Lucinda Peniston-Baines’ Post

These recent insights from Marketing Week highlight a significant trend: the increasing reliance on outsourcing in marketing, especially in the B2B sector. This trend brings to the forefront a pressing challenge for many companies: filling the skill gaps within their dwindling marketing teams. Our agency has spent over 26 years mastering the art of combining the personalized attention you'd expect from a smaller firm with the impactful results of a larger one. This dual approach directly addresses today's industry challenges—such as the skill gaps and the growing need for outsourcing. We specialize in digital marketing, content creation, and PR, precisely the skills many companies find themselves needing to outsource. Our approach goes beyond just filling these gaps; we ensure that every project we take on is crafted with authenticity and a personal touch. Our goal is to make your marketing efforts not just seen, but felt, creating a real connection with your audience. In an era fascinated by artificial intelligence, we believe in the irreplaceable value of the human touch. Our philosophy is that technology should augment, not replace, the essential human connections at the heart of successful marketing and communication. Choosing to work with us means selecting a path where cutting-edge technology and essential human interactions work together to achieve marketing success. As our team tackles today's marketing challenges with our clients, we focus on the importance of human-centered strategies. It's not just about bridging a gap; it's about creating marketing that's impactful, resonant, and genuinely connected. Discover how our long-standing commitment to quality and impactful results can transform your marketing efforts in a world that values real connections. #marketing #pr #communications #digitalmarketing https://lnkd.in/emxiMjyP

I'm not surprised to see an increase in outsourcing elements of marketing in a recent study. The role of marketing has expanded so much over the past few years - there are now so many hats to wear! How can you possibly cover all functions in house? Here are some of the reasons cited for outsourcing: - Lack of skills in-house (48.7%) - No need to employ someone full-time for the task (28.9%) - Cost-saving exercise (14.4%).   It's especially prevalent in B2B with over half (53%) of marketers saying they have outsourced an element of the business. It's certainly topical for us and Jack Lenton in our team at Embrace Marketing & Branding Agency recently wrote an article on why you should outsource your marketing. Have a read here: https://lnkd.in/dECH4Wkk

These are the reasons why you shouldn’t outsource your marketing. 1. Cost Efficiency Reduced Overhead Costs:  Outsourcing eliminated the expenses associated with hiring full-time employees, such as salaries, benefits, training, and workspace. Scalability: Businesses are able to scale their marketing efforts up or down based on their needs, without the constraints of hiring or laying off staff.  2. Access to Expertise Specialised Skills: Agencies often employ specialists with diverse skill sets in content creation, SEO, analytics, and platform-specific strategies (Meta and Google). Staying Updated: Outsourced teams stay current with the latest trends, tools, and algorithms, ensuring that marketing strategies are always up-to-date.  3. Focus on Core Business Resource Allocation: Outsourcing allows companies to focus their internal resources on core business functions, improving overall productivity and efficiency. Reduced Management Burden: Managing an in-house marketing team requires significant time and effort. Outsourcing shifts this responsibility to the agency, freeing up managerial resources.  4. Fresh Perspectives Creative Diversity: External agencies bring fresh ideas and perspectives that can rejuvenate a company's social media presence, avoiding the risk of in-house monotony. Broad Experience: Agencies work with various clients across different industries, providing them with a broader understanding of effective strategies and diverse market insights.  5. Advanced Tools and Technologies Access to Premium Tools: Agencies often have access to advanced marketing tools and analytics platforms, which can be cost-prohibitive for a single business to purchase. Data-Driven Decisions: With sophisticated tools and technologies, outsourced teams can provide more detailed analytics and insights, leading to better-informed marketing decisions.  6. Faster Implementation Immediate Action: Outsourced teams can often implement campaigns more quickly than in-house teams, which might be slowed down by internal processes and bureaucratic hurdles. Experienced Processes: Agencies have established workflows and processes, allowing for faster turnaround times and more efficient campaign management.  7. Risk Management Shared Risk: Agencies share the risk associated with marketing campaigns. If a strategy fails, the agency absorbs some of the responsibility, reducing the burden on the business. Continuous Optimization: Outsourced teams continuously monitor and optimise campaigns, quickly adjusting strategies to improve performance and mitigate risks. While hiring an in-house marketer might seem advantageous due to direct control and company-specific knowledge, the benefits of outsourcing often outweigh the potential drawbacks. By leveraging the strengths of external agencies, businesses can achieve more effective and innovative social media marketing outcomes.

Day 8: Digital Marketing Agency Journey 😎 Progress Overview: Client Engagement: Continued communication with our first client to refine their marketing strategy and ensure alignment with their business goals. Lead Conversion: Followed up with potential leads from previous outreach efforts, focusing on demonstrating our unique value proposition. Team Collaboration: Held a brainstorming session with the team to generate innovative ideas for current and future clients, fostering a collaborative and creative environment. Key Activities: Client Strategy Session: Conducted a detailed session with our first client to discuss progress, gather feedback, and adjust the marketing plan as needed. Content Creation: Developed engaging content for our client's social media platforms, focusing on increasing their online presence and engagement. Market Research: Analyzed competitors and market trends to identify opportunities and threats, ensuring our strategies remain relevant and effective. Networking: Attended a virtual networking event to connect with other professionals and potential clients, expanding our agency’s reach and influence. Achievements: Strengthened client relationships by providing personalized attention and strategic insights. Successfully converted two leads into clients, increasing our client base and revenue potential. Enhanced our online presence through targeted content and strategic engagement. Challenges: Balancing multiple client needs while maintaining high-quality service and meeting deadlines. Ensuring all team members are aligned with the agency’s vision and working cohesively towards common goals. Next Steps: Continue refining our service offerings based on client feedback and market demands. Focus on upskilling the team through professional development opportunities and training sessions. Implement a robust client feedback system to continuously improve our services and client satisfaction.

Working at a marketing agency means putting a lot of time into working with clients. And this comes with the careful task of managing their expectations. Managing expectations from the start of a campaign can leave less room for surprises and provide clear direction that will lead to less disappointment as the campaign runs. Here are a few of Bigg’s top tips for managing client expectations: Have A Thorough Client Onboarding - Start a campaign with a detailed and thorough onboarding meeting. In this you can discuss every aspect of the campaign in detail, establishing KPIs, setting boundaries between yourself and the client, introducing a point of contact and asking as many questions as possible that could be relevant to the campaign as it proceeds. Set Clear Goals - We recommend using SMART goals, this involves making the aims of the campaign Specific, Measurable, Achievable, Relevant and Timebound. This should help you pick goals that align with your client’s plans for growth, as well as being feasible to achieve. Promise Less, Deliver More - Keeping client’s on your side is key, and the best way to do this is to under promise and over deliver. This way you keep you client happy if you overachieve, but it things don’t go to plan you’ll still be hitting the goals.

Marketing consultancies face a variety of challenges, ranging from industry-specific hurdles to broader business concerns. Here are some major challenges they often encounter: Client Expectations: Meeting diverse client needs and expectations while ensuring high-quality service delivery can be challenging. Rapidly Evolving Landscape: Keeping up with constantly evolving marketing trends, technologies, and platforms requires continuous learning and adaptation. Competition: The marketing consultancy market is highly competitive, with many agencies vying for clients. Standing out from the competition requires unique value propositions and effective differentiation strategies. Managing Resources: Balancing workload, project timelines, and resource allocation to ensure efficient project delivery can be complex, especially when dealing with multiple clients simultaneously. Client Acquisition and Retention: Acquiring new clients and retaining existing ones is crucial for sustainable growth. This involves effective lead generation, nurturing client relationships, and delivering measurable results. Budget Constraints: Managing budgets effectively while maximizing ROI for clients can be challenging, especially when dealing with limited resources or competing priorities. Technology Integration: Integrating and leveraging a wide range of marketing tools, platforms, and technologies to deliver optimal results requires expertise and investment in training and infrastructure. Talent Acquisition and Retention: Recruiting and retaining top marketing talent with diverse skill sets and expertise can be challenging in a competitive job market. Adapting to Regulatory Changes: Staying compliant with evolving regulations and industry standards, such as data privacy laws, requires ongoing monitoring and adaptation of marketing strategies and practices. Demonstrating Value: Proving the value and ROI of marketing initiatives to clients through effective measurement and reporting is essential for maintaining trust and long-term partnerships.

Digital Dispatch - 10 Strategies to Increase Clients for a Digital Consulting Agency Through a Newsletter 1 - Share Industry Insights: Provide valuable insights and analysis on digital trends and industry changes. This positions your agency as a thought leader and go-to resource for current and potential clients. 2 - Highlight Case Studies: Showcase your successes. Include case studies that demonstrate how your agency has solved complex digital challenges and driven growth for clients. 3 - Offer Exclusive Content: Give subscribers access to exclusive content like in-depth guides, whitepapers, or webinars. This can be a compelling reason for potential clients to stay connected. 4 - Personalized Consultation Offers: Encourage newsletter subscribers to book a free consultation or digital audit. Personalized offers can convert a subscriber into a paying client. 5 - Utilize Segmentation: Segment your subscribers based on their interests or business size and tailor the newsletter content to suit these segments, making the content more relevant and engaging. 6 - Expert Guest Contributions: Invite industry experts to contribute to your newsletter. This not only enriches your content but also expands your network and appeal. 7 - Interactive Q&A Sections: Include a Q&A section where you answer digital strategy questions from subscribers. This interactive element can increase engagement and demonstrate your expertise. 8 - Promote Workshops and Events: Use your newsletter to promote upcoming workshops, seminars, or networking events your agency is hosting or participating in, encouraging sign-ups and participation. 9 - Client Testimonials and Reviews: Share positive feedback from past and current clients. Testimonials are powerful in building trust and persuading potential clients to engage your services. 10 - Regular Performance Tips: Offer regular digital tips or quick wins in your newsletter. Practical advice that readers can implement can help build a loyal following and establish your agency as a helpful industry authority.

Why use a marketing consultant? Could it damage internal relationships and internal credibility? 👇 Utilising outside consultants does not diminish a team's credibility; rather, it often enhances it by bringing specialised expertise and fresh perspectives to complex problems. Consultants are typically hired for their deep knowledge and experience in specific areas where the in-house team may lack proficiency. This can lead to more innovative solutions and efficient processes, ultimately improving the project's outcomes. Moreover, the decision to bring in consultants demonstrates a commitment to quality and excellence, as it shows that the team is willing to seek external input to ensure the best possible results. This can enhance the team's reputation for thoroughness and professionalism. Furthermore, engaging consultants can help manage workload and expedite project timelines, allowing the in-house team to focus on their core competencies without being stretched too thin. This strategic allocation of resources ensures that all aspects of a project receive the attention and expertise they require. By leveraging the strengths of both internal and external experts, the overall performance and credibility of the team are bolstered. Additionally, working with consultants can provide valuable opportunities for knowledge transfer, enabling the internal team to learn new skills and approaches that can be applied in future projects, thereby enhancing their overall capability and credibility in the long run. Check out how we can enhance your existing marketing potential and help internal departments with creative ideas... www.peachpelican.com

Prioritizing in marketing can feel like juggling a dozen balls simultaneously. To avoid it, follow three simple rules 👇 ▶ First up: use what you know. If you have historical data, lean on it. Take the campaigns and channels that have already shown results and scale them — make them your first priority. What if you’re just starting out or venturing into new territory? Pick one main channel your ICP uses the most (hello, customer interviews) and, at most, two supportive ones to keep things manageable. Go deep instead of wide, and you’ll see clearer results. ▶ Second: be smart about new channels. When you’re opening up a fresh communication channel, consider outsourcing instead of building from scratch. Hiring new talent means time, training, and investment, which can slow down momentum. Agencies or freelancers who specialize in that channel already have the playbook, so you can hit the ground running. ▶ Third: don’t overlook the value of external consultancy. Sometimes you’re too close to see what’s working or where you’re stuck. Bringing in an external consultant can help proof your strategy, validate your KPIs, and give you unbiased insights on what each channel should be delivering. So, to set your priorities right: 1) Scale up what works if you have the data. 2) Focus deeply on a few channels if you don’t. 3) Seek for consultants help for fresh perspectives and KPIs. 4) Consider outsourcing for new channels to save time and resources. Clear priorities mean you’re not just busy — you’re effective.

DEVELOP AND IMPLEMENT COST-EFFECTIVE STRATEGIES, TOOLS AND TACTICS FOR YOUR PRACTICE Howard Shenson, in his book “The Complete guide to consulting success” writes that the marketing strategies consultants use have a profound effect on their chances for success. He advocates the use of low – cost and no –cost strategies for consultants as his research showed that the use of indirect, more public relations like activities are far more effective than direct, hard-sell techniques that so many consultants use. So does Alan Weiss in all of his books. The late Tom Lambert echoed this in the book “High-Income Consulting”. Lambert conducted, in Europe, the world’s leading seminar on building and sustaining a consultant practice, which was attended by more than 200, 000 attendees worldwide. Lambert said that your overall marketing strategy should be aimed at becoming well known in your field, and that indirect methods of marketing brings clients to you. He also emphasised that the tactics that you select must be consistent with the reputation and image that you want to create. Laurence G, Boldt writes in the book “Zen and the art of making a living” that the name of the game in marketing is circulation. Getting into circulation – and staying in circulation. Getting out and meeting people is circulating. Circulating flyers, making speeches is circulation. Being active on the social networks of your choice, blog posts, telling stories are ways to get your name in circulation. I liken it to Name Recognition. Whatever technique or tactic you use must be designed to increase your name recognition and to build your reputation. Above all, you need imagination and effort to try and see what works and what don’t work. For more information and some handy tips regarding marketing consultancy services, read my chapter called Consultancy Marketing: Developing the Right Mindset in the book  The Advice Business - Essential tools and models for Management Consulting by Prof. Charles Formbrun and Mark D.Nevins or attend my next training in Johannesburg. This training will share lots of ideas, hacks and tips. I will share more than 23 cost-effective ways to get your name out there. If you cannot attend on the 9th of December, why not share this message with those THAT will benefit. Thanks. More: https://lnkd.in/dyDpwbQZ Kindly share Pat Mazibuko Dr Nik Eberl