You might think I’m biased here, but I really believe that the right digital agency can make a huge improvement in evaluating the return on digital marketing investment. For many businesses, outsourcing has become an important part of their digital marketing strategy. You will reach into the expertise, knowledge, and experiences of a group of digital professionals who are passionate about achieving the marketing objectives.
For most businesses, outsourcing digital marketing makes sense at many points, not least because of the versatility and affordability it offers. It may still take some time to find the most appropriate company for your specific needs, but the minimal financial commitment (compared to hiring a full-time advertising employee or department) definitely makes it worth considering as an alternative.
1. Access The Skills You Need
Building an in-house team to take care of all your digital marketing efforts is a practical impossibility for many businesses. The skills that your company needs are either hard to come by or too expensive. What’s more, it’s not going to be financially feasible to hire someone for a full or even part-time placement if you don’t need their skills constantly and consistently.
The campaigns you run will change at different times of the year, for example, branding and SEO at the beginning of the year, concentrate more on social media and pay-as-you-go ads for Christmas and sales periods. A digital marketing firm should retain staff in a variety of roles and will be able to apply the right mix of skills to achieve the campaign objectives. It happens effortlessly for you, with the awareness they’ve built up about the goals of your company communicated through the campaign team.
2. Manage Your Budget More Effectively
Outsourced advertising companies are usually accountable for the promotions that your company spends with Google, Facebook, Instagram, and Twitter. Monitoring across multiple platforms and strategies is difficult and time-consuming. Add to that the need to track sales, optimize and guide budget for the most successful campaigns, and you have a complex set of reporting and management criteria.
Digital agencies are experts in managing your digital marketing budget effectively, developing tools and processes for more than 100 clients to make the process more efficient. By working with an agency, you benefit from their internal controls and procedures. You’re setting the budget and goals, they’re performing the rest.
3. Gain New Perspectives
An all-in-house team is inherently limited in the experiences that they have. They are in somewhat of an echo chamber, exposed to the industry and products that you are trying to promote and the techniques used to promote them.
Digital agencies work with a wide variety of industries, business types, and marketing professionals. They get to learn about and develop innovative, successful marketing techniques and apply them to different sectors of the business community.
Their employees are also required to meet continuing professional development requirements – for example, Google Premier Partners (like CBO) require their employees to complete annual training on all of Google’s advertising suite. You are able to tap into this insight and expertise in an extremely effective and targeted way when you partner with an agency.
4. Meet Deadlines, On Time!
With a solid marketing strategy in place, your business cannot afford to have a single point of failure, one which might occur with an in-house team. A typical agency will have multiple redundancies in place. Whether that is multi-person teams working on your campaigns, software, and automation solutions or versatile employees that can support each other, they are able to give more certainty that campaigns and objectives are delivered on time.
A digital agency can also help you in your planning and development stages so that you can get the media, copy and campaign briefs ready early enough that campaigns can be executed smoothly.
5. Give Your Business Space To Grow
Scalability is a key advantage of outsourcing. As your business grows (whether that is through more physical locations, more orders, more traffic to your site, or more social engagement), your operations need to change to react.
A digital agency can respond to the changing needs of your business and likely has experience dealing with the issues that you are trying to resolve. Once again, they can apply the expertise, insights, and software solutions developed with other customers to help you through the growth stage of your business. Your internal marketing, sales, and operations resources are then free to focus their efforts elsewhere – more store openings, employee engagement, and training, operational efficiencies, etc.