There comes a point as a business owner or executive where you may have to decide to hire in-house marketing staff or go with an agency. There are reasons why it might make sense to do one or the other. However, at some point there comes a realization that it might be best to hire an outside agency. I have outlined 5 reasons when it makes the most sense to hire a strategic marketing firm.
Your current marketing efforts don’t produce consistent results
You need a solid strategy to help you devise a plan specifically for your business or industry, and a consistent process to execute that strategy. Without both these components, you will continue to struggle to produce consistent results.
A marketing firm will look closely at your business, your industry, your challenges, and your goals to put together and execute a strategy to overcome those challenges and meet your goals. They’ll also help you measure and track campaign results to continually improve your strategy. Sometimes having that fresh, unbiased view that a strategic marketing firm provides is invaluable in assessing whether or not things are working or not. There are times that an in-house staff is just too close to the process and company.
You don’t have the money to build an in-house marketing team
Building a quality in-house marketing team can be very expensive and time consuming. To do it well you need to hire a strategic marketing director or manager to create the vision and strategy, an experienced marketing specialist that is familiar with copywriting and content development, a market researcher, a graphic designer, potentially a web designer and maybe even someone to handle the social media aspect of your marketing plan.
That could get rather expensive in a hurry and take more time than you have. If your organization is not in a position to hire a marketing staff that size, you can still get the benefits of all that skill (and more) by hiring an agency. An outside agency will have a wider range of skills and deeper experience to help you achieve your goals. And the best part is that, in most cases, hiring a strategic marketing firm will be cheaper.
Sales are struggling
If you are confident that there is a market for your product or service, and you’re confident that your customer service, sales team and pricing are spot-on, the problem with lagging sales could very well be ineffective or non-existent marketing.
A good marketing firm will take the time to learn about your sales process and integrate marketing strategy and activities with your sales team. With the support and input of your sales team, they’ll refine and adjust your marketing strategy and activities based on real results.
Marketing is not your top priority
As the owner or executive of an organization, you are busy. Often times too busy to really make marketing a priority. Many times it makes more sense to prioritize the tasks and activities that immediately pay the bills or resolve a customer issue.
Effective marketing takes time and a lot of effort. Because of that, it quickly moves to the bottom of the list of immediate priorities. Since marketing is the only thing a marketing firm does, they can take it off your plate and make it a top priority at the same time. An experienced marketing firm will take the time get to know you, your business and your goals really well. Once they have that down, they will apply their experience and skill in helping you reach your goals. Let them bring their passion for marketing to your passion for your business.
You don’t like or understand marketing
You don’t need to love marketing to recognize its value to an organization. A lack of excitement, skill and interest on your part will reflect negatively across your brand, even when if think you’re doing a good job of concealing it. Conversely, marketing agencies are passionate about what they do and the help they provide to their clients. This passion often comes through in the work they create and the brands they help.
Strategic marketing is a multifaceted and sometimes complicated series of activities. It requires having knowledge on the complexities of several different types of communication, knowing how and when to effectively use those channels, and knowing how to properly evaluate their effectiveness. An experienced marketing firm has experience in all of these things, and can help you make the right decisions and choices in your marketing efforts.
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