Many companies gamble by outsourcing their brand to external agencies. It seems logical—let the experts handle it, right? However, while agencies have their strengths, relying on them exclusively can backfire. A better solution is to have an internal marketer who works with your external agency and invest in their growth through marketing coaching services.
The limitations of your agency
Your agency can’t grasp the nuances of your company culture, offerings and customer expectations that are crucial for creating impactful marketing materials. This lack of insider knowledge often leads to generic content, misaligned goals, and communication breakdowns, leaving your brand struggling to stand out in the crowded marketplace.
Agencies, even with the best intentions, often struggle to capture the unique essence of your brand. Think of them as tourists visiting your company for a brief stay – they snap a few photos but never truly understand the local culture. This results in generic content that fades into the background noise of your industry. Your audience craves authenticity – a voice that speaks directly to their needs and aspirations. Generic content simply won’t cut it.
Your marketer knows best
Unlike an agency, a marketer inside your business isn’t just visiting occasionally but is fully immersed in your company. They know your products inside and out, understand your target audience, and champion your brand’s unique personality. This insider knowledge translates into marketing materials that resonate on a deeper level, sparking genuine interest from your audience. Consider the case of Momentum Metropolitan, where the in-house marketing team’s deep understanding of the company culture and extensive research into customer perceptions led to a successful rebranding that significantly improved brand awareness and consideration.
Having a dedicated marketing role means it is someone’s job to ensure your business gets promoted every day. We see this all the time – the marketing role is either handed out piecemeal to various internal functions other than marketing or given wholesale to outsiders, and then the business complains that it is battling with doing effective marketing. If you want something done, you need to make it someone’s job, and marketing is technical and important enough to deserve such a dedicated role in all but the smallest businesses.
Using a best of both approach
An in-house marketer acts as a vital link in the communication chain between the business needs and an external agency, streamlining the flow of information between internal teams and external agencies. They ensure everyone is on the same page, facilitate feedback, clarify objectives, and keep the project moving forward. They eliminate bottlenecks, ensuring timely approvals and quick resolution of any issues that arise.
An internal marketer is solely focused on your company’s success. They are invested in your growth and understand the nuances of your business, ensuring that every marketing decision aligns with your overall objectives. They act as a buffer against potential conflicts of interest, carefully evaluating agency proposals, challenging unnecessary expenditures, and suggesting solutions that deliver value for your brand.
Adding a marketing coach to light a fire
Even where there are internal marketers, we have found that in many privately owned companies, these marketers are left unsupported and isolated, making them ineffective. The marketer fights a valiant battle but struggles because their role is often poorly understood in smaller companies, and they lack the support structures of larger corporate marketing departments.
The better solution is to work with a marketing coach to help your marketer gain the necessary traction while keeping in mind the specific dynamics of the business. Hands-on marketing coaching services tailored to the unique environments of the business sets marketing coaching apart from more conventional training courses, which can lack practical help.
It's time to take control
Our advice is clear – it’s time to take control of your marketing efforts by bringing on an in-house marketer who knows your company and can drive your promotional activity with the help of an agency. With the support of a marketing coach, you can empower your in-house marketer to become a true marketing specialist, driving your brand’s success to new heights.
High-quality marketing coaching services from an experienced senior marketer can help your person further develop their skills and strategies, ensuring that your efforts are always aligned with your business objective and brand vision. With part-time, temporary assistance, your in-house marketer can confidently navigate the complexities of your highly entrepreneurial, budget-constrained business and make informed decisions that drive results.
Firejuice offers marketing coaching services
At Firejuice, we offer marketing coaching services designed to upskill your internal marketer with on-the-job coaching. We work with your internal marketer to transfer our skills and show them the tactics and tools relevant to your industry.
Learn more about our marketing coaching package and how we can help your in-house marketer succeed.