How Your Company Can Use Both Outsourced and In-House Marketing

How Your Company Can Use Both Outsourced and In-House Marketing

For many companies, an in-house marketing team is the best option, and outsourcing marketing should only be done for special projects. However, having a full-time marketing team isn’t a luxury all midsize companies can afford. This is why many smaller businesses choose to outsource their marketing talent. For anyone in this boat, here are the essential knowledge gaps you need to fill so you don’t sink: 1. But in the age of internet research, long-form content is increasingly becoming a go-to method for consumers to learn more about brands, products and services. People don’t hate long-form content, they hate bad long-form content. Further, it helps tell your brand story and establish authenticity with your audience. Recruitment marketing, in particular, is a swiftly growing area, with companies utilizing marketing expertise to attract the best potential team members and strengthen the organization as a whole. Sprout Social states that since 2013, the number of customers wanting a response from a company via social media has more than doubled, yet nearly 90 percent of messages go unanswered for 72 hours. Because one in three social media users now prefers to use social media for customer service, according to Social Media Today, it’s expected that companies engage across multiple platforms.

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How Your Company Can Use Both Outsourced and In-House Marketing

I run a marketing agency, yet I’m the first to say that outsourcing all your marketing is probably the wrong move. For many companies, an in-house marketing team is the best option, and outsourcing marketing should only be done for special projects. However, having a full-time marketing team isn’t a luxury all midsize companies can afford. However, without one, you can miss out on opportunities to grow faster and increase profits.

If you feel your marketing team is lacking a few key people because they’re just too darned expensive, you aren’t alone. According to All Business Schools, the annual salary for a single marketer ranges from $61,000 to more than $120,000 — which is more than just a drop in the bucket for growing companies.

This is why many smaller businesses choose to outsource their marketing talent. Some may hire an outsourced CMO like Chris Knudsen, Anfernee Chansamooth or Randy Scott, or a company that can function as such, like Hawke Media. Individuals and companies like this make suggestions and decisions on how best to market your services without breaking the bank on a dedicated in-house team.

While outsourcing your marketing to a more experienced partner may be the best bet for some, it isn’t necessarily what all companies need. You may have a partially filled team and simply want to ensure you’ve got everything covered. For anyone in this boat, here are the essential knowledge gaps you need to fill so you don’t sink:

1. Tech knowledge.

The number of systems required to integrate distribution channels and marketing mediums is mind-blowing. “You have to have much more than a cursory understanding of the underlying technologies involved in the entire ecosystem to successfully establish metrics that enable you to manage a marketing program,” says Christine Alemany, chief growth advisor for Trailblaze Growth Advisors.

Technology changes with the wind, and even if your marketing team is up to speed in nine out of 10 areas,…

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