Enterprise-level marketers have a tough time these days, and we understand why. The pressure is on to innovate at scale, grow your brand visibility and awareness, hit your KPIs, and demonstrate an ROI that ties back to the business. Oh, and don’t forget you have to be creative while you’re doing it. That’s a lot of plates to spin! Brandwatch reports that there are 2.3 billion active social media users, and Forbes reports that about 82% of customers conduct research online before making a purchase. How are you going to make sure that you’re communicating with the right audiences, and that you’re communicating with them in the right way?
There comes a point when many marketers realize that they need resources outside of their office’s four walls to achieve their goals. That’s when it’s time to get serious about considering agency support.There comes a point when many marketers realize that they need resources outside of their office’s four walls to achieve their goals. Click To Tweet
Why hire a marketing agency?
The top reasons organizations hire agencies are bandwidth, expertise, and strategic perspective. Regardless of why an agency is brought on—for social media, SEO, website design, you name it—the bottom line is that they are being hired to make your life easier.
The top and most common reason companies hire agencies is because of bandwidth issues. Maybe you don’t have budget to increase your internal headcount, but you still need additional resources to help you meet (and exceed) your goals. After all, there are only so many hours in a day. Before getting started, it’s critical to map out the existing expertise on your team against the areas where you need the most support to ensure that you’re making the most of your investment (and leveraging your existing team to the greatest extent possible).
Hiring an agency that specializes in a certain field has some tremendous advantages. While you may have some familiarity in certain aspects of marketing, these teams work in a specialized field day in and day out, which results in an unparalleled depth of knowledge. They are experts in their craft who know what works – and, more importantly, what doesn’t.
Where your team might spend weeks – or months – testing out different approaches and tactics to find out what works for your audience, a third party agency already brings that know-how to the table. While of course there is always an orientation period, having an already-established library of best practices can help you accelerate results in an unprecedented way.
Beware the Echo Chamber
The echo chamber, tunnel vision, one-track mind — whatever you call it, it’s poison to your marketing program. All too often we see our client partners using the same formula for marketing month after month, and even year after year. The fact is that the digital landscape is changing fast, sometimes weekly if not daily. Getting an external perspective helps bring in fresh ideas and approaches. Third party agencies work across verticals and can cross pollinate the latest, newest tactics to help you turn your business goals into reality. Not to mention, they can bring in the latest tools and technology available to make sure your program is running as quickly, efficiently, and creatively as possible.The echo chamber, tunnel vision, one-track mind — whatever you call it, it’s poison to your marketing program Click To Tweet
Making the Case for Agency Support
Are you ready to hire an agency? Make the case to your leadership by clearly articulating why you need agency support, and what you plan to get out of the relationship. Use this simple checklist when you start the conversation:
- What will the agency bring to the table, and how do these deliverables map back to your overarching business goals? Get specific.
- How will the agency collaborate with your team? Which parts of your marketing program are best handled by internal team members, and where is there a current skills and abilities gap on your team?
- What are the KPIs for success? How will you make sure you are getting the most out of your investment?
- What is your budget? Be realistic about what is achievable.
Once you have these mapped out, use the information you’ve gathered as the roadmap for interviewing agencies to find the exact right fit for you. You’ll be able to make a clear decision on who you’re hiring, why you’re hiring them, and for how much. Most importantly, you’ll understand how to determine if you’re getting the right value out of your engagement so that you can deliver RESULTS!
Are you an enterprise marketer struggling to achieve your business goals? We can help. Let’s talk!