As soon as the companies reach the growth wall, or they feel like their internal work is futile, the thought of hiring a digital marketing agency appears. There is a group of leaders who vow by agencies, there is also a group of leaders who regard agencies as the waste of budget. The truth? It depends. It is not on the market. Not on the fashion. But these to thee.
So what is it?
His reasons business comes to a digital marketing agency
Digital marketing agency in its essence comes to cover the gaps between strategy, skills, bandwidth, even gaps of confidence. These companies have an organization designed to provide rapid pace, quantifiable campaigns, and undeniable victories (when they are good).
This is a reason why a business would be inclined toward an agency:
1. You require Expert Knowledge
There is no single job of marketing. It is SEO, paid advertising, email, web design, brand building, analytics, video, copywriting - you can think of more and more. Majority of the small and medium-sized teams are not able to afford 10 specialists. However, they are already present in a digital marketing agency.
Suppose, you have a good content, but you really require paid advertising. A qualified agency will install a Google Ads professional who chews algorithms in the morning and not eat his way through your budget.
2. The Cost-Free Access to Tools
Operating on full stack marketing implies taking subscriptions in pro gear Semrush, Ahrefs, HubSpot, or Adobe Creative Cloud. This can easily incinerate thousands every year. They are already in possession of the agencies and factor in their use in your service fee which will be a huge cost-saver.
3. Project-Based Flexibility
Not all business require a team that is fully employed. There are times when a rebrand is not enough. Or a redesigning of a web site. Or to introduce an item. When you use an agency, you can get the professionals in exactly when you want them, and out when you don t.
The secret weapon can be a marketing retainer as well. I need design assistance this month, however, in the future I see I need SEO assistance. Do the same bucket of hours in whatever fashion you desire.
4. Fresh Perspective
Agencies are interindustrial and interplatform. They are not in the echo chamber of your company. That is a good thing.
In many cases, organizations get into the routine or groupthink. A digital marketing agency offers fresh pair of eyes and successful approaches to comparable issues they have overcome in other places.
The Cons of Agency work
There is no perfect partnership. And there are also valid trade-offs when it comes to outsourcing your marketing.
1. Price Can Be the Deal-Breaker
Agencies are not cheap. Retainers can run anything from \$2,500 to \$5,000 a month and can get as high as is imaginable based on scope. They may be driving ROI but it is a bite of your budget that perhaps can be spent on product development or staffing or operations.
2. You lose some control
Agency people do not sit one desk away from you as opposed to your internal team. Delays in communication may occur. Briefs go awry. And responsibility can be grey when you do not set expectations on the first day.
When no deliverables, KPIs, or timelines are defined in your agency, get the hell out. A weekly update, monthly reporting, and strategy are required. Not hazy status reports.
3. They are not You
No matter how good that digital marketing company is, they will not know your company as well as your team would. Years are needed to know your voice, your market and your customers. And in others, the agency never really understands you and you will see it reflected in your campaigns.
When Not to Hire a Marketing Agency
You may not require the use of an agency in case:
- You are in the process of finding product-market fit. Agencies make what is working into what works. They do not repair damaged products.
- You feel like you have the concentrated internal team that has the clear direction and a specific strategy.
- Neither are you able to invest 3-6 months of constant interaction with your budget. Good marketing does not happen over night.
There is no use burning the money to do something. It is better to wait until you are ready to commit.
The Time When It Is Definitely Time To Hire One
In the other half, a digital marketing agency makes sense provided:
- You are on a plateau of growth and require new strategies.
- Your department is over staffed or does not possess some talents.
- You are eager to grow quickly and you cannot wait months to recruit and to hire.
- You must have a marketing strategy, and not be satisfied with tactics.
What is the Difference Between Agency and Freelancer?
The freelancers are useful when it comes to smaller pieces who are task-focused and specific and usually the small tasks, a logo, a landing page, an email sequence. They are less expensive, nimbler and their testing is less challenging.
However, in case you require strategic management, cross-media compatibility and resizable services, then you should resort to an agency. They will be systematised, have project managers, have processes, and will be redundant.
Pro tip: The best digital marketing firms will converse to you what you should not do. What will happen if they say yes to anything? They are desperate or they are telling lies.
Last Post: Strategy, then Support
Any decision to hire a digital marketing agency would be similar to adding a marketing engine to a business. And no engine drives without a map.
Before you even bother with outreach define:
- What is the issue you are attempting to address.
- The definition of what success will be (traffic? leads? revenue? brand equity?).
- The internal resources that you currently possess, and what resources you lack.
After getting clarity, go and speak to 3-5 agencies. Insist on evidence of outcomes, chemistry and candor. Questions: What is their on boarding experience, how regularly do they attend clients, how do they gauge success.
And it still applies: no agency is a magic wand. But is it the right one? It is an engine that will drive your whole business.
