Businesses that have considered outsourcing their marketing often wonder: “what services does a marketing company provide?” and “what’s the difference between an internal team and an external one?”
The world of marketing has quickly become “digital first,” with more and more people using the Internet for shopping, product research, and communication. A customer’s first interaction with your brand is likely to be through the Internet, and so it’s become vital for organizations to understand how to effectively market their business through digital channels.
There’s never been a more important time to invest in digital marketing, and it’s never too late to start building your digital presence with an optimized website, a strong social media presence, better branding, and fine-tuned lead nurturing and generation process for sales. But, when choosing to do this, you have one large decision to make: outsource or build an internal team. In this blog, we’ll explore both options, compare pros and cons, and show the benefits of hiring a managed marketing service provider.
If you’d like to talk to an expert about what a managed marketing service provider can do for your business, get in touch with an Impact specialist for a 30-minute strategy call today.
The Difference Between In-House and Outsourced Marketing
When diving into the world of digital marketing, businesses have two options: building an in-house team from scratch or working with a marketing agency.
Related Blog: What Does a Marketing Consultant Do?
They both come with benefits and drawbacks, but the main difference is that one is an actual part of your team and one acts more like an off-site extension of your team.
Here is a more detailed look into the pros and cons of staying in-house or going with an agency partner for your digital marketing:
Pros and Cons of an In-House Marketing Service Provider
Here are some of the foundational pros and cons associated with keeping an in-house marketing team:
Pros of an In-house Marketing Services Provider
Familiarity: An internal marketing team is made up of employees who know a business’ brand and make all their decisions with it in mind. An outsourced marketing team still develops that overall understanding of a business’ values, tone, style, and brand, but it takes time for that relationship to build.
Convenience: There’s nothing more accessible than having your marketing department a door away. An in-house team is usually within the same office as the rest of the company and is easily reached. Outside marketing teams must be called, emailed, or instant messaged, which takes slightly more time when dealing with a responsive partner.
Control: With an in-house team, businesses have complete control over that team’s focus and priorities. Similarly, an in-house team grants businesses 100% control over their strategies rather than splitting that responsibility with the experts and specialists at an agency.
Attention: Agencies and other outside marketing teams handle the marketing and branding for multiple clients, while a business’ in-house team is solely dedicated to their own marketing efforts.
Cons of an In-House Marketing Services Provider
Cost: Maintaining a full-fledged marketing team is expensive with employee salaries, recruitment costs, benefits (insurance, retirement, etc.), and more. Many businesses think they can hire one marketer and call it a day, but an effective marketing department requires specialists and experts in SEO, video marketing, copywriting, social media, demand generation, and more.
The average yearly cost for a small internal marketing (of 3-5 people) team is over $250,000.
Recruiting and Management: As mentioned above, marketing teams are made up of specialists in all fields of marketing and staffing which can be dozens of marketers at a time. This means shouldering the costs of finding and keeping talent, including dealing with employee turnover.
Additional Expenses: Other than employee costs, you must foot the bill for all the software and hardware necessary for a marketing team to do its job. This means CRMs, SEO tools, video, and image editing software, as well as the costs of hardware like computers, laptops, phones, printers, and monitors.
Limited Expertise: Smaller businesses may not have the budget to employ as many marketers as necessary, which can leave skill gaps in key places because no one marketer has all the experience or expertise to fulfill everything that goes into effective digital marketing. Going in-house may mean not having experts in SEO, website design, video marketing, or social media, leaving a big hole in your marketing and branding strategies.
Scalability: Being able to easily scale your marketing team is important to match and drive growth. With an in-house team, this means keeping up with growth by ramping up recruitment and hiring, something that takes time and can lead to an overstretched team.
What Services Does a Marketing Company Provide?
One of the biggest benefits of working with a managed marketing provider is that they bring a big team of highly experienced marketing professionals with skills in every marketing discipline. Because of this, an MSP partner can provide a plethora of different services for businesses, including:
- Marketing Automation: Automate key processes like email scheduling, social media management, contact management, content posting, and more.
- Web Design: Build a website with a better user experience to create a stronger journey to convert more visitors.
- SEO: Make your website and businesses easier to find on search engines with expert-driven optimization strategies.
- Photography and Video: Showcase your brand, your business, and your people with commercial photography and videography services.
- Writing: Build a brand voice and write engaging content with the help of a team of writers.
- Digital Branding: Build your digital presence with branding services.
- Market Research and Analysis: Know your competition, your industry, and your customers with research-backed insights and analysis.
- Paid Search and Media: Use SEO, research, and creative storytelling to entice searchers to click on ads and follow them to your content and services.
- Custom App Design: Get a custom-built solution with application development.
- Ongoing Consulting: A long-term MSP partner is there to help you refine your strategies over time to meet changing trends and goals.