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Driving lead generation internally can be an effective approach, but sometimes you are limited by size. Typically you will need skills across inbound marketing strategy, SEO and SEM, email marketing, content production, graphic design, social media, conversion rate optimization, event marketing, data and analytics. You can either hire someone with specific skills, and then complement them with contracted resource, or consider options like a full-service agency that can deliver all the marketing ‘flavours’ you need. For example, one year you may be refreshing your website design and structure so require SEO and design-savvy marketing roles, whereas the following year you may be looking to ramp up your content strategy with an eBook campaign so need excellent writers, and inbound marketing expertise. Outsourcing your marketing to an agency is an alternative to hiring an in-house marketing role or roles. For the price of a mid-level employee, you get access to a ‘pick and mix’ of the marketing roles mentioned above, when you need them, as you need them.
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