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Marketing Agency vs. In-House: Should You Hire Someone or Do It Yourself?

May 18, 2018 | Demand Generation, Inbound Marketing

Author: Nathan Harris
Marketing Agency vs. In-House: Should You Hire Someone or Do It Yourself?

Marketing, marketing, marketing. Does the idea of digital marketing for your company feel overwhelming? After all, you and your team are busy with other things – can you really afford to spend time on marketing?

On the other hand, maybe your team has a pretty good handle on your marketing. You haven’t heard anyone complaining about it lately, so that’s a good sign, right?

Deciding whether to use a marketing agency or continue with in-house marketing isn’t easy. There’s a lot to consider. If you’re on the fence, take our quiz to figure out your marketing needs.

1. Have you mapped out your buyer personas?

Do you (and your team) have a clear idea of who you’re marketing to? Knowing who your ideal customers are is one of the most important parts of your marketing strategy. Who are they, what are they struggling with, and how can you help them? Once you know who you’re marketing to, you can map out their buyer’s journey: the steps they go through in order to make a purchasing decision.

Points:

  • Yes, we have detailed personas and a buyer’s journey: +0 points
  • No, we do not have an ideal customer or buyer’s journey mapped: +10 points

2. Does your content speak to your buyer personas?

First of all: are you producing content? An effective content marketing strategy is vital for your inbound marketing efforts. When you produce content that is relevant to your buyers, they are more likely to find you online. Your content should build trust with your buyer and help them through their buyer’s journey by speaking to their struggles. If your content is not targeted, your personas have no reason to listen to you.

Points:

  • Yes, we have an effective content strategy that targets our personas: +0 points
  • No, we do not have a content strategy: +10 points
  • We produce content, but it is not targeted to our personas: +5 points

3. Is your sales team feeling left out?

It’s not uncommon to see some friction between sales and marketing teams. Has your sales team been complaining that your marketing team isn’t providing them with enough high quality leads? A strong inbound strategy must include alignment between sales and marketing. When your team is aligned, you’ll bring in more quality leads and have the resources to guide them through the buyer’s journey.

Points:

  • Yes, our sales and marketing teams could use some help: +10 points
  • No, our marketing team is providing sales with lots of leads: +0 points

4. Is your website ranking well on search engines?

If you search for your business’s name with Google, where does your website rank? Is it at the top, or close to the top? Things may not be as they seem; did you know that Google adapts to your past behavior? You may be seeing your website on the first page of results, but that’s because Google knows you want it there. So what are your customers really seeing? To get a real idea of how you rank, perform a new search with an incognito browser. Where does your business rank now? If you’re not ranking highly, it’s time to revisit your strategy.

Points:

  • Yes, we’re ranking at the top of the results: +0 points
  • No, we’re ranking very poorly: +10 points
  • There’s room for improvement: +5 points

5. Would you like to establish yourself as an industry expert?

If you read that question and thought, “Of course I do!” then congratulations! Inbound marketing can do wonders for your business. But not every business wants to position themselves as a leader some businesses care more about local foot traffic than website traffic. However, it should be noted that providing industry insights will help you to establish trust with your buyer, whether they’re local or across the globe.

Points:

  • Yes, being a leader is important to my business: +10 points
  • No, my business has other priorities: +0 points

6. Has it been so long since your phone rang you’re wondering if you forgot to pay your phone bill?

Have you been waiting around the phone all day like a teenager expecting their crush to call? Spoiler alert: they won’t call unless you do something to spark their interest. If you’re not generating interest with content, PPC, social media, or other means, you’re not going to get much business.

Points:

  • Yes, we’re beginning to feel snubbed: +10 points
  • No, we’re talking to customers all the time: +0 points

7. Are clicks turning into customers?

Your website shouldn’t be a business card, it should be a lead generation machine. Is your website capturing visitors’ contact information and helping them make a purchase decision? When your website captures information about your visitors and customers, your sales team’s jobs get much easier.

Points

  • Yes, our website attracts leads and converts them to customers: +0 points
  • No, people rarely convert on our website: +10
  • Sometimes: +5 points

Tally up your score and see what you get. If your score is more than 35 points, it may be in your best interest to contact a full service digital marketing agency. Why?

It all comes down to strategy. Your marketing can’t be an afterthought, or you’re setting yourself up to fail. Do you have a complete marketing strategy that is built on the needs of your customers? Do you know who your customers are and how best to reach them? A digital marketing agency can help you to develop a personalized strategy and make use of various digital marketing tools and tactics.

Content marketing can help you position yourself as an industry expert and bring in leads. Search engine optimization (SEO), social media, and pay-per-click (PPC) advertising can drive visits to your website – which should be kept up-to-date to capture leads. All of these tactics should work together as part of a much larger strategy. A marketing agency can help you develop this strategy and follow through with it. Are you ready to develop a customized digital strategy that will help grow your business? We can help.

Strategic planning kit

Strategic Planning Kit