The key is defining the marketing goals of your organization and weighing them against the strengths and weaknesses of your team. Now, I realize that it’s not anyone’s idea of a good time to truly evaluate your limitations, but it’s a vital exercise to determine whether your marketing initiatives should remain in-house or require outside expert assistance.
key business factors when comparing in-house against outsourced marketing agencies
Factor #1: Your Company Culture, Vision and Values
I’m going out on a limb here by assuming that you would prefer to work with marketers who align with the culture, vision, and values of your company; most companies do. And generally speaking, by hiring from within, it’s easier to achieve this. Of course, a full-time internal worker is much more closely invested in the success and development of a company than any external agency team would be. Given the responsibilities of a marketing agency to a number of different clients, it is more difficult for external marketers to fully get a sense of the day-to-day culture and values of a company.
Factor #2: The Need for Wide-Ranging Skill Sets
Your team may need access to several different skill sets, such as web development, social selling expertise, email marketing, pay-per-click advertising, depending on the marketing strategies of your company. You get the point. And believe me, when I say, it’s not a walk in the park to build an in-house team packed with all that talent. Agencies are, of course, already equipped with experienced professionals who specialize in all areas of digital marketing. In other words, for all things marketing, agency teams can be your one-stop-shop. Expect to dedicate time and patience if you plan to recruit, screen, and hire a full-service in-house marketing team.
Factor #3: The Dreaded Workplace Politics
Rarely will you hear a professional admit to enjoying office politics? But it’s hard to avoid; conflicts arise, distractions happen, and – like humans – the quality of work can suffer when office drama gets in the way. It’s just natural, particularly when a talented group of people work day after day in such close confines to each other. But this is a non-factor when an outside firm is handling the ads. An agency team should concentrate as third-party marketers on one thing and only one thing: the marketing plan of your company.
Factor #4: Keeping a Competitive Edge with Industry Best Practices
You’ve heard us speak constantly about digital marketing’s evolving environment. The strategies and instruments that once worked yesterday would not necessarily work tomorrow. Competition is difficult, innovations are evolving at a lightning pace, and your company will finally be left behind if you’re caught singing the same old tune. Fortunately, it is the bread and butter of an organization to remain on top of the new and greatest digital marketing best practices. At the latest, innovative innovations and educational marketing conferences, marketing agency teams always get first shot, most of which are simply not within reach for in-house marketing teams.
Factor #5: Access to Tools and Platforms
When it comes to the must-have technology of the industry, such as nummero, a good digital marketing agency already comes with all the bells and whistles. To equip consumers with the right resources, many will also test and spend thousands of dollars in annual subscription fees. This is a time-consuming and costly process that, if you deal with an organization, you don’t even have to worry about. Of course, the price is baked in, but not the headache and the anguish over which resources to use.
Ultimately, the answer to the issue of whether you can outsource or keep your marketing in-house depends entirely on your situation. Do you see yourself, or your team, leaning one way or the other as you go over our 5 main business considerations in the in-house marketing vs. marketing agency debate? Your response maybe that. On all sides, if the list of pros and cons is equal, then you might be like the many companies that do both. It never hurts to ask for advice, particularly in places where you don’t have an expert on the team, or you are trying to gain a competitive advantage with new and trending strategies.