#78: Tactical Tuesday: Comparing Agency and In-house Marketing

Overview:

Jason A. Duprat, Entrepreneur, Healthcare Practitioner and Host of the Healthcare Entrepreneur Academy Podcast talks about how to approach marketing for your business. This includes hiring an external agency or building an in-house team. He highlights the pros and cons of each so you can make the best decision to establish and optimize your marketing. 

 

Episode Highlights:

  • Jason states when it comes to marketing your business, you have two options. You can hire an agency or manage it in-house with support from team members. 

  • Jason explains there are many layers to marketing and it’s important to understand each layer. The layers include digital, print, content (blogs, YouTube channels, podcasts, etc.), social media, paid ads (billboards, Facebook, Google, magazines), landing pages and email campaigns.  

  • Why does Jason recommend having team members help you with marketing versus managing it on your own? 

  • The three components for developing a marketing plan include tech, writing, and design. 

  • Agencies are more expensive but they have a deeper pool of talent to create effective marketing plans. 

  • Marketing agencies usually have a full roster of clients so the onboarding process with your business can be slow.

  • As part of an agency’s compensation package, some businesses pay a percentage of their revenue as an incentive – yet this model can create ethical dilemmas.  

  • As an example, Jason shares a story about working with a marketing agency that fluffed their result numbers. 

  • If you add members to your business team to help with marketing, educate yourself with the many layers of marketing in order to properly evaluate talent and ask good interview questions.  

  • A value point for hiring your own marketers is building a team who’ll be vested in your business. 

 

3 Key Points:

  1. The three components for developing a marketing plan for your business are the ability to understand tech (tracking software, running online ads), the ability to write copy and creating the graphics and design work associated with marketing campaigns. 

  2. The cost range for hiring an agency will start minimally at $2500 a month. And on the high end, it’s $10,000 a month which often includes video production and editing.  

  3. One of the downsides of hiring your own in-house marketing staff is you’ll need to create job postings and interview different people to handle the various marketing plan layers.   

 

Tweetable Quotes:

  • “I 100% do not recommend that anybody completely start from scratch doing their own marketing. I feel like you should 100% either bring on an agency or somebody who does marketing full-time because there is too much of a learning curve.” – Jason A. Duprat

  • (Digital marketers) “You have to know how to set up all the tracking software so you can track conversion rates, CAC (customer acquisition cost), lifetime customer value and ROI (return on investment).” – Jason A. Duprat

  • (Downside of marketing agencies) “You may find they tend to take on more work than they can handle. A lot of times, your company is not going to be their top priority and that’s just a fact of life.” – Jason A. Duprat

 

Resources Mentioned:

#HealthcareEntrepreneurAcademy #HealthcareBoss #healthcare #entrepreneur #entrepreneurship #marketing #adagencies #inhouseteams #tech #design #writing

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