Is it better to do your online marketing in-house or through an agency? It’s an important decision to make.
Now, you should probably know that I’m a founder of an online advertising agency, so I might have a bit of a bias. But I have worked in-house and done my own fair share of hiring agencies throughout my career, so I’ve seen the good and bad of both options.
With that in mind, I’m going to try to take off my marketing agency hat and tell you the honest differences that come with both approaches.
So, agency or in-house? There are basically three differences between marketing agencies and in-house marketing:
1. Diversity of skills
Generally speaking, most online marketers are like Liam Neeson in “Taken.” They have a specific set of skills.
Some are perfect for paid search, while others are masters of social media, mavens of content marketing or rulers of conversion rate optimization. But as good as someone might be in one area of digital advertising, online marketing is simply too complex for a single person to be an expert at everything (and still have human social skills).
That means you could end up hiring a paid search specialist only to find out that your competition is getting way better results from content marketing.
What now? Well, you could hire a content marketer, but most companies don’t have infinite money to throw around. So, what should you do?
Keep your marketing diversified
It can be hard to find the right team of in-house marketers for your company. Investing in any new marketing channel is a risk, and what happens when you hire someone whose skill set doesn’t fit your company’s needs?
Situations like this lead to lots of companies getting stuck with one marketing channel. And all too often, it’s not the optimal channel for them to be using.
In addition, one-trick-pony marketing can land you in situations where you have a fantastic landing page designer, but your ads are struggling and bringing in the wrong traffic, which will make it hard to get good results from your campaigns .
Can your designer do much about that? Probably not.