Should you invest in in-house marketing or an agency? When dealing with online marketing, this is a critical decision to make. Herein we will break down the differences between handling marketing in-house and hiring an agency, like an SEO agency, for example.
Typically, online marketers tend to horn one specific skill set. For instance, there are PPC specialised (paid search specialists), content marketers, social media masters, conversion rate specialists, and much more. Every facet of online marketing has a specialist.
With this in mind, it is important to note online marketing is too expansive and complex for one person to master everything. As such, when you hire a content marketing specialist in-house, you will get exceptional results with regards to content marketing… but only content marketing. What about the other facets of online marketing?
Diversifying Your Marketing
Businesses that hire online marketers in-house typically struggle to diversify their online marketing endeavours. Investing in new modes of marketing is always expensive and risky. If you hire someone and does not yield positive results, you just created a very precarious situation for your business.
Therefore, companies that hire in-house specialists tend to stick with one marketing channel, even when it is not working.
For instance, you may have an exceptional designer who designs high-quality landing pages. However, you may lack an ads specialist, thereby attracting the wrong traffic. This leads to less than stellar results.
Is the Designer at Fault?
Frankly, no. This is just the outcome one gets for siloing marketing skills like this. As such, you do not end up accruing the results you were hoping for. On the flip side, when you contract a high-quality agency, you gain access to a wide range of skills and experiences. You get to work with account managers who are members of a team of specialists, including Facebook experts, site testing experts, AdWords experts, website design experts, etc.
Individually, every team member is an expert in their field. However, collectively, the entire team is capable of providing much more value to their clients than any individual would.
Moreover, given the fact that every team member is actively managing several accounts, they have ample experience in managing online marketing. They have insights that only come with experience. Importantly, they are able to apply these insights into their accounts to benefit all their clients.
Investing in Wide Variety of Skill Sets
Hiring an agency might seem like the more expensive route meeting your online marketing efforts. After all, if hiring one specialist is an expensive affair, how can you afford a team of specialists? However, as a general rule, most companies do not need the services of a full-time online marketing specialist. However, they do need the input of these specialists to steer their marketing efforts. That being said, it is important to note, if you are hiring a full-time specialist, you will not find a specialist willing to work for only a few hours every week.
In an agency setting, however, the various experts can work on multiple projects, therefore, staying busy enough to justify getting employed full-time with the agency. As such, even though no account will require their full time, they have ample work to stay with the agency.
Therefore, working with an agency means you benefit from a pool of experts who are skilled in various skills without having to contract them full-time.
In-House vs Agency
In a nutshell, if you are interested in skill diversification, an agency or in-house specialist can work for you based on your circumstances. For instance, with large companies, it might make sense to hire in-house specialists as a means of defraying the marketing expertise they have. After all, having plenty of marketing work does justify the expense of hiring dedicated experts in various fields.
However, the vast majority of businesses do not need dedicated specialists working for their companies. In fact, working with an agency is the most logical and affordable option available for skills diversification. Contracting an agency is a good way to widen your marketing net without increasing your overall overhead.