This is for the Marketing Managers out there who are either on an island of one, shouldering the full weight of building and executing your organization’s marketing strategy, or perhaps leading a small team of content creators and community liaisons. One of your responsibilities is to recognize areas where there is a gap in your marketing resources and then identify the most cost-effective and impactful way to obtain what you’re missing. By “marketing resources”, I don’t mean your budget. I’m talking about what it takes to actually run a successful marketing campaign, and this is where the right agency partner may be your most cost-effective and impactful way to increase your available resources.
The truth is that in order to unlock the true potential of your marketing strategy, you need to have the following:
- access to relevant research and software
- the right tools on hand and specialty skillsets
- and an abundance of time and energy
There’s a phrase in our culture that encourages people to “fake it ‘til you make it” but this isn’t the place for that. You don’t want to “fake” your capabilities and capacity when it comes to being a responsible Marketing Manager.
Here are three questions to ask yourself to evaluate where there may be some gaps in your marketing department’s resources:
1.What industry and market research does my company subscribe to currently?
Now think about what information you would LOVE to have access to, to better understand the audiences you’re trying to reach and the best media platforms to reach them.
2. Am I equipped, both with the skillset and the tools, to execute each component of my marketing strategy with excellence?
There are a whole lot of specialty skills you’ll want to develop in your team or outsource including video production, SEO management, and media buying.
3. Do I have the capacity, both in time and energy, to do all the things, all the time, with excellence?
There is never any shame in raising your hand and asking for additional bandwidth so that you can meet expectations and deliver a marketing campaign that meets your brand’s standards.
For example, if video content is a part of your marketing plan (and it really should be), what is your understanding of what types of content are most effective for your target audiences? Do you have the proper mics and lighting equipment? Have you ever edited videos for social media before? Do you have the time to write scripts, capture and edit footage, set up your digital campaign, and monitor results? It’s O.K. to have answered ‘no’ to any or all of these questions. In fact – we wouldn’t expect you to have answered ‘yes’ to all of these. Video production is one area where it may be best to reach outside of your team for additional bandwidth.
Working with an agency is NOT about replacing you at the table. You are irreplaceable. In fact, your role is a vital part of the equation. Being on the inside of an organization affords you the position of being in the trenches. No one will know your brand’s story, language, and nuances more than you. You have the relationships and insider understanding of not only who your clients/customers/audience are, but also your vision for how you develop your marketing department. And you will feel the impact of your campaign.
If asking yourself the questions listed above exposed potential gaps in your marketing resources, it might be time to consider partnering with an agency that can meet you in the trenches and offer access to invaluable information, specialty skillsets, and a revitalized capacity to do all the things.
