• Swindon & Wiltshire Experts
• Wednesday May 22 2024
• Author Name: Emma Hart

Should you keep marketing in-house or hire an agency? – Resolution

Should small business owners keep their marketing in-house or outsource to an agency? Emma Hart of Resolution – who has worked for internal teams and in agency environments – looks at the benefits and drawbacks of both.

An agency’s competitors aren’t usually other agencies – it’s businesses using internal teams to deliver marketing activity.

Sometimes, a business might hand over the marketing responsibilities to an employee.

However, just like any other aspect of a business, marketing requires careful planning to guarantee a successful return on investment and seamless functioning.

Why hire in-house?

Represent the brand

The in-house team are advocates for the business which is important for managing the reputation of the brand. When engaging with external stakeholders like journalists, influencers, or commercial teams, they often find it more efficient and direct to communicate directly with a company employee.

This not only streamlines decision-making but also enhances the customer or client experience, ultimately strengthening relationships and solidifying your position in the market.

Business knowledge

An internal team usually knows the latest news, what’s launching, exciting announcements and any other activity that would make good marketing content. For social media purposes, uploading images, videos and content can be instant rather than sharing it with an agency.

Also, having that personal touch between your business and its loyal customers is key. Customers want to feel like they can trust and connect with your brand on a deeper level. Authenticity is critical in today’s marketing landscape, especially as artificial intelligence continues to play a larger role in communication.

Team player

There’s truly nothing quite like the feeling of unity and triumph that comes with successfully pulling off a campaign or project. It’s a fantastic display of teamwork and dedication from multiple departments working together towards a common goal. The sense of accomplishment and acknowledgement of their efforts can do wonders for morale and motivation.

More sustainable

We are all trying to do our bit for the planet so thinking about where an agency is based and how often you communicate with them is essential. Remote working and the digital age have revolutionised how and where we operate. However, with many of us heading back to the office and returning to face-to-face interactions, it’s crucial to think about our carbon footprint and whether centralising work in one location is a more sustainable choice.

Have you also reviewed the agency’s ESG practices, and if your business shares the same values for supporting issues like climate change and the environment?

Why outsource to an agency?

Flexibility

It’s important to recognise the limitations of time and resources when it comes to marketing. Without a dedicated employee with marketing expertise, you may find yourself wasting valuable time and money on ineffective marketing activity.

It’s easy to get overwhelmed and spread yourself too thin, which can hinder the success of your marketing efforts. Give your marketing plans the attention they deserve to ensure they reach their full potential.

Many more skills

Most agencies have a diverse team of experts with a much wider skill set available that can offer a host of services. From creatives and communicators to designers and technical developers, an agency team can bring your ideas to life and contribute suggestions on how to make initiatives work harder and across various platforms.

Industry knowledge

Marketing agencies are pioneers when evaluating the industry and being on top of the latest trends. Chances are, they’ve already worked with a company similar to yours and can use that experience to help shape your marketing strategy.

Don’t be afraid to ask for examples of their work to see their past successes, but keep in mind that they’ve probably run a ton of successful campaigns and know their subject matter. Trust them to bring fresh ideas and expertise to the table.

Contacts

Agencies have an impressive network of contacts that can help boost your brand’s visibility. From journalists to influencers to brand ambassadors, these professionals can all play a crucial role in promoting your brand.

Additionally, agencies often collaborate with photographers, retouchers, and videographers to create compelling visual content for your marketing campaigns. With their extensive connections and expertise, agencies can provide valuable support in elevating your brand’s presence in the market.

Emma Hart is communications manager at Resolution, an integrated creative marketing agency based in Bath and Devizes, Wiltshire.