inbound marketing in house agency

7/30/2019 Inbound Marketing in House Agency

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Inbound Marketing: In-Housevs. Agency

John Bonini

Marketing Director

@bonini84

Written by

As the Marketing Director at IMPACT Branding & Design, John oversees the companysentire lead generation and branding strategy, utilizing blogging, premium content cre-ation, social media marketing, search engine optimization and video marketing in orderto help grow the company and expand its reach.

-

In addition to his work at IMPACT, John has also been interviewed and featured in sever-al industry leading publications, including the Wall Street Journals SmartMoney, Market-Watch, as well as the HubSpot blog.
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Doing Inbound Marketing In-House or Hiring an Agency .....................................5

Strategic Planning: Do it myself...or Hire a Marketing Agency?.........................14

Do You Have the Time Needed for Inbound Marketing? .....................................21

Skills Needed to Perform Inbound Marketing........................................................30

Staying Current With the Rapidly Changing Inbound Marketing Industry.......34

Is It Cheaper to Do Inbound marketing Mysef or Hire an Agency.....................37

In-house vs Agency...Who Delivers More?.............................................................43

In-house vs Agency: Making Your Case.................................................................48

Contents


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DOING INBOUNDMARKETING IN-HOUSEOR HIRING AN AGENCY


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Inbound Marketing: In-Housevs. AgencyBy comparing the common experience between in-house

teams and marketing agencies in the following 6 areas, youllhave a much clearer direction moving forward on which isright for your company:

How the following processes for executing a successfulinbound marketing campaign differ depends on whether

youre relying on an in-house team or a professional agency.


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Inbound Marketing: In-Housevs. AgencyStaying Current in the Rapidly

Changing IndustryOne of the most challenging aspects of marketing in the digital and online age is

keeping up with the most current industry changes and trends.

Everything from shifting buying behaviors, new social media platforms, changes insearch algorithms, and available new software can make a huge difference in thesuccess of your campaign.


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STRATEGIC PLANNING:DO IT MYSELFOR HIRE A

MARKETING AGENCY?


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This includes:

Analysis of your current marketing and brand

Turning your business goals into marketing goals

Performing a thorough competitive analysis

Creating detailed buyer personas

Performing an initial keyword analysis

Optimizing your website and setting up your campaign

Connecting your marketing and CRM

Creating content that attracts your target audience

Implementing and optimizing your lead generation strategy

Managing your leads and your sales and marketing funnel

Understanding your results

Improving your results over time and achieving your goals


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No recent college graduates here. Dependingon how aggressive your marketing goals are,

with extensive knowledge of the inboundmarketing process that can facilitate the entire

Because inbound marketing is still so new,the agencies are really the ones who are wellahead of the curve in setting the industrystandard for best practices and results.Theres no room for error here, so its criticalthat the right person is hired to be atthe helm.

This will be a challenge, as unlike agencies,employee resumes dont come with casestudies, so theres limited resources availableto ascertain whether or not a certain candidatecan handle the considerable responsibilityof achieving your business goals andexperiencing an ROI from inbound marketing.
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This has an immeasurable impact onyour campaign, as youll get muchmore from your marketing budget,and also shorten your sales process

prospects. This is only possible witha clear, detailed, and powerful plan

for executing your campaign.

Research is key here, as anyinbound marketing agency worthits weight will have case studies inorder to prove their value. Therefore

marketing superstar to hire in-houseto oversee your marketing efforts.
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DO YOU HAVE THE TIMENEEDED FOR INBOUND

MARKETING?


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Welldepending on how aggressive yourbusiness goals are will determine thekind of commitment required to achievethem. In other words, the amount of timeand resources needed to execute yourcampaign will fluctuate depending on whatexactly youre trying to accomplish.

SO SET CLEAR AND MEASURABLEBUSINESS GOALS and ask yourself,Do I currently have the time and resourcesavailable to achieve them?

So what does this all mean?


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Aside from the entire planning and development stages of

launching your campaign, an inbound marketing campaign

typically performs the following tasks on a daily basis:

Monitor Dashboards Log in to HubSpot (or Google analytics) and

you to stay on course and address problems quickly.

Marketing Team Meeting Quickly review short-term goals and get astatus report.

Blogging Refers to publishing content on a daily basis as well as

calendar. The more consistent your content, the more visitors and leads youllgenerate.

Social Monitoring Using tools like HubSpot, Google Alerts, or HootSuite,scan social media for brand mentions.

Social Engagement Engage your social media followings withretweets, replies, and leave comments on other industry blogs. Respond to allbrand mentions and be sure to answer all questions.

Share New Content Via social media, and be sure to establish mutualrelationships with everyone who shares your content.

Moving Projects Forward Whether its continuing work on a draft for

an upcoming ebook, scheduling an email to promote a new service offering, orredesigning your pricing page, plan and execute the next steps.
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AgencyHiring an inbound marketing agency allows businesses to reallocate their time andresources to focus more on the day-to-day operations of running their business.When considering hiring an agency, its important to evaluate the potential return oninvestment from doing so compared to going it alone.

Based on your business goals, how quickly with the time and resources you currentlyhave available will you see a return on investment?

Due to most companies marketing budgets, most in-house marketing staffs are limitedin their skills and expertise; therefore it can actually take longer to experience an ROI.

An inbound marketing agency

contains experts in the following:


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Instead, you can reallocate that time and spend it talking with your partner agency,working with designers and content writers to ensure your knowledge and expertise ofthe industry is translated to all parts of your marketing.

You have to ask yourself which is more valuableworking tirelessly with a limited staffto perform all the tasks necessary, or partner with an agency where you work withexperts in marketing, graphic design, and content creation to implement their industryknowledge and expertise with inbound marketing best practices to your campaign.

Theres also no training involved whenyoure working with an agency, as theypossess the expertise necessary to hitthe ground running with your campaign.


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Download

Inbound Marketing ChecklistQuickly identify what youre missing in your inbound

marketing campaign.
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SKILLS NEEDED TOPERFORM INBOUND

MARKETING


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Its often said that inbound marketing is not a one time thing; not simply a set it andforget it method of marketing your business.

I mean it very well could be; that all depends on how serious you are about achieving

your business goals. For companies who view their business goals as critical totheir survival and success, inbound marketing is an ongoing process in order to keepcampaigns strong and performing on a daily, monthly, and weekly basis.

This requires a great deal of skill and expertise, as inbound marketing is a full-serviceapproach.

Along with marketing savvy, time management, and organizational

skills, the following are the skills needed in order to execute a successfulinbound marketing campaign:

Sales

Account Management

Project Management

Graphic Design & Web Programming

Analytical Skills

Content Creation

buyers often delivers an ROI quicker than your typical

one time marketing initiatives.
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In-House

In-house marketers can be a strong assetwhen it comes to the strategic development

of a marketing campaign. You may evenhire one with a business background,perhaps even an MBA.

While they may have a strong skill setwhen it comes to developing a marketingplan, when it comes time to redesign yourwebsite to be optimized for lead generation,

or create landing pages and calls-to-action, or develop a content marketing andsocial media strategy targeting your uniquebuyer personas, they may be in over theirheads.

This doesnt mean an in-house marketingdirector is a bad idea, but rather that inorder to complete the daily, weekly, and

monthly tasks necessary to execute astrong inbound marketing campaign, youllneed to hire several other professionals inorder to cover your needs. At that point, it

the experts needed for inbound marketingthan to partner with an agency that alreadyhas experience helping businesses grow

and achieve their business goals.
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STAYING CURRENT WITHTHE RAPIDLY CHANGING

INBOUND MARKETING

INDUSTRY


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In-HouseWhen it comes to keeping up withindustry changes and trends, in-housemarketing teams may have verylittle understanding of whats goingon outside of your company and itswebsite.

This isnt uncommon, as the natureof in-house marketers is to be fullyinvested in the everyday duties ofexecuting the campaign, from individualtasks to analysis. Therefore, its oftennot high priority to read related industry

news, blogs, or keep up with new trendsas the make their way to the forefront.

They simply dont have the time.

AgencyA successful inbound marketing ageis one that is constantly ahead of thecurve when it comes to industry tren

and changes.

Its the nature of the job, as agenciesare often working with a large volumeof clients, all in varying industries witdifferent needs and goals. Becauseof this, agencies have a much greateunderstanding of the tools, software,

and industry changes that will or areaffecting its clients.

Theyre also more privy to the changein search engine algorithms, ensuringyour campaign has best practicesimplemented in order to rank high insearch engines and more importantlstay there.

Because an agency helps each clientcreate unique, detailed buyer personathey know who your audience is. Notonly that, but they also know the bestools and methods for speaking tothem.

An agency also provides an objective

view on your marketing, and can ofteidentify areas that need improvemen and the tools that will help quickthan you can. This is due to experienfor what works with other clients as was their extensive knowledge using ttools and software available.
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IS IT CHEAPER TO DOINBOUND MARKETINGMYSELF OR HIRE AN

AGENCY?


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Implementing the inbound marketing methodology to your campaign sounds great andall, but it all boils down to one thing; cost.

What is it going to cost me?

As discussed earlier, it all comes down to how aggressive your business goals are andwhat youre expecting in terms of return on investment. An inbound marketing agency isjust that, an investment.

Rather than viewing it as a cost, either for your in-house team or an agency partner,consider everything that goes into building a successful campaign:

Rather than a one time, set it and forget it type approach that so many marketing

strategies and agencies offer, the inbound marketing methodology is a full-service,

business.
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INBOUND MARKETING ROI:IN-HOUSE VS. AGENCYWHO

DELIVERS MORE?


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Get an inside look at how we strategize winningcampaigns for our clients.

Download
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The value of any marketing decision or venture boils down to one thing only; return oninvestment.

Is the time and resources youre putting into inbound marketing delivering results and

helping you achieve your business goals?

The biggest factor in how fast or slow youll experience an ROI is the consistency inwhich youre creating content on a regular basis. Content feeds the entire machine and

leads.

Obviously the more resources you put into inbound marketing, the more youll get out ofit. However, as previously mentioned theres a lot that goes into executing a successfulinbound marketing campaign. From planning and development, to the completion ofdaily, weekly, and monthly tasks, to tracking and measuring your analytics to identify

approach in these areas will ensure a more timely, sizable return on investment.

Experience is key here, as knowing and understanding the vast amount of marketingdata available is a full-time job in itself, and having the know-how to navigate andunderstand analytics will achieve results faster.
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In-HouseAs previously mentioned, the biggest contributing factor for seeing a positive ROI

from your inbound marketing campaign is the quality and consistency of the workyoure putting into it. Having the necessary experience is critical in getting resultsand achieving your business goals. Inbound marketing is relatively new, so it can be a

This isnt to say that you wont see an ROI from an in-house marketing team, however,its important to know and understand the limitations of a smaller team in regards to theROI you expect.

If you dont have the resources to hiredesigners or developers, theyll also have tooutsource work to design agencies in orderto complete projects such as:

An in-House team will work tirelessly inthe development and execution of thefollowing strategies:

Often times outsourcing project work can result in delays, missed deadlines, and aback-and-forth type relationship due to unfamiliarity with your company and brand.All of this will affect the timeliness and size of your return on investment.


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An agency is also equippedwith advanced analytical

software like HubSpot and this means yourmarketing campaign istracked and measured usingthis same software.

Youll have full access tothese analytical tools as well,

which makes calculating yourROI easy to do.

Most importantly, becauseof the unique access andunderstanding of yourmarketing analytics, andagency will be able to tie everysingle lead, customer, and

dollar back to the marketinginitiative that created them.

Commonly referred to asclosed-loop reporting, theressimply no more effective wayof ensuring an ROI.
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IN-HOUSE VS. AGENCY:MAKING YOUR CASE


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So youve reached the decision process.

Do I keep my marketing in-house, or hire an agencyto help execute my inbound marketing campaign?

Which will offer greater value, and ultimately, help

Use the following questions as a barometer tohelp make your decision. After all, its a critically

important one.


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How aggressive are your goals?The most important aspect of any inbound

goals. What are you hoping to achievethrough your campaign? Are you looking formoderate revenue growth of 10-15% in theyear; or are your goals to aggressively growyour revenue by 25% or more in that sametime frame?

The aggressiveness of your goals shouldbe a crucial factor in deciding on tacklingyour inbound campaign in-house orthrough an agency, since it will influencethe resources required for success. Smallor moderate goals may be attainable with asizeable marketing team that understandsthe inbound marketing process, whereasaggressive goals will require specializedindividuals with an extensive knowledge ofinbound marketing.

Dont let your in-house resources determineyour goals. Objectively determine whatyour business wants to achieve, and thendecide if you can reasonably attain thosegoals with your in-house resources. If you

inbound campaign, keep in mind that aninbound marketing agency will work with

your business.


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Do you have the personnel available to

execute a campaign to meet those goals?

Once you have decided on how aggressive your goals are, you will need to see if youhave the staff available to meet those goals. Keep in mind that for an effective inboundmarketing campaign you will need marketers, designers, developers, andcontent writers.

If your team is lacking expertise in any of those areas, your campaign will be very

unlikely to meet its goals. It would be unreasonable to expect one or two people tomanage all of those responsibilities, even if they miraculously have a background in all

specially trained in all four areas, and could save your marketing staff a few headaches.If not, do you have the marketing budget to hire marketers, designers, developers, andcontent writers?


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Does your company have the time and

resources to execute the campaignthemselves?

Even if you have the employees in place to manage an inbound campaign, do theyhave the time to balance the campaign with day-to-day operations? At a minimum yourteam will need to post 3 blogs per week, consistently engage in and update all of yoursocial media outlets, create new offers and matching landing pages, perform keywordanalyses, and monitor SEO. And that is only if you are looking to achievemoderate goals.

There are various types of software available to assist you in this process, but does your

company have access to this software? More importantly, are your employees trained touse it? Any inbound marketing agency worth their salt will have employees versed in the


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Can you objectively identify how toimprove your marketing?You know that your company needs to generatemore leads for you business, but do you know whatyou need to do to generate more leads? It can be

brainstorming ways to improve your marketingefforts, since this is what you are constantly exposed

to take a step back and thoroughly examine yourmarketing efforts.

to have somebody on the outside take a look at yourmarketing efforts. An agency can help to provideyou with a clear vision of the big picture, and canwork with you to improve your processes. A goodmarketing agency will provide you with a customized

solutions, and set forth a plan of action.


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59Inbound Marketing: In-House

vs. Agency

Learn, Follow, Connect, Share

Need Help?

For more helpful ebooks visithttp://www.impactbnd.com/marketing-resources/

Request a consultation to learn howIMPACT can help

GET STARTEDIMPACT Branding & Design is an

inbound marketing agency thatspecializes in all of the services listedabove
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inbound marketing in house agency

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