EyeCandy Creative

How to Choose the Right Marketing Partner 

There are a lot of different options out there for marketing partners, and it can be a bit overwhelming, especially if you're not sure which ones align best with your brand's values, objectives, and budget.

There are a lot of different options out there for marketing partners, and it can be a bit overwhelming, especially if you’re not sure which ones align best with your brand’s values, objectives, and budget. 

Here’s your guide to the types of marketing support you can get and the pros and cons for each: 

Do it Yourself 

Many small businesses opt for a DIY approach to marketing in an attempt to save costs. However, managing your own marketing efforts while running a business can be a daunting task. Your online presence serves as your storefront, and it’s essential to convey professionalism and authenticity. Attempting to handle everything yourself often leads to frustration and missed opportunities. Outsourcing your marketing allows you to focus on core business activities while ensuring a polished and effective online presence.  

Internal Marketing Team 

For larger organizations with substantial budgets, establishing an internal marketing team can be beneficial. This team will be super knowledgeable about your brand and be able to dedicate themselves solely to growing your organization and be immersed in the culture and processes of your business. Internal teams come with costs of salaries, benefits, turnover, and management so you’ll need to consider whether the investment in an internal team aligns with your budget and long-term business objectives and whether the benefits of having dedicated resources outweigh the associated costs and potential challenges. 

It’s essential to recognize here that one person cannot effectively handle all aspects of marketing. Marketing” is a broad term, and there are many different skill sets under this umbrella. Think about one person doing website development, copywriting, social media, graphic design, SEO, analytics, marketing automation… the list goes on and it would be impossible. If you are hiring one marketing person, you should keep in mind that the greatest impact they can have is to be the manager of external resources and not doing the work of executing your whole marketing strategy.  

Freelancers 

Freelancers provide a flexible and cost-effective solution for specific marketing tasks. They excel at one-off projects and can deliver quick results. Freelancers often specialize in specific areas and this means that you will need to find, vet, and individually manage people for each need and possibly facilitate them working together. Because of this, there may be issues with creating continuity across channels for a broader marketing plan. Since generally, they are a team of one, there is a risk of them no longer being available to you, and when that happens, there’s no one left that’s responsible for finishing the project or handing over your assets. 

Large Agency 

Large agencies boast extensive resources and diverse talent pools, making them suitable for handling complex and large-scale projects. They may have an in-house production studio, for instance, or a larger team to take on bigger projects. They also might have ties to other resources in PR or have global marketing experts that a smaller agency may not. Due to larger team sizes, several levels of management and internal processes, larger agencies may not be as nimble and may not be as quick to adapt to your changing business needs. Be especially wary of cookie-cutter approaches which can diminish the creativity and personalization of your brand’s messaging. Additionally, the overhead costs associated with large agencies may not align with all budgets.  

Small-Medium Agency 

Small to medium-sized agencies offer a balance of personalized service and diverse expertise. They often blend internal talent with trusted freelancers to deliver comprehensive marketing solutions. These agencies prioritize collaboration and client relationships, providing flexibility and tailored strategies. They tend to come alongside their clients in a collaborative way and may give additional time or guidance to make the project and client relationship a success. While their approach may vary, they often offer a more intimate and hands-on experience compared to larger agencies. 

Vetting Your Marketing Partner 

When selecting a marketing partner, it’s crucial to assess your organization’s needs and goals. If you are trying to take your company global, it may make sense to choose a large agency who has expertise in international marketing. If you are looking to launch or strategically grow a local brand, a smaller agency can give you personalized attention and grow alongside you.  

Regardless, you’ll want to conduct thorough research, interview potential partners, and evaluate their expertise, portfolio, and compatibility with your company culture. Look for partners who demonstrate authenticity, experience, and a proven track record of delivering results. You may even give them a smaller project to test-drive their services and communication before committing to using the partner exclusively. By taking a strategic approach to partner selection, you can navigate the marketing maze with confidence and find the right fit for your business.  

If you would like to see if EyeCandy Creative would be the right fit for your organization, please schedule a time to meet.

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