By Jeremy Koenig | The Case for Hiring a Marketing Agency
Why SMBs with Revenues Under $25M Should Consider Hiring a Marketing Agency Rather Than Paying Big Bucks for a Chief Marketing Officer
Small and medium-sized businesses (SMBs) with revenues under $25M face a critical decision when it comes to their marketing strategy. Should they pay a Chief Marketing Officer (CMO) salary or consider hiring a marketing agency? While the answer may vary based on specific business needs, this article will explore why hiring a marketing agency offers greater benefits.
Here is our list of the top 10 key considerations when choosing between hiring a Marketing Agency and paying a CMO:
1. Access to Marketing Databases for Optimized Advertising
One of the most significant advantages of hiring a marketing agency is access to a vast array of marketing databases. These databases are invaluable for creating targeted, effective advertising campaigns across multiple channels. Unlike a CMO, who may have limited resources and tools at their disposal, a marketing agency can leverage these databases to provide comprehensive market analysis, audience segmentation, and campaign optimization.
These databases encompass a wide range of information, from consumer demographics and purchasing behaviors to industry trends and competitive analysis. This wealth of data allows agencies to craft highly personalized marketing strategies that resonate with specific target audiences, resulting in higher conversion rates and better ROI. For SMBs looking to maximize their marketing budget, the ability to tap into these extensive resources can be a game-changer.
2. Social Media Advertising Expertise: Setup, Optimize, and Scale
Social media platforms like Facebook, Instagram, X (formerly Twitter), and TikTok have become essential channels for reaching and engaging with customers. Hiring a marketing agency brings specialized expertise in setting up, optimizing, and scaling social media advertising campaigns. These agencies have dedicated teams who understand the intricacies of each platform, from ad formats and targeting options to analytics and performance tracking.
Hiring a CMO might not provide the same level of expertise across all these platforms. Agencies, on the other hand, can execute data-driven strategies to increase brand awareness, drive traffic, and generate leads. They continuously monitor and adjust campaigns to ensure optimal performance, allowing SMBs to stay competitive in the ever-changing social media landscape.
3. Search Engine Marketing: Google PPC, Bing PPC, Google Display, and YouTube In-Stream Commercials
Search engine marketing (SEM) is a critical component of a comprehensive marketing strategy. It involves paid advertising on search engines like Google and Bing, as well as display advertising on Google Display Network and YouTube. Full-service marketing agencies specialize in setting up, optimizing, and scaling these campaigns to achieve maximum visibility and conversion rates.
Google PPC (Pay Per Click) and Bing PPC require deep knowledge of keyword research, bid management, ad copywriting, and landing page optimization. Agencies have the tools and expertise to manage these complex tasks effectively. Additionally, Google Display and YouTube advertising involve creating engaging visual content and strategically placing ads to reach the right audience. An agency’s holistic approach ensures that all aspects of SEM work together seamlessly to drive results.
4. LinkedIn Outreach: Sales Navigator and Advertising
LinkedIn is a powerful platform for B2B marketing, providing opportunities for direct outreach and advertising. Sales Navigator is a premium LinkedIn tool that enables businesses to identify and connect with potential leads based on specific criteria. Full-service marketing agencies excel at utilizing Sales Navigator to build and nurture relationships with key decision-makers.
In addition to Sales Navigator, LinkedIn advertising offers a range of ad formats, including sponsored content, message ads, and dynamic ads. Agencies have the expertise to create compelling LinkedIn ads that resonate with a professional audience. They also use advanced targeting options to ensure ads are seen by the most relevant prospects, increasing the likelihood of conversions.
5. Email Communications: Reach New Prospects and Engage Existing Customers
Email marketing remains one of the most effective channels for reaching new prospects and maintaining customer relationships. Full-service marketing agencies offer extensive experience in both email outreach to new prospects and ongoing customer communications. They can manage large-scale email campaigns, targeting tens of thousands of new emails each month.\
Agencies use sophisticated email marketing platforms to segment audiences, personalize messages, and automate campaigns. They also perform A/B testing to optimize subject lines, content, and calls to action. By leveraging these capabilities, agencies can significantly improve open rates, click-through rates, and overall campaign performance, providing SMBs with a steady stream of leads and customer engagement.
6. Connected TV Advertising: Platforms like MNTN (Steaming TV)
Connected TV (CTV) advertising is a rapidly growing channel that allows businesses to reach audiences through streaming services and smart TVs. Platforms like MNTN provide advanced targeting and measurement capabilities, making CTV advertising an attractive option for SMBs. Full-service marketing agencies have the expertise to navigate this emerging landscape and create impactful CTV campaigns.
Agencies understand how to develop engaging video content tailored for CTV, ensuring that ads capture viewers’ attention and drive action. They also utilize data-driven targeting to reach specific demographics, interests, and behaviors. With the ability to track and measure performance in real-time, agencies can continually optimize CTV campaigns to maximize ROI.
7. Customer Data Management: Append, Standardize, and Visualize
Effective marketing relies on accurate, up-to-date data. Full-service marketing agencies excel at database management, including appending, standardization, cleaning and visualization. These processes ensure that marketing databases are comprehensive, consistent, and free of errors, which is crucial for executing successful campaigns.
Data appending involves adding missing information to existing records, enhancing the quality and completeness of the database. Standardization ensures that data is formatted consistently, making it easier to analyze and use. Cleaning removes duplicate, outdated, or incorrect data, improving the overall accuracy and reliability of the database. By maintaining high-quality data, agencies enable SMBs to make informed marketing decisions and achieve better results.
8. Website Design and Development: Lead Generation, Landing Pages, and eCommerce
A well-designed website is the cornerstone of any successful marketing strategy. Full-service marketing agencies offer comprehensive website design and development services, including lead generation, landing pages, and eCommerce solutions. They have the expertise to create websites that are not only visually appealing but also optimized for performance and conversions.
For lead generation, agencies design websites with clear calls to action, intuitive navigation, and engaging content that encourages visitors to take action. Landing pages are crafted to align with specific marketing campaigns, providing a seamless user experience that drives conversions. For eCommerce businesses, agencies develop robust online stores using platforms like WordPress and Shopify, ensuring that every aspect of the customer journey is optimized for sales.
9. Brand Creation: Logo, Tagline, Value Prop, and Style Guide
Building a strong brand is essential for standing out in a crowded market. Full-service marketing agencies specialize in brand creation, helping SMBs develop a cohesive brand identity that resonates with their target audience. This includes designing a memorable logo, crafting a compelling tagline, defining a unique value proposition, and creating a comprehensive style guide.
A well-defined brand identity provides a foundation for all marketing efforts, ensuring consistency across all channels and touchpoints. Agencies work closely with SMBs to understand their unique strengths and market positioning, translating these insights into a brand that reflects their values and vision. By establishing a strong brand, SMBs can build trust and loyalty among their customers, driving long-term success.
10. CRM Support: Setup, Integration, and Cultivation (Like Hubspot)
Customer Relationship Management (CRM) systems are vital for managing interactions with customers and prospects. Full-service marketing agencies offer CRM support, including setup, integration, and cultivation. They have experience with leading CRM platforms like HubSpot, ensuring that SMBs can effectively manage their customer data and marketing activities.
Agencies assist with the initial setup and configuration of the CRM, tailoring it to the specific needs of the business. They also handle integration with other marketing tools and platforms, creating a seamless workflow that enhances efficiency and effectiveness. Ongoing cultivation involves regular maintenance, data updates, and optimization to ensure that the CRM continues to deliver value. With expert CRM support, SMBs can improve customer engagement, streamline processes, and drive growth.
Conclusion: For SMBs… Hiring a Marketing Agency is a No Brainer
For SMBs with revenues under $25M, hiring a marketing agency over a Chief Marketing Officer can offer substantial benefits. From access to proprietary marketing databases and expertise in social media and search engine advertising to comprehensive website development, brand creation, and CRM support, agencies provide a wide range of services that drive results. By leveraging the specialized skills and resources of a full-service marketing agency, SMBs can achieve their marketing goals more effectively and efficiently, positioning themselves for long-term success in a competitive market.
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24 years. 6000 customers. Giant Partners is America’s #1 data driven marketing agency. We accelerate campaign performance with custom audience data, brand management, website development, CRM integration, email marketing, and omni-channel advertising.
