It’s a common practice for small businesses to bring their marketing efforts in-house. After all, why pay outside agency fees for services you can do yourself with just a little extra time and effort? Unfortunately, though, many businesses don’t fully realize the time, energy, and hidden expenses that even simple marketing projects can involve. For businesses with limited resources, in fact, it can actually cost more to manage these activities in-house than to hire a professional marketer.
Marketing is an ongoing activity (like accounting), and not a one-time project. A professional marketer doesn’t just add gloss to a brochure or polish to a sales pitch; they ensure that every component of your marketing strategy – from market research to distribution – is integrated into a strong, consistent program that reaches your target audience and reinforces your brand image. Having a professional handle such an integral part of your business not only saves money by getting the work done efficiently and accurately, but also yields a much higher return on your investment.
Expanding your resources.
Marketers provide specialized skills and expertise that your internal team may not have (for instance, while some of your employees may be familiar with HTML/CSS or Adobe Suite, chances are a professional website designer will probably offer a better end product that will fulfill your online marketing goals). Hiring an outside consultant saves the energy and expense of training your staff for special initiatives, and fortifies your campaigns with experts who can dedicate their full time to the project. What’s more, through its professional network, a marketing team can give your business access to wide range of software, PR channels, printers, and other resources – which means that you’ll have a goldmine of tools and fresh ideas readily available when you need them.
Professional marketers work with a strategic approach, streamlined by experience. They already know what questions to ask, which channels to use, and which processes to follow to ensure that you get the biggest financial return for your marketing investment –which means that you don’t have to waste time and effort struggling through unfamiliar territory. And in the meantime, that leaves your employees free to concentrate fully on their primary roles in your company.
Lowering your overhead.
Believe it or not, it may cost less to hire a professional marketer (or even a team) than another full-time employee. Acquiring new personnel involves hidden expenses, including benefits, office space, tools and equipment, travel, or even software licensing – and there’s always the risk of their leaving before the project is complete. Plus, even with the right skills, it’s important to consider the quality of work your new employee could produce with the in-house resources you provide. Will it convey the degree of professionalism you want to reflect on your business?
You wouldn’t hire a plumber to fix your roof. By the same token, marketers know their trade, and they can provide you with effective tools that your front desk person simply can’t. While it may seem more cost-effective to avoid paying professional fees, it can be a smart investment to lower your expenses in the long run.
At Pulse Marketing Agency, we work with all sizes of business, from start-ups to well established brands. If you’re considering working with a professional marketing firm for the first time, come talk to us! Your first 30-minute consultation is free.