Marketing Strategies and Campaigns

An in-house effort or an outsourced solution?

Jeremy Rodgers
Nov 8, 2018 · 5 min read

First Published: 8 November 2018

Updated 21 January 2020

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An important question worth careful consideration. If you do decide to seek outside hands, check that you are in-sync over key matters. If you decide to do an in-house job, ensure your team has the work hours needed to do your product/service — and your brand — justice.

matter how hard you work or how efficient you are, there’s only so much time you can put into your current project, next big innovation, or new product. Like many of us, you likely find yourself trying to squeeze 40 hours of work into every 24-hour day. Rather than taking each task as it comes, it’s important to think about how you can best utilise your time and how best to use your work hours. Do you want to pass the hours figuring out the minutiae of your marketing strategy, your online content, and your social media campaign? Or, should (and would) you rather be focusing on what you’re really passionate about? You have a unique skill set; outsourcing your marketing will likely afford you more time to stretch your creative muscles and put those skills to work where they matter most.

In-house strategies

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A good measure is to consider which is a more crucial asset at this point: your time or your money, and let your answer help guide your decision.

It’s understandable: the idea of forking out portions of the budget for marketing is tough and seems unjustified at first. More often than not, it’s a question of either time or money — and time usually wins out, with marketing being squeezed somewhere into the tight schedules and responsibilities of managers and executives. Consider, though, what you can lose when choosing to DIY your marketing strategy. While saving in the short term, you spend a considerable time investment when you choose to do it in-house. Time is a precious commodity as well: arguably more so since it cannot be replenished unlike like the bank account. Furthermore, you risk making costly mistakes that can set you back and hinder your innovative product/ service reaching its target market on time. It’s not an unheard of situation, and it has been known to end up being more costly than hiring a strategy manager and campaign organiser from the get-go: ‘repair work marketing’ versus building a campaign from the ground up. One is ideal, the other isn’t (and it’s a tricky fix even for veteran marketers). It pays to weigh up the benefits of dedicating your productivity to other key business areas when you hire the skills of a marketing agency for part or all of your marketing campaign from the outset.

Remember the old adage: time is money. Well, it works the other way as well. The time you spend on marketing is time taken away from potential leads and sales (and their money gains too) as well as other key functions and operations. Sourcing a reputable marketing agency and bringing them on board may begin to seem like a better use of time (and funds). A good method to weigh up and base decisions on is to ask of yourself and your team: ‘do we have the necessary experience and expertise — as well as time availability — to effectively carry this out?’ If the answer is yes, you’re in luck; if there is the slightest of hesitation, then carefully consider the next decision you make.

Extra eyes plus outside eyes

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The viewpoint of an outside expert gives the benefit of assessing actual performance and its alignment with targets and goals from an external standing (without getting too bogged down in the details).

Perhaps you’re considering doing your own marketing because you know your business better than anyone else. However, that’s exactly why you should bring in outside eyes to contribute to your marketing campaign (bear with me here). When you’re involved in the creation, development, and daily running of your business, you somewhat lose holistic and objective oversight. As well as conducting independent research, a marketing agency can view your organisation from exactly this outside standpoint, including how it is viewed by your target market and keep the strategy in-line with reality. They can then use these insights to better position your product in front of the right people.

Marketing is a field that’s constantly changing, and unless you work in the arena full-time, it’s a struggle to keep up. If other businesses in your field are trusting their marketing strategies to the pros while you are trying to tackle it on your own, you could be losing out on potential customers, clients, and partnerships.

Not only do marketing agencies know what to do, they know the “why” of every marketing tactic and strategy. You may see other brands utilising certain platforms, and then jump right in with hashtags, posts, and witty updates. But, is this strategy specifically growing your community and helping your online presence i.e. have you made a carefully considered decision based on core principles or — rather — have you simply been swayed by the crowd?

See also:

Crafting your marketing campaign

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Each product is unique and every campaign to get it to market is too: so should yours be. Anything less than this is to do your innovation and offering a disservice.

Building a successful marketing campaign is a lot like spinning plates. While you have to keep a close eye on every aspect of your campaign, you can’t let one task get you distracted to the point that the others begin to wobble as they lose momentum. From budgeting and setting realistic goals, to discovering which strategies work best for your industry and market; everything has to fit right into place to yield the best outcomes for your business. There’s a lot of tweaking, analysis, and further adjustments that happen, and it’s essential to consider whether your organisation has the internal resources to devote the necessary time to these tasks. After all, strong branding and a position-built on solid strategies with powerful traffic-driving campaigns lead to growth. If your team is tied up with marketing, its upkeep, and maintenance, that may spell problems of scalability down the line.

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A dedicated marketing team will be with you from initial strategy creation right through to to the end result; the right partnership between brand and agency may last years and even the entire life cycle of your product.

There are many ways that outsourced talent can help your business thrive. Whether they work alongside your in-house marketing team, take charge of specific tasks, or handle the entire campaign, they can help with everything from initial planning and strategising, to implementation and development, right through to oversight, analysis, and maintenance.

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Jeremy Rodgers

Written by

Ex-linguist, former pint-puller, attempted crypto-investor—read my accounts of things ventured and my endeavours in narrative to make sense of the nonsensical.

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For people who prefer to socialise via social media through (the medium of) writing; because language is key to healthy communication. Linguakey is an open publication for anyone interested in sharing their stories. Email hello@linguakey.co to be added to the publication.

Jeremy Rodgers

Written by

Ex-linguist, former pint-puller, attempted crypto-investor—read my accounts of things ventured and my endeavours in narrative to make sense of the nonsensical.

An open space for the inspired to share their thoughts and stories with like-minded people in the community.

For people who prefer to socialise via social media through (the medium of) writing; because language is key to healthy communication. Linguakey is an open publication for anyone interested in sharing their stories. Email hello@linguakey.co to be added to the publication.

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