Eventually, a growing business reaches a point where it requires a dedicated digital marketing team. And business and marketing leaders often come up with a question: Does hiring an in-house marketing team make more sense? Or is it logical to outsource to a digital marketing agency? Of course, pros and cons accompany both options; for many companies, a hybrid approach may make the most sense. Learn more in our latest post below:
In-House vs. Outsourcing: Which is Better?
As your business expands, the need for a dedicated digital marketing team becomes evident to ensure a robust digital footprint and revenue growth. This situation presents CMOs and business leaders with a crucial decision: Is it more logical to hire in-house experts or outsource to an external marketing agency?
This question doesn’t have a one-size-fits-all answer; both in-house experts and digital marketing agencies offer unique strengths and weaknesses. To make the best decision, it’s essential to explore the pros and cons carefully and consider your business needs, goals, and budget.
The Benefits of Hiring an In-House Marketing Manager Expert
An In-House Expert Offers Easier Access
Since the in-house staff is on your payroll full-time, you’ll have better access to them during regular business hours. For example, if you request an ad hoc report for your next ELT meeting, you can probably have it generated much more expediently than if you had to submit a request to your external agency. Having an in-house manager allows a lot more flexibility and convenience.
Having an In-House Team Makes it Easier to Pivot
Because your in-house experts are more accessible, it also tends to be easier for you to pivot or adapt your strategy. If you need to change your approach to adjust your strategies, you can call for a quick huddle with your internal team. In other words, having an in-house team allows you to be more agile.
Hiring an Internal Team May Be More Cost Effective
Having an in-house marketing team may be a cost-effective option. According to Glassdoor, average marketing manager salaries range from $98,000 – $160,000 plus benefits a year in major cities like Los Angeles, all depending on seniority and experience. Enterprise digital agencies are often more expensive.
An In-House Marketing Manager May Have Deeper Knowledge of the Industry
Unlike digital marketing consultants, in-house experts won’t need to balance the needs of multiple clients, so they can focus solely on your field and your company, which might mean they develop an invaluable depth of knowledge. In turn, it can yield more out-of-the-box thinking.
The Advantages of Outsourcing to a Digital Marketing Agency
There are some definite advantages to hiring an internal team, but before you make your final decision, it’s also important to note the benefits of outsourcing to a marketing agency.
With an Agency, You’ll Have Access to a Wider Range of Skills
When you hire an in-house marketing team, you get generalists who have a decent overall understanding of digital marketing and work on various channels. However, some disciplines of digital marketing, like SEO, require specialization. By hiring a performance marketing agency, you can access a broader team of experts, each with deep specialization in areas such as SEO, PPC, content marketing, social media, and more.
Specialized Expertise Tailored to Your Type of Business or Industry
One of the most significant advantages of working with a marketing agency is the ability to find one that specializes in your specific industry. Whether you are a SaaS company, B2B enterprise, or an e-commerce business, you can find agencies with deep expertise in your field. These specialized agencies often have extensive data and insights within your industry. They might have even worked with your competitors before. While they may not be able to provide you with client-specific data, they can offer valuable guidance based on their anonymous experiences and best practices developed through working with similar clients.
Outsourcing to an Agency Will Provide More Resources
Digital marketing consists of several components that require specialized skills and knowledge. For a company to have a successful digital marketing campaign, especially at an enterprise scale, it requires access to the latest technology, intimate knowledge of the latest techniques, and an understanding of the latest trends. Generally, this is where marketing agencies shine. When you outsource, your agency will likely provide you with access to:
- Extensive, cutting-edge digital marketing tools
- Advanced dashboard and analytics
- Relationships with copywriters, content creators, bloggers, PR firms, and other key vendors or influencers you may need
- Possible deep expertise in your field from previous experience
- Streamlined workflows and project management tools
The bottom line: A marketing agency will have all the resources needed to do its job effectively and efficiently and to avoid being stretched too thin.
Enlisting a Marketing Agency Will Help You Avoid Internal Drama
One of the biggest knocks against hiring in-house marketers is that doing so will risk disruption due to office politics. I am not saying there’s no drama or politics in the agency world, but generally, there’s not a lot of room for consultants to get involved in workplace drama. Simply put, they need to stay focused on their assignments and projects to maximize their output and improve efficiency.
Digital Marketing Companies Will Stay on Top of the Latest Trends
The world of digital marketing is evolving all the time because of changes to search engine algorithms, consumer behavior, and the technological landscape. Therefore, it is vital to stay abreast of all the latest developments. An in-house marketing expert can accomplish this to some extent, but a digital marketing firm will have more bandwidth and resources to stay plugged into the industry. Agencies like Clarity Digital excel at staying on top of the latest trends, including the rise of generative AI, advanced data analytics, and automated marketing solutions.
Consider Taking a Hybrid Approach
Using this model, you’ll hire your marketing manager to coordinate the marketing agency, set a vision, and liaise with the rest of the internal teams, such as the sales and product team, to help achieve business goals. The marketing agency will focus on executing the marketing strategy and performing time-intensive tactical work, while the in-house manager can work to coordinate, manage and connect the dots.
In other words, enlisting an external marketing agency doesn’t mean replacing your in-house experts. On the contrary, it often makes the most sense to synergize the two, allowing the marketing agency to provide much-needed support to your in-house marketing manager. This hybrid model offers the best results and is the most cost-effective.
Who Will Be Responsible for Marketing Strategy in a Hybrid Approach
In the hybrid approach, either the in-house marketing team or the marketing agency is usually responsible for formulating the marketing strategy and roadmap, depending on either party’s skillset or expertise. In this approach, companies bringing in third-party help or consultants may also hire an expert Fractional CMO to be in charge of strategy, particularly in very niche markets where executive experience is necessary. Nowadays, many agencies like Clarity Digital also have Fractional CMOs who can help businesses beyond just formulating a marketing strategy.
Choose a Flexible Marketing Agency
If you are looking for a digital marketing agency because you want to outsource some or all of your marketing initiatives, Clarity Digital is a great agency to team up with. Our staff are experts in their subject matters and have decades of experience in various fields, staying ahead of trends such as generative AI and automated marketing solutions.
Set up a 15-minute discovery call to see how we can help your business grow and achieve your goals.
