Expanding customer base and increasing brand influence are integral parts of maintaining the success and growth of any company. This means investing in marketing, and in today’s world, it really means investing in digital marketing.
Digital marketing is an enormous industry and it is made up of many interworking components. You’ve got SEO, social media networking, and email campaigns just to name a few. Each of these areas are important to the overall success of your marketing efforts, and managing each component simultaneously is no easy feat.
If you’ve done your homework, you will have noticed the decline of older approaches of ‘interruptive’ marketing and the rise of the all-powerful methods of Inbound Marketing. The digital marketing industry is no exception. Inbound is a way of thinking about marketing that applies each aspect of a brand’s presence to the journey each potential customer goes on in their buying process. A company using inbound marketing sees each interaction with a lead as a critical opportunity to bring them closer to making a well-informed purchase decision.
Once you have made the wise choice to invest in inbound marketing as a general approach, you will realize that there are many different ways to go about putting that approach into practice. Typically, you will have the options of using an independent marketing contractor, building an internal marketing team, or hiring a marketing agency. How will you know which option is best for your company?
Hiring an Independent Marketing Contractor
Many businesses hire independent marketing contractors who specialize in their particular industries. These contractors are knowledgable and skilled and, if among the best, will provide inbound services with the added value of a very personalized experience. That said, they are still only one person, and that means they naturally have a more limited bandwidth than a full team.
Building an Internal Marketing Team
Well established companies will often have their own marketing departments. If your company has the resources, building an internal department or shifting an already existing marketing department's focus toward inbound methods could be beneficial. Internal marketing teams can provide continuity and long-term growth if the right hires are in place and will be able to feed off company culture by being in constant proximity and communication with the rest of your company. The potential downside is that it will also require you to build up and pay an entire team, take on additional HR resources, and invest in the careers of each hire you make. If you end up needing to make a change, it won't be easy.
Hiring an Inbound Marketing Agency
Stand-alone marketing agencies can work in tandem with an internal marketing department or be used as the sole component of a company’s marketing resources. A good agency will ensure that their clients are equipped with the combined knowledge of a team of experts in their respective subject areas. They won’t be working from scratch, so there will be much less trial and error involved in implementation of their plans than there might be when building up an internal marketing team. Relying on an agency can also be a relief if you aren’t entirely happy with the results your company is seeing because they can adjust their strategy or main contact rather than requiring you to terminate an employee or cancel an agreement.
The most important thing is making sure you are building your marketing efforts up in a way that provides the absolute most value to your company. An inbound agency like Bespoken Management will take the time to understand your company’s needs and provide inbound services with the added value of transparency and personal attention. A good inbound agency will spend time learning about your business and assess the strengths and weakness of your current marketing efforts. They should be able to use that knowledge to integrate your company's passion into your marketing and create a consistent and intentional brand image in every aspect of your web presence.