Your internal marketing team is responsible for every marketing task under the sun: generating and nurturing quality leads, improving the company website, managing and writing content, monitoring data analytics, developing campaigns, optimizing copy, and the list goes on and on and on.
For many businesses, there comes a time when the internal marketing team is stretched too thin. Or perhaps they don’t quite possess the expertise and tools necessary to accomplish this wide variety of tasks all at once. When a sheer lack of bandwidth, resources and/or support staff exists alongside a full plate of marketing to-dos, it starts becoming impossible to allocate the necessary resources to dive deep into important projects. Timelines start becoming delayed, and business goals are not met.
As Director, COO, CEO, or any member of the executive suite, you’re responsible for strategically guiding the business to achieve key goals. And you can’t accomplish that when your marketing team is crumbling. It’s stressful. We get it. You can support your team and business goals by bringing in an outsourced digital marketing team to work in tandem with your internal team. Read on to learn what to look for in a digital marketing agency to help your business get back on track.
The busiest leaders need a reliable, knowledgeable partner who understands both their business and the demands of their position within the framework of their company. But exactly how does outsourcing work?
Oftentimes, outsourced marketing is manifested in a monthly set of well-rounded services. Though in some cases, especially when test-driving a new firm, the outsourced job can take the form of a specific urgent project. A few examples? We’ve previously kicked off new engagements with clients by:
Whether you need help with day-to-day marketing activities or an expert team to execute a high-value project, any digital marketing agency worth its salt should be able to step in and start making a discernible difference from day one.
The right outsourced marketing firm will be able to confidently complete and bill deliverables in a manner that will please all stakeholders and make you look great in the process. Here are key qualities you should look for when considering outsourcing digital marketing to an agency:
Long-term potential – B2B companies don’t mess around. The sales cycle is typically too complex to be dealing with anyone who isn’t in it for the long haul. Look for a partnership – enhanced by effective communication practices. It’s important to work with an agency supported by people who share your core values and similar company culture.
Responsiveness – When you first contact a vendor, you should expect a quick response – within 24 hours at least. Especially when much of the relationship relies on communication, you need to know your agency takes your inquiries seriously and recognizes that your business is their business.
Rave reviews – When scoping out a prospective partner’s website, zip right on over to the case studies section and pick out some client testimonials. Has the firm solved problems or worked on projects like yours before? Consider the types of results the company is showcasing and compare them to its competitors.
An industry leader – Of course, you want to be working with the best. Who doesn’t? But determining whether or not the firm is an innovative leader can be tricky. What sets this firm apart from the pack? One way companies demonstrate thought leadership is through their blog, so take the time to check out some relevant posts that correlate with your business needs.
Flexibility – Always ask for pricing information and be upfront about the terms on which you could establish the outsourced marketing engagement.
Experience in your field - It’s really important to hire an agency that’s experienced in your industry and can answer your specific business needs with well-thought-out solutions. We’ve written a guide to help you find the right SaaS marketing agency for your business and how to vet B2B PPC agencies before working with them.
Egos and divas – Agency reps should kick their attitudes to the curb. Do you want to work with someone who speaks to you in a condescending manner? Well, that’s a no-brainer. But no matter your experience level, it’s critical you work with a partner who values your expertise, as well as your background in marketing.
A shady sales process – Honesty and transparency go a long way. If you’re sensing the opposite, trust your instincts and politely disengage.
B2Anybody agencies – Don’t put stock into a firm offering blanket outsourced marketing solutions for every kind of business, claiming expertise in all areas. You’re much better off finding a company that specializes in your industry and/or has experience marketing from a B2B perspective.
If your business is strapped for resources and everyone is looking to you to still hit growth targets, it’s probably time to outsource your marketing to a digital marketing agency. Interested in learning what we can do for you? Get in touch and we’ll help you achieve your business goals and look good in the process.
Oren Smith—our resident Marketing Manager and data geek... *ahem* expert—has been heading up PMG's marketing for 5+ years. Between stretches of content writing and inbound strategy, you might find him planning his next adventure abroad or enjoying a good, old-fashioned lobster roll.