Why Do Businesses Use Marketing Agencies (Updated For 2020)?
Businesses will become more dependent on their digital strategies in the coming months than ever before. In trying to sound overly alarmist, it will in many cases be the determining factor in how they can make it through the hard times ahead. An immense challenge is the unprecedented, near-total absence of all outlets linked to live events and conferences, and the growing barriers to face-to-face activity. Developing on-going contingencies to protect against this failure is crucial to resiliency.
B2B businesses rely in particular on networking and establishing customer relationships on the annual circuit of trade fairs and exhibitions. We may also be less advanced in their digital development and customer engagement approaches in non-digital-native industries. Their loss is coming as a surprise particularly for smaller companies, used to having new customers by word-of-mouth referrals or on the strength of a hard-won reputation.
Larger corporations are also now in a position to have potentially lost millions from activities that have been cancelled. They won’t take back the hours of time and money expended on this year’s plans, but reimbursement and flexible cancelation schemes will leave them to reassign with a marketing budget. Digital is likely to be the big winner here, and businesses may need to push into social media, content marketing, SEO and influencer-led campaigns, even those that might not be as much as a Facebook page before. Of course, this means that if you are a B2B supplier in an industry that has been reluctant to adapt to digital marketing there are opportunities out there for taking. The adaptability is a crucial factor in resilience.
If going out and meeting new customers face-to-face before you do business is common in your industry, adapting may mean opening new channels over web or social media networks where introductions can be made and relationships can be fostered. Your potential buyers will be less receptive to the idea of seeing you step through the door and shake their hand in the coming months – and no-one really has any idea how long that will last and if that will lead to longer-term improvement.
As long as businesses wisely handle the move to digital marketing, there’s no reason why it can only act as an immediate fill-in, but will continue to have long-term value when the environment finally returns to normal. And of course, fighting any potential pandemics will make businesses more robust.
Content marketing is back on the forefront and is the most relevant and successful category of options available for digital marketing. Bad news: Day by day, successful content marketing is getting difficult. If you don’t have a marketing plan for content, you’ll likely miss out. Organizations with a clear understanding of an effective, efficient marketing plan for content are successful in achieving their marketing objectives by about 80 per cent. Organizations that carried out successful marketing strategies for content had 39 percent of the overall marketing budget dedicated to content marketing. And statistics show that 89 percent of B2B marketers view content marketing as an important part of their strategy for digital marketing. At the downside, 30% of companies are still not sure about what looks like an efficient or productive content marketing campaign and about 29% are unsure.
If you are new to content marketing, with a small business and a limited budget, it is best to outsource an agency.
If you are a new business and need to focus on your core business processes, leaving content marketing with an agency is easier, so you can concentrate on what you understand and do best.
If you already have an idea about content marketing, have an in-house team and want to level up your project, then partially outsource the extra work to an agency for the short term only.
When you have an in-house team that delivers good results and want to level up your approach in the long term, it’s best to recruit more and improve your in-house team.