As employees have mastered computer design programs and become adept at frequently posting to Social Media platforms, many company executives believe that their marketing departments can produce the majority of their communication needs “in-house”.
But there is a big difference between the ability to use design programs and being a designer, and understanding what works on Social media and what doesn’t.
So how do companies assess whether they need to bring in the knowledge, creativity and expertise of an outside marketing agency? WKH has compiled some common indicators that it is time to get fresh perspective from an external agency.
1. You don’t have a clear social media strategy
Businesses tend to have a complicated relationship with social media. They understand the necessity of it but have no clear strategy for who posts, what gets posted and to where. Get it right, and social media is a highly effective method for interacting with current and potential customers, expressing your positioning and values, soliciting feedback on your services and having measurable results to gauge success. Get it wrong, and it can alienate customers, damage your brand reputation, invite scorn from your target audiences and have a negative impact on your business.
2. Your brand has become inconsistent across communication channels
As the methods for reaching audiences have increased, it is easy for your brand to become diluted. If your visual identity, tone of voice and market positioning aren’t consistent across all communication platforms, it may be time to seek outside help to realign your brand.
Personality, values and behaviors are key factors in gaining and maintaining customer relationships. The ability to express who you are and what you stand for across the entire marketing mix will create trust and build your reputation.
3. Your communication strategy hasn’t changed over the past 5 years
Brands are evolutionary, constantly morphing as internal capabilities, market forces and customer dynamics change. Marketing itself has changed drastically over the past ten years and the digital world is changing even faster. In 2011, Instagram was just becoming popular, Twitter was rapidly growing, and Facebook was experimenting with paid posts. In five short years there has been an explosion of technology and online channels available to marketers.
Today, we are bombarded by so many messages through a multitude of communication platforms that it is challenging for companies to be seen and heard. Developing agile strategies, attention-grabbing creative and a constant flow of new ideas for reaching customers is key.
4. You’re losing market share to competitors
If your brand looks tired compared to your competitors and you aren’t maximizing your digital strategy, it’s time to make changes. What you were doing in the past that made you successful probably doesn’t work in the new world of marketing and is even less likely to work in the future. In the past, it took competitors a great deal of time, money and effort to erode your customer base. Now it can be achieved quickly, cost-effectively and in real-time. It is vital to embrace new technology, revitalize customer engagement and identify new ways to make your communications agile and dynamic.
5. You’re flat out of fresh ideas
When you are too close to something, it is difficult to come up with ideas that are game-changing. An outside agency can help you look at things differently, and bring new perspective and fresh thinking. Client-side marketers tend towards being generalists. Because of the way agencies are structured, they have people that are experts in individual marketing disciplines. When this in-depth knowledge is brought together in a holistic way, it can drive new ideas.
Did any of these points resonate with you? Maybe it’s time to consult with a marketing agency.