At some point, many business owners reach a point in their growth strategy where the decision needs to be made to outsource marketing or keep it in-house run by their own employee(s) or possibly themselves. For many, this decision can be a tough one. While we’d like to believe it’s as simple as weighing the pros and cons, it’s often difficult to see those clearly when confronting the emotion of trusting someone with your baby for the first time. Since trusting your brand with someone else can feel daunting, let me make the case for why you absolutely should
Access to Specialized Expertise
The cream rises to the top, as they say. It’s no secret that the top for a talented marketing expert is in the agency world. While there are certainly many talented in-house marketing teams, no one person has a monopoly on the best ideas for a brand. Outsourcing your marketing puts teams of bright professionals on your brand who’ve seen the before and after of hundreds of campaigns. Put simply, outsourcing your marketing gives you access to a broader view of what actually works.
Cost-Effectiveness
Maintaining an in-house marketing team involves significant investment, including salaries, benefits, training, and infrastructure costs. Also, not every hire works out. Letting somebody go isn’t always easy. In today’s very noisy media landscape, it’s crucial that brands incorporate multiple marketing tactics. The average American sees thousands of ads every single day. With technology changing, the menu of marketing changes at a more rapid pace every day; it’s more important than ever to work with specialists in each needed competency to stay out in front of your competitors.
Time Efficiency and Focus on Core Business Functions
Ok, time for the hard question: are you good at marketing your business? Maybe you are. Maybe you aren’t and don’t know it. One thing we can be sure of is that you’re great at the core function of your business. Focusing your time on your products and services IS the best use of your time. The “big picture” of your business is what you’re great at. When you outsource marketing, it allows you to be closer to the operation of your business so you can identify new opportunities that can only be seen with your visionary entrepreneurial super powers.
Access to Advanced Tools and Technologies
Marketing firms such as mine absolutely need the most advanced technology to execute at the highest level, particularly in digital marketing. Something you may not know because some of these companies have such a technological edge in areas like audience segmentation and analysis that they demand $100,000 per month in billings just to open an account. Do you have a $100,000 per month budget for just one piece of your digital marketing? Not likely. This is one of the biggest advantages of outsourcing marketing to a sophisticated company. The veil you didn’t know existed between you and the most cutting-edge technology in marketing is lifted.
Scalability and Flexibility
Outsourcing offers businesses far more scalability and value. For one, in house teams represent a portion of your marketing budget. Outsourcing marketing results in more of your budget going towards the implementation of strategy and ultimately exposure for your brand. Because marketing firms have a more holistic view of the tools available industry-wide, most firms can develop strategies for a variety of budgets and educate you on the varying expectations of each.
Fresh Perspectives and Innovation
External marketing agencies bring diverse experiences from working with various industries, which can lead to innovative ideas and fresh perspectives. Having walked past the “employees only” sign of hundreds of great brands gives marketing experts great insight into how other companies solve problems. While every client’s plans are confidential and can’t be shared with others, it still sharpens that expert’s instincts for identifying opportunities for your brand.
Conclusion
The value proposition really isn’t close. Marketing firms give you access to the most talented minds and technology that would be too expensive and technical to access yourself. They’re easier to hire and fire and can be more flexible with the budget you have available. Bottom line: outsourcing marketing is the clear winner for most businesses.
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