The Pros and Cons of Using a Marketing Agency
Marketing can be the cornerstone of your business’ success. Smart business owners know that it’s essential to devote a portion of the company’s resources towards marketing efforts that engage customers and differentiate the brand. But, finding the time to make marketing a priority in a small business can be difficult. Instead of keeping marketing internal, many businesses choose to outsource the function to a marketing agency. Doing this has many benefits, but it’s not right for every company. Consider the pros and cons of using a marketing agency to determine if it’s the right choice for your business.
The Benefits of Using a Marketing Agency for Your Small Business
Small business owners and their staffs have a limited number of hours in a day and what might feel like an unlimited number of things to get done. Hiring a marketing agency can help offload this essential task from your staff (or from your to-do list, if you aren’t yet ready to hire).
While hiring a marketing agency will impact your operating budget, doing so can be less expensive than hiring a full-time employee to handle marketing. Since marketing agencies employ individuals with different areas of proficiency (messaging, branding, and social media, for example), you get to experience the benefits of all their expertise. When hiring for internal marketing posts, you might not be able to find individuals with a wide-ranging background who are experts in all marketing disciplines.
When you are a young business and stretched to do many things with limited resources, the results might suffer. Your business could likely benefit from an external team completely focused on marketing and achieving meaningful results for your company. This could include identifying leads, increasing sales, differentiating your brand, and changing market perception. Plus, a marketing agency brings in a fresh, outside perspective that could be just what you need to jumpstart your marketing efforts. If you’re not seeing fruit from your current marketing programs, an agency could make a difference.
The Drawbacks of Using a Marketing Agency for Your Small Business
Keeping marketing internal ensures your marketers are completely entrenched in your company culture and understand the goals of the business. This can be a hard thing for outsiders to fully grasp.
Since marketing agency employees need to service multiple clients at once, you may not be able to access the members of your team as frequently or as easily as you would if they were internal to your company. If an emergency or something else comes up that requires a quick response, you might not be able to reach the people you need immediately.
Some small business owners have a hard time letting go of control, which can get in the way of a successful partnership with a marketing agency. While you will have the final say and sign-off on their activities, you still need to be able to trust that the agency folks are the experts and take more of a hands-off roll when it comes to campaign execution.
Like any business decision, there are pros and cons of using a marketing agency. There is a cost involved, but the ROI can be tremendous, considering the impact a successful marketing campaign can have on your business’ bottom line. If you don’t have the cash to invest in marketing, consider a small business loan or alternative means of financing to help get your marketing efforts off to an auspicious start.