexibility and access to trained professionals and advanced marketing technology.
When you hire a marketing agency, you should assume that you are getting senior-level marketing professionals with a wide-range of CURRENT skill sets. When picking agencies, some companies worry about product knowledge and try to find vertical industry firms. Your employees should have product/service knowledge to provide guidance and edit for content. Your marketing agency should provide you with an outside viewpoint on where to find your market and how to talk to it. We will have lots of ideas on to contribute based on trends, statistical data, and competitive analysis, but we find the best results come from working with a dedicated staff within our client’s company.