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While in-house marketing has benefits, an agency might better suit your company's needs.
Many small business owners handle marketing internally, wary of the expense of outsourcing to a digital marketing expert or agency. While this approach may work for a while, you’ll need to up your marketing game eventually. As your business grows, new marketing strategies and opportunities can help generate more sales leads and boost brand awareness.
Knowing when it’s time to get expert help with your marketing plan can be a challenge. We’ll outline six signs that you’re ready for a digital marketing agency, explore the benefits of partnering with professionals and share tips for finding the right partner.
Examine the following six signs to determine whether it’s time to bring in expert marketing assistance.
If your business isn’t amassing new leads and customers, the most likely reason is that they haven’t heard of you. People unfamiliar with your products and services are unlikely to stumble upon your business, even if your offerings would be ideal problem-solvers for them.
Generating quality sales leads is crucial for a business’s survival. If your influx of prospects and new customers is slow or nonexistent, your marketing and advertising strategies could probably use help.
Your current ads may be unenticing or you may not be running ads at all. Maybe you’re not taking advantage of social media marketing strategies that would place your business in front of its target audience. Whatever the reason for your stagnant customer growth, a marketing agency or expert can help you reach the people most likely to buy your products and services, boosting lead generation and, ultimately, increasing sales.
You’re a business owner with unique talents and strengths. If marketing isn’t one of them, that’s OK. It’s standard for businesses to outsource human resources, shipping, customer service and more to free up internal resources. Outsourcing marketing to an expert is a smart strategy when your attention is spent better on other aspects of your business.
Many highly qualified marketing agencies and experts can assist your business with the following strategies:
Your professional marketing partners will create strategies to help your business face whatever issues it’s up against. Their insights are invaluable and you’ll be free to focus on running your company.
Branding is crucial. Consider your shoes, clothing, smartphone, computer and other everyday items. You’re likely surrounded by purchases informed by your brand perceptions.
Can you define your business’s brand? If nothing comes to mind immediately, your brand could probably be stronger. Brand building marketing agencies — particularly digital marketing specialists — will address branding issues specifically to help you develop a clear identity. They’ll work with you to boost your brand’s visibility so that potential customers see you and seek out your products and services.
A small marketing budget can indicate two things: You’re not prioritizing marketing or your profits prohibit an adequate marketing investment. In either case, a marketing agency can help.
Unfortunately, your products and services won’t sell themselves. They need visibility and expert strategies to ensure the right people see and resonate with them. Marketing agencies can work within your budget constraints to help you get the most bang for your marketing buck. They often have access to artificial intelligence marketing tools and other technology that can take your marketing efforts to a new level. You’ll gain a deeper relationship with your audience while staying compliant with regulations — and crushing the competition.
Your business will struggle if you lack marketing and advertising strategies. When you have expert marketing on your side, you improve your chances of success.
Are your social media marketing efforts scattered haphazardly across various platforms? Is your social media presence at odds with how your website portrays your business? If so, your marketing process is badly in need of unification and a digital marketing agency can quickly get you aligned and focused.
While your business likely needs multiple social media accounts, you probably don’t need to be everywhere. A digital marketing agency can help you focus on the best social platforms for attracting your target audience. For example, if you’re targeting Gen Z and Gen Alpha, focusing on TikTok and Instagram — instead of randomly running Facebook Ads and LinkedIn efforts — can help you maximize your marketing spend.
An agency can also ensure your online presence is cohesive across social channels and aligns with your website design. Agencies have the knowledge and wherewithal to understand the best marketing approaches based on industry, brand and target audience. They can also bring a fresh perspective if you’re in a creative rut and introduce new elements seamlessly.
Even if you have excellent marketing instincts, you’re a business owner who must maintain processes, create new products and services and expand your audience. Implementing and managing a marketing strategy takes valuable personal resources, including time and energy, which may be better served elsewhere. A digital marketing agency can take your ideas and goals and launch them on a path to completion and success — while you focus on running your business and meeting your business goals.
Business owners will find many genuine benefits when working with a digital marketing agency, including the following:
Choosing the right outsourcing partner can feel overwhelming. However, following specific steps can ensure you find a trustworthy agency to help you achieve your marketing goals.
Research top digital marketing agencies online and get recommendations from businesses in your industry. You may prefer a local agency you can meet with in person; however, the nature of digital marketing agencies means you can likely work with one anywhere.
Narrow your candidate list by asking essential questions. Your specific business and industry will generate unique questions, but the following will apply to most businesses:
Some agencies will emerge as stellar candidates. However, even if you like all their answers, they must provide references to businesses they’ve worked with and projects they’ve completed. Checking their references will help you better understand the marketing agency’s professionalism, values and response time in a crisis.
Ask references the following questions:
Additionally, examine campaign examples, such as social media, email and ads, to get a feel for the agency’s work.
Hiring a marketing agency can save you significant time and money, but you must still adhere to a monthly budget when choosing one. Determine what you are comfortable paying and see if it aligns with your top pick. If it doesn’t, consider cutting costs in other areas or pricing additional agencies.
Choose the digital marketing agency that best aligns with your goals and budget. You should feel positive about the relationship and look forward to working with your outsourced team.
Hiring a marketing agency isn’t a set-it-and-forget-it endeavor. While different business owners will have varying preferences for involvement levels, communication is critical. You must carve out time for consistent communication so you clearly convey your goals and work together to maximize your ROI.
To ensure you maintain a good relationship, consider the following best practices:
There’s no guarantee of success in any business. However, improving your marketing and advertising strategies can get your products and services in front of more potential customers, boost sales and increase your chances of success. If marketing isn’t your area of expertise, consult with professionals to create a plan that meets your goals.
Kimberlee Leonard contributed to this article.