Any marketing webinar will tell you that running a business is not the same as advertising it. Many great products gather dust on the shelves because they weren’t marketed properly. Marketing is a continuous process. It involves smart but flexible strategy, market research, outreach, impactful design, and a core message that can connect with people. Developing this core message internally requires skill and experience. More importantly, it can cost you dearly.
Some companies try to work with in-house marketing and creative teams, but find this exercise costly and inefficient. This is due to the large number of professionals who have to come on board. There are strategists, writers, media planners, digital media managers, community managers, developers, designers, and more. Each of these roles is separate, which means you will have to pay for hire freelancers for these roles or hire full-time employees.
Most companies can’t afford to spend a lot of revenue on hiring marketing resources. Most of them don’t. Take brands like McDonald’s and Coca-Cola, for example. Both of these companies work with many marketing and media planning agencies around the world. They do this because outsourcing their business marketing is cost effective and impactful.
The importance of effective marketing
Both conventional and digital marketing work on a team system. Agencies can produce compelling ideas through a team of talented creatives who come together and brainstorm. They bounce ideas off of each other and produce a finished, aesthetic result. You don’t want your company to miss out on this pool of ideas by trying to hire hybrid resources within the company.
Think of it this way: you want to improve your customer service. You set up a auto attendant telephone system to take calls from customers and move them along the sales funnel. The problem arises when you can’t consult with your agency to craft the perfect greeting.
This greeting should align with your brand values and create a positive association in the minds of your consumers. An agency can help you creatively attract clients that you can’t expect from an in-house brand manager.
Your goal should be to deliver effective messages to build followers and attract new consumers.
An agency full of talented professionals can help you get the results you need with the KPIs you set. Plus, you won’t need to pay exorbitant amounts of money to get your message across or grow your business.
Consider the importance of a seemingly trivial tactic: online reviews. Many businesses mistakenly ignore adding positive reviews to their landing pages, costing them customers. The drum reported that 93% of consumers read online reviews before deciding to opt for the product or services of the company concerned.
In short, it is not enough to establish advanced technologies inbound contact centers. Ensure consumers are optimally accelerating the marketing and sales funnel. This happy event is possible when you let marketers do the work for you. Let’s look at other reasons to outsource your marketing to a partner agency.
Reasons to outsource your marketing to expert agencies
1. Stay tuned
Upgrading skills can be time-consuming and expensive. Marketing has become very digital, which means that the mediums used by advertisers are constantly changing. Some once-relevant apps disappear from the digital scene a few months later. Even tech giants like Facebook have to advertise aggressively to outsmart the competition.
You don’t have to worry about being on top of the marketing game if you have an expert agency at work. Digital marketers are learning around the clock and aware of new technologies, platforms, and advertising strategies. It saves you valuable time in ongoing training and implementation and reduces opportunity costs.
For example, if you’re having trouble organizing or analyzing big data, you can ask the agency’s resident data expert. You won’t have to know the details or compare programs like Apache Kudu vs. Hive against Spark, etc. All it takes is a briefing to your agency, and they’ll sort through your data warehousing and analytics needs.
2. High end with efficiency
There are many risks associated with growing too much too quickly. This applies to your business even if products are flying off the shelves. This is a significant concern if your demand has increased rapidly. As more people place orders, you might struggle to keep up. The worst thing that can happen is that your website crashes or orders get delayed.
An in-house team can do so many things. Developers working on the backend can try to resolve the server overload, but other actions should be taken in the meantime. Customers with late orders will gradually get angry while waiting for their packages to arrive. This can damage your brand reputation and drive consumers away.
When you outsource your marketing to an agency, you have a team to call on when the unexpected happens. Marketers usually have contingency plans that they put in place if a potential PR crisis threatens their clients. In addition to firefighting, your partner agencies can provide you with digital managers who can take care of your e-commerce order processing and help optimize the process.
3. Get a fresh perspective
You might be uncomfortable outsourcing your marketing, but there’s no denying that it will get you better results. Brands are constantly competing to get ahead and achieve icon status, ie become a household name or replace a verb. For example, no one says they will “use a search engine” these days. Everyone just Googles things.
Your business can’t take advantage of this competitive advantage if you’re always on the lookout. Hiring marketing experts from outside your company gives you the advantage of having an outside perspective. You can overlook many issues because you’re too close to the mark, but the agency can pick them up.
For example, you might not notice that your primary font has become outdated and looks tacky. A designer or creative from the agency will instantly realize this and make the necessary changes so that your brand can compete equally with everyone.
The best part is that the agency’s experts are available whenever you need them because they focus on customer service. You can reach out to them with general questions, concerns or ideas if needed. Some companies add a few of their agency hires to their private branch exchange (PBX) for easy access. It also allows agency professionals to give better feedback since they are closely connected to the system.
4. Access new resources
One of the advantages of external agencies is that they are connected to many suppliers. Suppose you want your website to have a blog section so that you can improve your SEO ranking. It would be difficult to find experienced bloggers, interview them and hire them. It would waste your time that you don’t have.
Your agency’s marketing experts know everyone from bloggers to content creators to filmmakers and more. Just make a call and the agency will find the perfect resource for the project you want to complete. They’ll also take care of the arduous selection process, so you can spend time growing your business.
The best part is that you won’t have to pay these providers their typical affiliate commission. Most content creators sign up with agencies knowing that they will get paid less but get exposure and more job opportunities. Your partner agencies can get you discounts so you can get your message out the way you want.
Effective project management is the key to outsourcing
If you’re worried about committing to an outside marketing agency for a long time, you might want to consider integration with Salesforce CRM to track your outsourced marketing efforts. Or you can engage external partner agencies for certain key events, campaigns or projects.
For example, if your company is launching a new product and you want a launch event that attracts as many eyes as possible, you can outsource it. The marketing agency will partner with an activation agency, and you’ll have a talk-worthy event ready to go.
This also applies to campaigns. Say you’re a small business that does internal marketing in the normal year, but you want to invest in a new campaign. You can hire a partner agency to run the campaign from start to finish. The commitment will apply until the end of the campaign. There are no conditions attached. This will save you from trying to come up with an Integrated Marketing Campaign (IMC) plan yourself, especially if you don’t have experience.
Results-based marketing is not just about placing ads on social media. Effective marketing starts with market research and goes all the way to building iconic brands. It’s about what your ad says, where it’s placed, who interacts with it, if someone clicks on it, and more. Outsourcing this complicated process will give you a great return on investment and effectively build your brand.
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ABOUT THE AUTHOR
Thanks Lau, Director of Growth Content at Dialpad
Grace Lau is Director of Growth Content at Dialpad, an AI-powered cloud communication platform with cloud PBX solutions for better and easier team collaboration. She has over 10 years of experience in content writing and strategy. Currently, she is responsible for leading editorial content and branding strategies, partnering with SEO and Ops teams to create and nurture content. She has also written for sites like Trans4Mind and Klipfolio. Here is his LinkedIn.