24th June 2020

6 reasons to trust your marketing agency to do the job for you

Nataly Guryanova
Head of Marketing Operations

One of the fundamental issues marketers have always dealt with is whether they should keep activities in-house or turn to a marketing agency for support.

Having been client-side for most of my career, I have often pondered this myself.

Now having worked for an agency for a few years, I believe the benefits of working with an agency outweigh keeping everything in-house. Here’s why. 

1. Access to expertise

When you’re looking for experts in specific areas, and you don’t have that knowledge internally, it’s easier to turn to an agency. Think of it as “on-demand expertise”.

If you’re in a rush and need specific skills that aren’t available in house, turning to an agency is the best way to access skilled people that can help you get your project up and running in no time.

An agency won’t waste time looking for the experts because the experts are already working for them. 

2. Gaining an outsider view

As an in-house marketer, you know your brand like the back of your hand, and you have a dedicated team that shares the same mission and the same goals.

That’s great. But sometimes, you get so deeply involved in your own work you miss the bigger picture. You’ll miss an external view that could bring a fresh perspective to your brand, and opportunities might be overlooked.

Cognitive diversity is essential for any idea-generation since different viewpoints empower debate, fuel scrutiny and generate more rounded output.

Working with an agency as an extension of your team broadens your perspective and brings new ideas to the table.

Hiring an agency will help keep your work relevant and fresh. It’ll breathe new inspiration and creativity into your marketing campaigns, and challenge you to think differently about the best way to reach your objectives.

3. Taking a long-term view

When working client side, it’s easy to get distracted and be pulled into projects that need your immediate attention. And let’s face it, there’s always something urgent that needs to be done right away. 

So, you can be forgiven for thinking about the here and now, rather than the long-term strategic role of your marketing campaigns.

That’s where a good agency comes into play. If you partner with the right agency, not only will they help you determine a strategy that helps you reach your objectives, they’ll help you execute it too. 

4. Keeping your brand relevant 

Agencies are used to working with a large array of diverse clients, and need to stay in the know when it comes to new marketing channels, audiences, and other marketing tactics. 

They have tried and tested every medium imaginable and adapted messaging to fit their clients’ audiences. Let’s be honest: you probably haven’t had the time to experiment fully. 

You should be able to trust your marketing agency to deliver on your brand imagery and iconography.

Internal pressure to deliver and other politics can sometimes make it hard to go off the beaten path and try something new. 

It’s your agency’s job to help you identify your different audience personas and the best channels to reach them on, whether you’re looking to reinvent your brand or push a new product feature. 

This expertise is invaluable and will keep your brand relevant when looking for market penetration in a crowded industry.

5. Executing on your objectives

As any in-house marketer will know, there is often a vast chasm between what you’d love to do and what you’re capable of delivering with the team.

This often leads to scaled-back campaigns or missed deadlines as a team becomes overburdened trying to deliver everything.

Agencies are used to working to tight deadlines, with a range of budgets, countless deliverables and multiple stakeholders.

We are the perfect extension to help you deliver on your objectives – whatever they are.

Engaging an agency early on in your campaign planning is an excellent way to gain access to expertise, broaden your thinking, and deliver on your objectives.

If you still aren’t sure whether you need external support, read my previous post on how and why to look outside your organisation for content production.

6. Going the extra mile

A good agency will not just take your money and deliver exactly what you’ve asked for.

A good agency will work with you to devise the best strategy for your project, your brand, your story

It might differ from what you were originally expecting, but that’s what a good agency does.

It will not adopt a one-size-fits-all approach to its clients. It will open the range of possibilities for your money to go further.

It will work with you to make sure that it is spent efficiently, effectively, in line with your expectations, but above and beyond the line. Trust your marketing agency.

In the end, it will all depend on what your priorities as an in-house marketer are. Some things might work better when you keep them internally, of course.

But if the points above ring a bell and there are things you’re struggling with at the moment, then it might be a good idea to look into getting an agency to help you with your marketing initiatives.

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