6 Benefits of Hiring a Marketing Business
Here are seven ways you know it’s time to hire a marketing business.
- Sales are Stagnant
- It’s Not Getting Done
- You Don’t Enjoy Marketing
- You’ve Realized You Don’t Have the Skills
- Your Marketing Results are Hit or Miss
- You Wonder What is Working
- You Would Love to Hire a Complete Marketing Team, but Lack the Budget
Companies can realize the following benefits by hiring a performance-based marketing business:
- Cost/Risk: At much less than the cost of one full-time executive, you get an expert in marketing trends and can expect cheaper ad costs and software costs, among others. Minimize the impact of marketing staff reductions.
- Access: With the right business, you still get complete access to all of your data and insights. Access expertise in marketing strategy and implementation, as well as creative design, focused on the specific job or project on hand.
- Time: You save on all of the time it takes finding someone — or trying to learn the entire Internet marketing field yourself.
- Experience: Get an outside perspective on your business. Your team will benefit from the experience the marketing team brings to the table, such as familiarity with your target market and the many marketing channels and opportunities available.
Deciding whether to hire in-house marketers or a marketing business has the potential for predictable, scalable revenue growth. If you are on the fence, here are my top 6 reasons to consider outsourcing some of your marketing to a performance-driven business.
1. You get more than just marketing expertise
What if you could have predictable, effective marketing systems that generated and nurtured sales leads & an online community? By outsourcing some of your marketing, you get marketing talent, leading-edge strategies, shared experiences, and access to advanced marketing technology. You can seamlessly synchronize the end-to-end customer experience, and touch each stage of the buying cycle with agile, timely, and relevant marketing campaigns.
2. 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 will 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.
3. You do not need to train a business
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.
Performance-driven businesses, 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 do not have to train your existing staff members because your agency has the depth and breadth of skills needed.
4. 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 a “discretionary” expense. And when times are good, marketing often gets more funding. It goes against the objectives of the CEO responsibilities, and that's maximize stakeholder value.
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.
5. Stay current on the latest marketing trends, without a learning curve
Digital marketing agencies must constantly be up to speed and follow the latest developments across digital marketing trends on a regular basis. It is part of their job description.
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. The majority of reputable digital marketing agencies take education very seriously. I invest time to stay abreast of the latest trends, tools, technologies, and strategies to serve you better. According to the report above from Capgemini, only 4% of companies align their training efforts with their digital strategy.
6. 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.
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.
Here’s an example of an outsourced marketing campaign. The first month of the campaign, we may only do one blog post that attracts 84 new followers on social media, and generates 16 leads. The second month, we may publish two more blog posts, add two content offers, attract 192 new followers, increase our search engine ranking for eight keywords, which generates 37 leads. By the sixth month, we may have published a total of 30 blog posts, created 10 content offers, have a total of 1674 followers, and are showing up on page one of Google for five keywords, and generate over 240 leads. The compound effect from creating those assets over time didn’t just double the leads in the second month, they generated 10x the results in only a few short months. So you can see the value--right?
When picking a Marketing business, 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 agency should provide you with an outside viewpoint on where to find your market and how to talk to it.
The ideal situation is to have at least one point person working internally who can collaborate with the marketing business to help them understand your brand voice, key messages, content, and demographics. A performance-based agency 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.