Decisions, decisions. If you’re a small business owner, you already understand why you need to have a marketing budget. The confusing part is: who do you choose to manage it?
Some people say you should build an internal team. Other people say, “Hire us! Our whole agency can help you!”
While there are definitely scenarios and businesses that require an ongoing, internal team, here’s why we think agency marketing is usually better for small businesses.
An in-house team will have a set volume of work they can handle before quality suffers. When you’re ready to ramp up your efforts, you will need to hire new employees. This can be a costly and time-consuming endeavor, especially considering the above point that it’s challenging to find marketing talent.
Lack of Objectivity
Why do so many brands end up producing content that lacks value and feels too promotional? A big reason for this is that internal teams may struggle to think objectively about the brand, which makes it challenging to truly adapt a customer’s mindset and create content that is customer-centric, not brand-focused.
The cost of hiring an in-house content marketing department will include one-time and ongoing expenses:
• Additional employment costs (benefits and taxes)
Your recruitment costs will include the time spent screening resumes, interviewing candidates, and onboarding/training new hires, plus expenses such as posting job ads and running background checks.
So just how much does all of this add up to? A recent report from Bersin by Deloitte found it costs an average of $4,000 just to fill a position.
In addition to this, salaries for an experienced and talented marketing professional can really add up, especially when you factor in additional expenses such as taxes and benefits.
If your company is in the position of needing full-time internal help and you can afford salaries such as the above, go for it! If not, take a look at what a kickass agency can do for much less.
The Right Experience and Skills
Efficiency comes with skill and experience. You could probably fix a leaky pipe after looking up a how-to video, but an experienced plumber would be able to quickly diagnose the problem and fix it with confidence much quicker.
Similarly, using an agency can save the time and resources it takes to learn on your own.
By working with an agency, you gain its collective wisdom. An established agency’s team has faced a diverse range of scenarios and challenges. They’ve tested and experimented with a variety of tactics and channels.
You also gain the agency team’s content marketing–focused skill set. Employees may include creative strategists, writers, researchers, designers, developers, PR specialists, copy editors, and data journalists. You’d need to hire a sizable team in order to acquire such a broad range of skills in-house.
An agency isn’t influenced by the internal biases that may lead to misunderstanding which types of content interest your target customer. A good agency points out areas for improvement and missed opportunities, which may be tougher for an internal team to identify and communicate.
Marketing agency resources don’t require a full-time salary or benefits. A good team provides a wide-range of strategic, tactical, and technology skills for a fraction of what your internal, in-house team would cost.
No Training Necessary!
It’s the marketing leader’s job to produce results, including drive quality sales leads, increase website traffic, build followers and subscribers, but they often lack the skills, technologies, and strategies to pull this feat 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.
When you hire a performance-driven agency like 10twelve, you don’t have to train your existing staff members because your agency has all the depth and breadth of skills necessary.
Breadth of Knowledge
Agencies have hands-on knowledge of marketing trends happening across their whole client list, which can give them insight into what works and what doesn’t across all industries.
An agency’s better vantage point on the marketing industry as a whole gives them insight into a particular company's performance versus broader industry trends.
Agencies spend many hours and money testing out new ideas, channels, and techniques, for not only their clientele, but their own marketing as well. (All that money and time has to be spent by someone in order to test ideas, and when you use an agency it doesn’t have to be you!)
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. An agency helps you bridge this gap, and provides a team of diverse people that have the education and the experience.
With an agency, you get access to versatile professionals with proven backgrounds in business strategy, marketing, content marketing, communications, business strategy, graphic design, web design, internet marketing, and SEO.
One marketing person can’t do it all. And if they can do it all, can you afford them?