To remain competitive in today’s marketplace, it’s crucial for manufacturing companies to develop and implement robust digital marketing strategies.
There are two basic approaches to consider. The first is to do everything in-house, assembling a team of salaried digital marketing professionals to cultivate the company’s brand and voice. The second is to outsource everything to an external team of digital marketing pros.
While both options have their strengths and their drawbacks, many manufacturers have found it advantageous to combine in-house and external teams. The hybrid approach can yield a number of advantages for manufacturers who seek cost-effective marketing initiatives.
Why Take a Hybrid Marketing Approach?
A hybrid marketing approach can provide such benefits as greater specialization and expertise, better budgetary controls, scalability and flexibility, access to cutting-edge tools and technologies, and more. Let’s consider each of these advantages in turn.
1) Subject Matter Expertise
By combining an in-house team with third-party partners, manufacturers can leverage their internal team’s deep industry knowledge and brand understanding while also taking advantage of specialized expertise from a seasoned agency.
The in-house team can focus on brand-specific strategies and day-to-day management, while the agency can provide advanced skills in areas like SEO, content marketing, and PPC.
To put it differently: Your in-house team knows the industry and your external agency knows the world of marketing. Combining these two realms of expertise can produce the sharpest, most effective strategies.
2) Cost Considerations
If the hybrid approach is good for your strategy, it can also be a boon to your budget.
The hybrid model lets manufacturers control costs by maintaining a lean in-house team for core activities while outsourcing more specialized or scalable tasks to an agency on an a la carte or “as needed” basis. This allows for much more effective management of the budget, making it possible to invest in agency services only during major campaigns or when launching new products.
In short, manufacturers can enjoy the flexibility needed to scale up or down depending on their needs or simply depending on the season, avoiding the full costs associated with employing an extensive in-house team or keeping a whole agency on retainer.
3) Business Scaling and Flexibility
In the manufacturing world, being able to pivot according to industry changes or shifting consumer sentiments is key. Here again, embracing the hybrid marketing model can be tremendously advantageous.
A hybrid model provides the agility that manufacturers need to quickly adapt to evolving market conditions. The in-house team can handle ongoing tasks and immediate needs, while the agency can step in for larger projects or market expansions. External experts can also provide needed perspective when the time comes for manufacturers to respond to a really seismic shift in technology or in the marketing landscape.
Simply put, the hybrid option allows manufacturing businesses to remain nimble, with the ability to scale marketing efforts up or down as needed. This all comes without any of the delays that would come from hiring and training new personnel or negotiating a new agency contract.
4) Access to Innovative Technology
Every manufacturer knows that having access to advanced tools and technologies is crucial for maintaining any kind of competitive edge. This is true when it comes to production, but it’s equally true when it comes to marketing. And the hybrid approach makes cutting-edge technology far more attainable.
Consider: The in-house team can select and utilize core marketing tools, while partnering with an agency provides access to newer or more sophisticated solutions. This can include platforms and tools that might be cost-prohibitive to implement internally. Note: Agencies often have licenses for advanced tools, along with the expertise to use them effectively. This is critical for helping your in-house team to implement these robust solutions as effectively as possible.
The bottom line: A hybrid approach to digital marketing makes it possible for manufacturers to use the best technologies without needing to invest in them too heavily.
5) Strategic Focus and Innovation
One of the toughest aspects of digital marketing is maintaining a clear strategic focus while also being open to new ideas and innovations. This is one final area in which the hybrid model can be beneficial.
Internal teams bring an intimate understanding of the brand and long-term business goals, allowing them to maintain a strategic focus on core marketing initiatives. At the same time, third-party digital marketing agencies can inject fresh perspectives, innovative strategies, and cross-industry insights that internal teams might lack. The result is a balance between consistent brand messaging and creative innovation.
For manufacturers looking to stay true to their brand while also remaining open and adaptive, the hybrid approach to digital marketing is a must.
The Hybrid Marketing Approach is Best for Manufacturers
Manufacturers must be thoughtful in their approach to digital outreach and brand awareness. And for most companies working in this space, taking a hybrid approach is best. It provides everything manufacturers need from their marketing campaigns, including tight cost controls, openness toward innovation, a tremendous degree of flexibility, and access to both world-class technology and industry-leading expertise.
At Clarity Digital Agency, we understand the unique challenges manufacturers face as they seek success through digital marketing. Whether you’re looking to enhance your in-house capabilities, need specialized expertise for a specific campaign, or want to explore a full hybrid model, we’re here to help. Our tailored services are designed to complement your internal team, providing the know-how and resources you need to succeed. We are proud to be recognized as a top manufacturing marketing agency.
Ready to maximize your digital marketing potential with a hybrid approach? Contact Clarity Digital Agency today to learn how we can help you achieve your business objectives.
