All companies need to engage in marketing activities if they want to succeed long term – you can’t rely on referrals and chance enquiries to deliver predictable growth. However, for busy SMEs with stretched resources it can be difficult to decide whether to task your marketing activities to in-house staff or to hire a professional agency. Let's look at the pros and cons of each option:
Your staff will understand your company and the sector that you're working in, so they'll be able to promote your goods and services with confidence. However, if you don't already have marketing professionals within your company, you'll need to hire some - and they'll need to learn about your company from scratch.
In-house staff will be on hand whenever you need them, and you'll be able to keep track of exactly what they're doing and the results that come from each action. However, you'll need to have enough office space to accommodate them, and a line-management structure in place to give them guidance and direction. They’ll also need to be supported in their role by other colleagues, so hiring one marketing specialist might require 2-3 new staff members for them to operate effectively.
In principle, you can ask in-house marketers to provide support in other areas of your company as well. In practice, however, marketing is a time-consuming business, so they'll already have plenty to do. Splitting an employee’s role could spread their time too thinly, increase their stress and reduce their overall productivity.
Hiring, training, and accommodating in-house staff can be expensive, especially when you factor in all the skills and specialist knowledge you’ll need to run a successful marketing team. Compare the costs involved with those of outsourcing the work before taking anyone on. It’s why only the largest businesses tend to have dedicated marketing teams – and these are often 10-30 people strong.
There are many forms of marketing, including search engine optimisation, content marketing, and email marketing, not to mention the minefield that is Social Media and paid advertising across multiple platforms. Most professionals only have direct experience in some of them. A marketing degree will impart general overall knowledge, but doesn’t guarantee expertise in specific fields.
It's often difficult for in-house marketing staff to judge their own efforts accurately. They may be unconsciously biased or nervous about telling you that things aren't going to plan. Even if you do employ in house marketing people, it may be worth working with an agency to put a measurable strategy in place with set goals your team can work towards with the resources at their disposal.
An agency will employ an array of staff with expertise in particular areas of marketing to work on each account. As a result, you'll be able to deliver an integrated marketing plan and get great value for money.
When you hire an agency, you'll essentially be taking on an entire department without needing to worry about providing them with an office, desks, managerial supervision, or equipment – not to mention no employer’s NI, pension contributions, training costs, holiday or sick pay.
Your agency will understand how various types of marketing work together and keep up to date with the latest trends. They'll be able to help you create successful campaigns and let you know when it's time to adjust your techniques.
Each company has its own way of working, and its unique products and needs. However, agency staff are used to getting up to speed with things quickly. Choosing one with experience of working with businesses in your industry should help.
If you employ an agency, you won't simply be able to walk over to team members' desks to speak to them. However, a reputable agency will always be on hand to help you and will communicate with you regularly.
For more information about hiring an agency, including a detailed breakdown of the strategies we use and your potential ROI, contact JDR and we'll guide you through the process.
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