Prior to founding LimeLight Marketing, I was a Senior Marketing Manager for LEGO® Education North America. Working for the world's #1 ranked brand, and a marketing powerhouse at that, was an exciting venture and I learned a lot through that experience. One valuable insight I gained was understanding why and how a marketing team benefits from working with a marketing agency.
During my career at LEGO, our marketing team grew from a team of 6 to a team of 13. You might think that with a marketing team of that size there wouldn’t be a need for marketing agency support. Yet we found that working with professional agencies was an important part of our marketing plan and that finding agencies that treat you like a partner can feel like an extension of your marketing team.
Here are some of the top 3 reasons I chose to hire marketing agencies as an in-house senior marketing manager.
Reason 1: Agencies provided expertise in specialized areas of marketing
In today’s digital world, there are so many specialized roles in marketing such as social media, website design, development, strategy, creative design, search engine optimization, PPC, and many more.
Few companies are able to hire in-house employees for every role that the company will need. Often times hiring in-house is not the best option because these specialized areas didn’t require a full- or even part-time position.
I found that hiring an agency who had experts who focus in specialized areas every day could be more efficient and effective than trying to handle it in-house.
Reason 2: Agencies helped us scale to fit business needsAs our business grew, so did our marketing needs, but it wasn’t always at a consistent and predictable pace.
There were months that were extremely busy and other months that felt manageable. There were roles that required 5-10 hours a week, but not a full 40.
Working with agency partners allows us to meet business needs in the peak times with added support and capacity. If you can relate to this, you might consider hiring a marketing agency.
Reason 3: Agencies helped us prioritize and focusEach year our leadership team would assess what new roles to hire the following year. Like most growing companies, there were always more requests than the budget would allow, so we were forced to prioritize.
We frequently asked ourselves: is this something we should hire in-house or something we should outsource to an agency.
This exercise allowed us to focus on hiring the right roles at the right times, and using agencies to fill the gaps and maintain focus on all the necessary and opportunistic work. Without an agency, it was easy to de-prioritize and push projects to the back burner simply due to capacity or lack of focus.
What’s right for your business?The reality is - there’s a ton of work to do when marketing a business.
You need time. You need resources. And you need budget to make it all work.
If you find your team strapped to execute all aspects of your marketing plan, you might consider talking to a marketing agency who can be a trusted partner to work as an extension of your marketing team.
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