You can't outsource everything. No-one knows your business as well as you do.
However, there are circumstances when utilising external help can fast-track your success.
As this article discusses, partnering with an external specialist has a number of advantages:
Accessing a talent pool that you wouldn't otherwise be able to hire and/or afford in-house
Whilst the world faces headcount freezes, restrictions and in some cases redundancies, many organisations are still expecting the work to be completed but clearly with not enough resource.
When you work with an external company, you can tap into a range of skills e.g. coaching, training, writing, designing, eLearning, analytics etc. The skills can flex with your requirements as and when you need them.
Specific knowledge and expertise can be used for short-term or long-term goals
When 90% of B2B buyers don't take a linear decision making path, it gets complicated. Understanding how content can be utilised at every stage of that journey, how your buyers are consuming that content and where they're consuming it are all skills that shouldn't be taken for granted.
Just to add another layer of complexity, understanding the value of SEO within your content, employee profiles and promotional tactics on social media are different skills once again.
Creativity and innovative thinking which comes from working with others in your industry
Specialist agencies will have worked with multiple companies. They'll know what works and what doesn't. They can advise based on demonstrable experience. A good partner will guide you over the pitfalls and fast-track you to your goals.
They'll have seen it, done it and bought the t-shirt so make sure you ask your agency partner to provide evidence and examples of their experience. Ask to speak to one of their customers!
External agencies aren't there to replace your in-house team - they should be there to compliment to your team.
External agencies should drive actual change within your business working with your teams - enabling them, supporting them to a point when you can stand on your own to feet (in my humble opinion).
So, when it comes to activating your employees on social media, the key question you should ask is what kind of partner should we work with?
You have a few choices:
An independent trainer - expert knowledge on specific platforms like LinkedIn but limited scalability
A consulting partner - will advise, strategize and provide you with a plan to execute and scale internally yourself
An agency partner - will advise, strategize and scale with you until you're at a point where you can go it alone
I'll leave you to work out where Tribal Impact sits 😉
Any high-level marketing executive will agree emphatically upon mention of the stress in hiring an outside marketing agency. Sometimes choosing the agency can be seamless, especially if it comes with a trusted recommendation. But there are still additional obstacles to get the partnership off the ground, including getting financial signoff from your CFO or the final go-ahead from the CEO. There’s also the occasionally bumpy transition of information, figuring out who does what, and the rarely avoidable “this is how we do things” conversation between your team and the agency. But don’t get us wrong: Hiring an agency, specifically a B2B marketing agency, can be extremely advantageous for your organization. It just has to be the right fit at the right time. If you’re able to achieve that, your business will reap the benefits.