While some companies are fortunate enough to draw from in-house resources for all the needs of their business, marketing is often seen as one of the vital components where experienced outsourced talent can be a long-term net positive to a company’s work flow. In fact, utilizing an outsourced marketing company with an expert talent pool can help maximize returns on your marketing programs and improve overall business performance.
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The case for engaging an external or outsourced marketing company to fulfill the marketing needs of a business begins with the reality that, by nature, marketing companies are permanently ensconced in the ongoing developments of the marketing industry. Should there be an update to Google’s algorithm for ranking websites, or perhaps a change to how the industry calculates impressions of an ad campaign, an outsourced marketing company is typically more likely to have their finger directly on the pulse of such trends. Likewise, as a marketing agency’s success is largely determined by their ability to remain current, they are more apt to dedicate the resources needed to adapt to trends quickly without needing to navigate an internal chain of command with many levels of justification. But does this mean a company should hire an external agency in lieu of developing an in-house marketing team? Sometimes no, but, importantly, sometimes yes. Strategically, an outsourced marketing company should be seen as complementary to the roles played by marketing personnel on the inside, as a means of optimizing resources and maximizing returns on a company’s marketing spend.
A significant benefit of bringing in hired talent to enhance a company’s internal marketing strategy is the flow of tacit and explicit knowledge that naturally occurs as a result of a long-standing agency-client relationship. Rare is the case that an in-house team has the depth of knowledge brought to the fore by a full service digital marketing company. By way of ongoing collaboration, a team of outsourced marketing professionals can essentially act as an advisor for overcoming unforeseen challenges and for developing the necessary tools and metrics for implementing a successful marketing campaign. Throughout this process, an in-house team gains invaluable insight which can then be applied to future marketing initiatives. As with any marketing or advertising campaign, the goal, of course, is to accurately pinpoint how a company’s message is being communicated to the targeted audience that is most likely to purchase the product or service being advertised. An in-house team often knows who they would ideally like to target, but it is often an outsourced marketing company with a fresh perspective that can determine how best to attract paying customers, while mitigating the costs associated with less than optimum marketing activities.
Perhaps the most notable reason for contracting an outsourced marketing company is the ability to access highly proficient marketing talent on demand, particularly with online marketing expertise. Whereas a company’s ability to derive homegrown marketing talent can be limited by budgets and lack of sustained need for certain positions, an agency has the ability to on-board subject-matter experts on a project-by-project basis. In the event an inbound marketing strategy calls for a campaign copywriter who is well-versed on an esoteric product or technology, an external marketing company has the ability to sub-contract the task out without burdening the client with the time and cost intensive process of finding and interviewing viable candidates.
Invariably, the decision of whether to use solely internal staff for a marketing initiative should be data-driven. In order to weigh all the options available, an executive management team must first consider how staff time is currently being spent, and whether that time can leveraged in a way that drives increased sales. For many companies where budgets are perpetually thin and headcount has been pushed to the limit, or when the need for new digital marketing strategies are required, complementing in-house resources with a team of expert, outsourced marketing professionals can lead the way toward maximizing business performance.