Hiring a digital marketing agency: what you need to know

With digital marketing relatively new in Ghana, some managers worry when it comes to hiring. The worry is, whether to hire an in-house, freelancer or hire a marketing agency. It is quite common to find CEOs and Managers contemplating on which one provides a more effective result.

You need customers to keep your business running but how do you get those customers to notice your brand? That’s where the idea of a marketing strategy comes to play. All businesses need to have an effective marketing strategy to survive.

As your business grows, you are more conscious of how to plan your marketing. This column addresses the various options that managers have. It also highlights the reasons why a digital marketing agency is your best bet.

What is in-house marketing?

In-house marketing is any form of marketing that is not outsourced to a third party. It involves using internal resources to oversee day-to-day operations. Before you rule this idea out, here are some benefits of having an in-house marketing team.

  • Access to the company’s culture
  • Greater loyalty to a company’s brand
  • Greater knowledge about products and services
  • Alignment across all marketing efforts
  • Access to resources
  • High devotion to the company
  • Commitment towards reaching the company’s goals


Who is a freelancer?

A freelancer provides marketing consultancy on an independent basis. He or she is not tied to any company or employer.  Freelancers usually work from home except in cases where they have to be in the office.

Some benefits of working with a freelancer include:

  • Affordability
  • Flexibility
  • Immediacy and swift delivery
  • Convenience


What is a digital marketing agency?

A digital marketing agency is an umbrella term that includes all kinds of activities outsourced to promote your brand and drive sales. They deliver measurable results in real time. A typical agency will comprise of graphic designers, content marketers, web developers, social media managers, SEO (Search Engine Optimization) specialists and sales managers.

No one person is enough to handle the intricacies of a successful marketing plan. You need a team who can dedicate time to all your marketing efforts.

Benefits of hiring a marketing agency

  1. Saves time and money

Some companies compare the cost of an in-house team or freelancer to that of an agency. Truth is, hiring an agency saves you a lot of time and it usually comes at a less expensive cost.

Let’s say you decide to settle for an in-house or freelancer, do you think they have the key skills and expertise to get you your desired result? You’ll also need services such as SEO, blogging, web content, website design, social media and the rest. In the Ghanaian context, some in-house digital marketers or freelancers have a specific set of skills. Some are experts in paid search, others are great in web design and some are pretty good at social media and blogging.

However, specialized a person might be in one of these fields, digital marketing is too complex for a single person to handle. Hiring a marketing agency saves you time and money in this regard. Your employees are able to exert their energy and focus on what they do best to deliver better results.

Your blogger might be a prolific writer, but he might lack other skills that will keep you from getting the online marketing results you need.

Also, it can be hard to find experts who are willing to work for a few hours as an in-house person or a freelancer. Agencies, on the other hand, hire experts who will help manage many accounts. Hiring an agency gives you full access to experts without needing to hire them full-time, which is more economical than hiring those experts yourself.

Agencies work as independent contractors, so you remove the need for payroll taxes and recurring costs of having full-time employees such as health care cost and benefits. It saves you the cost of having to buy digital marketing tools as most agencies already have this.

  1. Expert Guidance

“To get the best results, you or someone on your team needs to know enough about digital marketing before creating such a department.”

Why settle for individual talents when you can hire an experienced marketing agency to handle everything?

Let’s say you want to organize a Paid-Per-Click (PPC) marketing campaign. This can be quite daunting for some Ghanaian digital marketers who are still new to PPC. Chances are that the person will be spending time and money on a keyword that is not helpful. Most people new to PPC make this mistake. Wouldn’t it be better to get an expert on PPC to know when to reduce ad spend and when to spend more on a keyword that has a high Return on Investment (ROI)?

Agencies are also experts as they have worked with many clients to know what’s working and what should be adjusted. Since they have done the heavy lifting and figured out the most effective and efficient ways to grow traffic and generate more leads for you, you stand a greater chance of benefiting from them.

  1. Agencies offer measurable results

There’s a marketing mantra that goes this way, “If you’re not measuring, you’re not marketing”.

Because digital marketing involves an endless cycle of measurable activity, this makes all online tactics trackable, measurable and interpretable.

Some Ghanaian businesses from experience run the risk of making investments in online marketing that yields no results. No business should make investments that bring no results! Data helps in knowing what you can improve. An inbound marketing agency helps measure your progress, track your campaigns and regularly provide a report on your performance.

  1. Fresh Perspective and Ideas

A marketing agency can be your second set of eyes and help bring a fresh perspective to your marketing strategy. It’s good to keep in mind that not everything in your marketing strategy will work for you.

A good marketing agency adds a touch of new perspective to strategies already in place. They could, for example, help target your audience and determine which content engages them and how best to share it to meet their needs.

Here at Sidekick, we had clients who came to us with the sole aim of joining the social media frenzy. They wanted a presence online to support social proof. We had to improve on their need by sharing perspective on the power of social media in getting them not only the social proof but paying clients. And we did this backed with data and case studies.

  1. A range of skills and services

How often do you get an in-house team or freelancer with a diversity of skills? Not very often, right? Some are specialists in either copywriting, graphic designing or sales. Hiring a marketing agency, on the other hand, gives you full access to a range of skills and services.

Hiring a marketing agency provides you with the necessary tools to meet your target.

Digital marketing is never a one and done activity.

The digital marketing world in truth is very volatile to change. Facebook keeps changing their algorithm to their feeds among others. Google updates how its crawlers scan websites. The point is, it is never a dull moment in the digital marketing world. Therefore, marketers need to be well abreast of changes and adapt fast.

Unlike in-house or freelancers which increases the size of their team whenever there’s a growth or change, a marketing agency adjusts your marketing strategy to meet your needs. This can be difficult for in-house because of the limited number of staff. When you hire a marketing agency, you have access to the latest technology trends and marketing tools your in-house team might not be able to have access to.

Time to decide?

Before you decide, it’s important you weigh the pros and cons of each marketing option. That way you know what works best for you. Do you want measurable results? Are you looking for a team of experts? Are you looking for specialists or a team highly generalized? Do you want access to cutting-edge technology, experts and a breath of fresh ideas and creativity in your marketing efforts? Are you trying to get more work done within a short period of time? Do you want a team who has greater knowledge of your brand and culture?

Is your digital marketing working to generate traffic, leads, and customers? Are you burnt out over too many tactics and tools? Talk to a marketing expert and find out. You can also access our ebook on how to hire the best digital marketing agency in Ghana.

>>>SideKick Social Media is a full service digital marketing agency that help brands build close relationships with their customers in real time. Email:info@sidekickgh.com

Contact Numbers: +233 243140719 / +233 502168881

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