Small-Business Marketing: Should I Hire In-House or Outsource?

At MediaMax, where I'm co-founder and CRO, we've seen businesses of many sizes unlock a ton of potential benefits by creating and implementing a solid paid media strategy – it builds awareness, drives consideration, and ultimately helps you gain new customers and clients. 

Just as you may employ a consultant or agency to create a logo, manage your public relations, or design your go-to-market messaging, you can also tap into outside expertise to help implement your paid advertising campaign. These agencies often specialize in the procurement of paid media and ensure your strategy is cost-efficient and effective.

Once you’ve established your go-to-market strategy, it’s time to determine if you have the in-house staff to implement your media campaign or if you should outsource to an agency. Either way, experienced talent who understands the nuances and complexities of this space is the first step to ensuring your success.

The Modern Marketing Landscape for Small Businesses

In the modern marketing landscape, you need a strong brand story – one that provides value and gains the attention of potential customers. Once you have your brand story you have a multitude of options, such as where and how to get your message seen and heard by your specific target audience. 

There are many strategies and tactics that small businesses can use for marketing and messaging deployments, depending on your business. Also, you will need to consider targeting tactics to ensure your media is viewed by your best prospects and goals/key performance indicators (KPIs) to measure the success of your campaign.

Investing the time and the money into media planning and buying can pay off. If you’re ready to invest, you want an expert on your side, someone who will get you results more quickly and with less frustration. Sustainable growth requires a sustainable media strategy, and your first step is deciding whether to manage your project in-house, or to outsource it.

The Benefits of an Outsourced Marketing Team

Outsourcing can be a great option for startups and small businesses that have the potential to grow quickly but aren’t ready for an in-house marketing team. When you choose to outsource your marketing, you get:

1. A Team of Experts

Partnering with an agency to plan and execute your media strategy can have many benefits. The most obvious is that you gain a team of professionals who understand the ins, outs, and best practices of today’s marketing landscape. Agencies have dedicated employees who possess an expertise in specific areas. These are specialists in their respective fields such as social, search, traditional media, and email and direct mail marketing.

2. Spending Efficiencies

Agencies can help with spending efficiencies and can help extend the value of your investment.

A company that buys media 365 days a year will have more buying power and know all the tricks of the trade. Many agencies have on-staff negotiators to ensure you are receiving the most aggressive pricing for your media.

Whether you choose to move forward with an in-house marketing team or a marketing agency, be sure to think of what the goals of your business are. 

Also, when you outsource you do not need to incur things like employee salaries or benefits. When you retain an agency, you are only paying for services rendered. Pending the size of your media campaign, hiring the right partner may ultimately pay for itself…and save you from trial and error in the process.

3. Time-Savings

An obvious benefit is time-savings, allowing you and your team to focus on your product and services. During the planning phase you may speak with your agency daily. Once your campaign is set in motion, weekly status calls to review performance will help ensure your goals and KPIs are on target.

4. An Objective Voice

Having an objective opinion will provide an alternate viewpoint, such as consumer perceptions and insights.

5. White-Glove Service

Having your hand held from media inception to implementation is critical to a successful partnership. There are many moving pieces in a media plan, so select a partner who keeps all aspects of your media organized and provides you with white glove service.

The Benefits of an In-House Marketing Team

If you have experts on board your team already, you may choose to keep your marketing in-house, or you may be interested in hiring your own dedicated marketing team. If you do, you can expect: 

1. Undivided Attention

One of the clearest benefits of bringing all marketing and media planning in-house is you will have the full and undivided attention of employees who can dedicate all their time to the project(s) at hand. That means complete control and transparency.

2. Brand Expertise

Who knows the brand better than your own employees? Having an in-house team saves time in educating an agency on who you are and what you do.

3. Real-Time Decision Making

Making decisions can be agile and quick. Having your team available in the next office or online allows you to act and react in a timely manner. There is a perk to having round-the-clock access.

4. Passion Players

Your in-house team has more to win (and lose) and will completely immerse themselves in all aspects of your business. These are stakeholders who want to succeed as much as you do.

Whether you choose to move forward with an in-house marketing team or a marketing agency, be sure to think of what the goals of your business are. Both options provide ample support and will help elevate your marketing strategy. 

Photo: Getty Images