What We Know

Today, the need for technical know-how, talent and experience is more and more critical. As the CEO or HR manager of your company, you need to understand the math behind having your own marketing staff or engaging a full-service digital, traditional marketing and communications firm.

A small firm should offer everything you need for marketing: strategic planning, project management and a senior advisor working with an accomplished account manager. It should offer you all the writing and graphic design talent you need; technical web, social media and campaign management capabilities all in one cohesive package.

Frankly, to hire those same capabilities as an in-house agency requires a minimum of four staff positions at an average cost of $70,000 per year plus benefits – a cost about $335,000 per year. Your four-person staff will also still need to outsource some work.

In my experience, a $60,000 to $120,000 or even a $150,000 annual retainer will meet all typical marketing needs of a small to mid-sized business. That should include brand management, annual planning, writing and content development for websites, newsletters, social media, blogs and advertising campaign management. A good small agency will be happy to do all of that and more – including media relations, tradeshow management and special event planning with a team of people that know how to get it done and are motivated to do so.

Outsourcing marketing management services can save you money that you invest where it belongs – production and sales.

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