In-house vs. outsourcing digital marketing—it’s a question many companies are mulling over as the digital space becomes more saturated and nuanced. Both strategies come with advantages and drawbacks, and the right choice depends on various factors. This decision affects not only the overall effectiveness of campaigns but also the operational efficiency and bottom line of your business.
In this article, we’ll explore the key differences between relying on an in-house team or an external professional agency to create and execute your business’ marketing efforts.
Defining In-House and Outsourced
Before diving into the specifics of each strategy, it’s important to be clear on their definitions.
In-House Digital Marketing
As the name implies, in-house digital marketing involves managing marketing campaigns internally with a dedicated team. This approach can either draw from an existing pool of talent within your company or hire professionals to work exclusively for you. Because they’re part of your organization and are under your payroll, they are responsible for every aspect of your marketing—from content creation to strategy and execution.
Outsourced Digital Marketing
What is outsourced marketing? This approach involves hiring an external agency or team. Businesses employ these experts to handle specific marketing tasks or entire campaigns on their behalf. Digital marketing agencies like Eastvantage provide a full range of services, including SEO, social media management, and branding and creatives.
Advantages of In-House Marketing
So, how do you know whether in-house vs. outsourcing digital marketing is the best approach for your business? Having an in-house team is ideal when:
1. You Require Full Control Over Brand Messaging
An in-house team is already deeply integrated into your company’s branding and culture. They have a full and accurate picture of how your brand should be represented online, which saves you time and effort from having to align with an external team. This approach minimizes any potential misunderstandings or misinterpretations regarding brand messaging.
2. You Prefer Better Collaboration and Alignment
With an in-house approach, you reduce the unnecessary back and forth between your business and an external team. Internal teams often have better collaboration and communication because of their proximity and the terms of their employment. Staff are encouraged to share ideas freely and iron out details to create more creative and cohesive marketing campaigns.
3. You Need Immediate Execution
Companies that require quick execution and turnaround for marketing initiatives benefit from having an internal team that is readily available. When your employees are a few desks away, it’s easier to make fast decisions and adjust campaigns without the struggle of scheduling alignment meetings or appointments.
4. You Want to Build Long-Term, Internal Expertise
Some businesses prioritize nurturing in-house talent. By providing employees with the right resources and growth opportunities, these individuals can become expert marketers who are completely dedicated to your company. This can become a great competitive advantage.
Advantages of Outsourced Marketing
While in-house marketing has its own merits, outsourcing often emerges as the more viable option. Here’s when outsourcing is the more strategic move:
1. You Need Specialized Expertise
Digital marketing covers many areas, including SEO, PPC, content marketing, social media, and more. It’s challenging for one person or a small team to be knowledgeable about every area. Outsourcing allows you to leverage specialized expertise that is difficult to match internally.
2. You Want Cost Efficiency
One of the most crucial considerations in in-house vs. outsourcing marketing is the cost. It may seem like hiring an external agency is more expensive than building a full-time internal marketing team. The reality is quite the opposite. In-house teams may incur higher long-term costs because you need to spend on recruitment, training, salaries, and benefits. On top of that, it may be difficult to find qualified employees in the first place, even if you have the budget. That’s why it’s usually more affordable and easier to purchase outsourced marketing solutions from an external agency. These services often come in comprehensive packages, and they can be tailored according to your marketing goals. In the end, you get more value for your money.
3. You’re Looking to Scale Quickly
You also have to consider the scope and scale of your marketing campaigns, as well as future business growth plans. If your in-house team has in-depth experience and can adapt no matter how extensive your marketing is, that’s impressive. But if you don’t have the resources to handle recruitment and training in the long run, it’s best to work with a professional agency. Professional agencies are agile and are likely to have long-term partnerships with other companies. The proven experience of an external marketing team ensures that they can grow with your business, too.
4. You Need Fresh Perspectives
In-house teams may become too caught up in the company’s culture and branding. They may struggle to spot what works and what doesn’t, settling only for what’s comfortable and familiar. Outsourcing brings fresh perspectives and innovative ideas to the table. Since a professional agency has worked with many clients and understands industry best practices, they are able to push the envelope.
5. You Need Access to Advanced Tools and Technologies
Digital marketing is constantly evolving, and not all businesses have the resources to invest in new tools and platforms. Outsourcing partners like Eastvantage already use cutting-edge marketing tools to ensure that clients benefit from the most advanced techniques without the extra investment from their side.
6. You Want to Focus on Core Business Functions
How much control do you wish to have over your marketing efforts? Do you want to be more hands-on or prefer the experts to spearhead everything? Some business owners want to focus on core business functions and trust their teams enough to handle the marketing side. In-house marketing provides direct oversight over all campaigns, while outsourcing requires relinquishing some control over to the external agency. At the heart of the debate between in-house vs. outsourcing digital marketing is whether you want to do the marketing work yourself or focus on running your business instead.
Leverage the Expertise of an External Marketing Agency
Ultimately, it all boils down to this: which option will yield a higher ROI in your marketing, a full-time in-house marketing team or an agency with a proven track record? While it’s apparent that the benefits of outsourcing digital marketing far outweigh those of in-house, your decision will still depend on your business’ needs, goals, and circumstances.
At Eastvantage, we take the guesswork out of digital marketing so that our clients can focus on what they do best—running and growing their businesses. By partnering with us, you get the most out of your marketing dollars and achieve the results you expect from a professional and experienced team.
Contact us today to learn more about our services.