This article originally appeared in Forbes.
As a marketing agency owner, nothing hurts worse than seeing your main champion at a client lose their job. This is usually a manager, director or vice president, but during economic turndowns, it can even be the CMO.
An agency’s job is to help support these roles within their company and make their marketing team more efficient.
The difficult part of the puzzle can be knowing whether these companies seek agencies as a result of their full-time teams shrinking or to make their already small team more efficient.
The bright side is that these are both smart solutions for those needing to increase marketing output without increasing staff.
The economic roller coaster we’re riding isn’t just affecting the way we do business—it’s shaking up the whole marketing landscape. In particular, it’s causing a lot of small- to medium-size businesses to rethink the structure of their marketing teams.
With cost-cutting high on the agenda, businesses are looking at leaner, more cost-effective ways to get their marketing done. That’s where outsourcing comes in.
The Evolution Of Marketing Teams
Marketing is a huge field, covering everything from content creation to market research, digital marketing and a whole lot more.
As a business expands, so do its marketing needs, often leading to the creation of large in-house teams. But with the current economic climate, sustaining these large teams is becoming harder.
Smart businesses know that when the economy turns down, marketing needs to turn up—to capitalize on the opportunity and gain market share.
Businesses are having to rethink their marketing team structures and sizes. Many are trimming down their full-time staff, and sadly, marketing departments are often hit the hardest.
But this doesn’t mean marketing has to take a back seat—quite the opposite, in fact. Now’s the time to get innovative and strategic and to look ahead by considering working with external agencies.
The Decision To Outsource
Outsourcing isn’t a new kid on the block. Businesses have been delegating tasks like IT, HR and customer service for years.
But, outsourcing marketing tasks? MaaS (marketing as a service) is a term we are hearing more often and it’s something that’s been gaining momentum.
And the reason is pretty simple: It lets businesses do more with less. Here’s how.
Working with an agency can be a lot cheaper than keeping an in-house team. They work on a project or retainer basis, meaning you only pay for what you need. That cuts out the overhead that comes with full-time employees.
Access Top Talent
Specialized marketing agencies have teams filled with experts in their fields. When you outsource, you get to tap into this pool of knowledge and stay ahead of the latest trends.
Agencies let you scale your marketing efforts up or down, depending on your needs. In today’s unpredictable market, this flexibility is priceless.
When you outsource routine and specialized marketing tasks, your in-house team can focus on core strategic activities. This can lead to a boost in productivity and ensure that crucial business functions get the attention they deserve.
Get Fresh Ideas
An external agency can provide a fresh, unbiased view of your marketing strategy. This can be incredibly valuable in spotting new opportunities and improving existing campaigns.
Navigating The Technical And Content Complexity In Marketing
Marketing has become more technical and diverse than ever before. We’ve moved past the days of simple ads and catchy slogans.
Now, we’re talking about data-driven strategies, digital platforms, SEO, AI, and the list keeps growing. Also, with the rise of various channels like websites, social media, podcasts, videos and virtual events, the types of content we need to produce have increased exponentially.
Each channel needs its own type of content, tailored to its platform and audience. Clearly, this evolution requires a broad set of skills that can be quite daunting to house within a leaner marketing team.
Here are ways outsourcing to an agency can help alleviate these pains:
Access to Diverse Skills and Expertise
By collaborating with external agencies, you essentially gain an extended team of experts who can help you navigate the complexities of modern marketing.
Digital Marketing Mastery
Digital marketing agencies live and breathe digital marketing, staying on top of the latest trends, algorithms and best practices. With their help, you can ensure your marketing strategy is data-driven and optimized for the digital landscape.
Quality Content Creation
With the rise of diverse channels, creating high-quality, tailored content for each platform can be a challenge. Whether you need compelling blog posts, dynamic videos or interactive webinars, content creation agencies specialize in producing engaging, platform-centric content that resonates with a specific audience.
Flexibility to Scale
One of the biggest advantages of outsourcing is the flexibility it offers. You can easily scale your marketing efforts up or down based on your needs. This is particularly valuable with today’s fast-paced, ever-changing market conditions.
Strategic Cost Management
While outsourcing does involve costs, it’s often more economical than maintaining a full-scale in-house team. You save on overheads associated with full-time employees, and you only pay for the services you need. In this way, outsourcing is not just a cost-saving measure but a strategic decision that allows you to allocate your resources more effectively.
The Future Of Marketing Team Efficiency
This strategic shift toward leaner, more adaptable marketing models is not merely a response to economic pressures. It’s a forward-thinking move that aligns with the dynamic, digital and globalized nature of today’s business environment. It’s about doing more with less, optimizing resources and staying agile in the face of change.
So, remember this: Downsizing your marketing team doesn’t mean you have to compromise on your marketing efforts. By partnering with specialized agencies, you can continue to drive growth, enhance brand value and achieve your business objectives, even with a smaller in-house team.
Marketing today must be leaner, smarter and more efficient. So, are you ready to embrace it?
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