I would like to dispel a huge rumor about outside marketing agencies. We are not there to replace the current marketing staff.
Can an outside agency work as the marketing department of a small company? Yes, but usually if there is already a marketing team in place, they are not going to be replaced. The internal person is managing tasks that would be inefficient for an outside marketing agency to complete.
When I was a young marketing exec, I didn’t understand that. I thought, well if I can’t do it and have to go outside for help that makes me look weak. Yeah, I know I was dumb.
“My job was the big picture, the overall messaging and goals. Overseeing the efforts of others. Managing.”
Companies constantly go outside to get expertise. If you are working as a marketing director or marketing manager, guess what the CEO wants you to do?
Direct and manage the marketing department. That means you don’t need to do every little thing by yourself.
No one knows how to do everything. And even if a marketing person does he/she usually don’t have the time to do everything.
So this is why you, as the marketing manager, should use an outside marketing agency.
First: Let the outside agency focus on what you don’t want to do. When I was a marketing director for large industrial companies, I loved trade shows and live events. However, the part I didn’t like about trade show and live events was setting up the PPC.
You know what I did? I farmed it out to someone who did enjoy it. In fact, I still do that on occasion.
My job was the big picture, the overall messaging and goals. Overseeing the efforts of others. Managing.
Second: Let the outside agency do what you don’t do well. There is a difference in tasks you don’t like and those you at which you don’t excel.
For instance, I love doing design, but at a certain point, I know I am not the best person to do that task anymore. So you know what I do? I have an outside agency help me. Figure out what you are not great at and sub that out.
Third: Be efficient:
I can shoot video. I enjoy it. I am pretty good at it. So why does 366 use a freelance videographer for some projects? Because sometimes I am not the best option. When I use our freelancer, I know he can handle more complicated projects and dig into the details. It is just more efficient
Also, he has access to the latest and greatest software and equipment that I might not.
Sometimes it makes more sense for me to use the resources that I have access to instead of doing everything myself. This strategy also makes sense to industrial marketing directors as well.
Think about it why use a person making a 75K salary to update a brochure? That doesn’t seem like the best use of resources.
The goal of an outside agency working for an internal marketing department is this; Make the person signing the checks look good.
That’s it.
If you hire me, that is my primary goal. I don’t want your job; I don’t want the credit. I want you to keep using my services.
Want to get an outside opinion of your company, see through a fresh set of eyes? Contact us and arrange a free consultation.