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What kind of online marketing is right for you?

“When in doubt about the direction your company is going, advertise. If you want success, make sure you are promoting your business.”  

These are words you might hear from any marketing professor. It's wise advice, but how do you go about implementing an effective marketing campaign? Do you hire an in-house team of marketers or request services from an independent contractor or go all in with a bonafide marketing agency? Let’s talk about the pros and cons of each one.

In-House Marketing
Pros: Hiring an in-house marketing team can be very useful, especially if your company is a large business over 150 employees. If you can afford to have an onsite marketing team, they can be 100 % dedicated to your business. They know the company’s culture, products and SOP’s.
Cons: Having an in-house marketing team is an expensive investment. Hiring and training take money and time. Also, your company will need to take care of benefit packages, payroll taxes, and other HR/employee issues. It takes money to get the right team assembled, and the right software purchased to make your team productive. Be prepared; this can be an expensive venture.

Independent Marketing Contractor
Pros: Independent contractors work from job to job and often learn as they go. They can become valued advisors and can help you with a very personal approach. They are usually easier to “fire” and get out of their agreements.
Cons: They can be limited in their scope of knowledge and tools. Often they are DIY weekend warriors who have decided to make some money. Hiring a friend or relative because they say they know how to build a website or do SEO for you is not a practical option and will end up hurting your rankings more than it helps. You may need to hire more than one independent contractor to get your project finished. There are risks associated with hiring an independent contractor. Personal problems can arise, and you will likely spend time managing them to get consistent quality. Independent marketing contractors often lack organization and dedication to your project to deliver excellent results.

Marketing Agency
Pros: A great marketing agency will have the know-how to get your marketing campaign the way you want it. They have made the right hires for you and have been around the block, and they know what works and what doesn’t. They can save you money. They have the tools, software, and automation to be cost-effective and have the industries best practices mastered.   
Cons: If you have picked a good marketing agency you are not their only client. Communication and service may suffer compared to an in-house team.

If you are a small to medium-sized company (less than 150 employees) the right choice is to hire a marketing agency. They have the perfect mix of quality and price.  The in-house marketing team costs too much, and the independent contractor may not have the scale to be able to help you get what you want. A marketing agency can quickly and cost-effectively produce quality marketing for your business because they have the right tools, people, and experience.  


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