It’s rare that I try to tout the advantages of outside marketing help. I usually try to focus my efforts on the value of social media to businesses of all shapes and sizes. But I think it’s time as objections, misconceptions and unwise decisions have started to gather momentum within the industry.

I’ve recently noticed a trend of companies looking to hire an inside person to handle all digital marketing efforts. I have a fundamental objection to this practice – not because I run a marketing company – but because I believe it is vastly more expensive for the company.

Hiring someone to internally handle digital marketing for a small to medium size business entails finding someone that is competent and well versed in the proper techniques of social media, has a good aptitude for technical knowledge and has a high emotional quotient for proper social communication. On top of that, digital media marketing is not a full time job for a small to medium sized business. Ford only has 2 people handling their entire company. Although they do have several others working on strategy, the point here is that one highly skilled person moderating the conversation can be very effective (as I found out recently from Scott Monty). Starbucks only has 7 people and they run an entire community, not to mention all the people pounding away on their computers in the shops.

Recently, Marketing Sherpa issued a report highlighting the effectiveness of hiring an outside agency to handle social and digital marketing.

What this highlights is how specialized this type of marketing has become. Digital marketing requires a skilled expert that can tailor messages and company needs to reach people where they are most susceptible to messaging. Ultimately, we at Bonfire would like all businesses to take full control of their marketing, but right now that’s like telling a person that has never driven a manual car to successfully and quickly parallel park. A good digital marketing firm will get your business driving down the highway before turning over the wheel.

As far as costs are concerned, finding the correct person to internally handle your company’s digital marketing could be very expensive. A highly skilled person could cost over $3,500 per month, not including benefits. Whereas utilizing a digital marketing company of record ranges from $900 to $5,000 per month depending on engagement levels. These marketing companies recruit for experience and personality and they usually assign marketing managers based on individual campaign needs.

So at the risk of this sounding like a negative rant, I will summarize this post with this: Do your research. Every business is different with unique needs. There is a wealth of information available to consume online and the social media community is very generous in giving away its secrets. I hope this helps and wish your company a prosperous Q4.