How Can I Ensure That Outsourced Marketing Aligns With My Brand and Messaging?

by | May 23, 2024 | Marketing

Outsourcing your marketing can be a game changer in terms of the results you can achieve in lead generation. However, a big concern, if you have been doing it yourself or using an in-house team, can be ensuring that an external team fully understands the company and creates content that aligns with your brand and messaging. With over 20 years of working with a wide range of companies, we know how important brand consistency is and have developed strategies to ensure our clients’ content is always on-brand and on-message. Here are some things to think about so you can ensure that your outsourced marketing aligns perfectly with you brand.


Choosing the right agency

The foundation of successful marketing outsourcing is choosing the right agency to partner with. Look for agencies with:

A proven track record: experience in your industry isn’t essential, unless you are in a very niche sector, but knowledge of the strategies you might like to implement plus experience of delivering them is certainly going to help.

Cultural fit: Choose an agency whose values and culture align with yours. This will result in smooth communication and collaboration.


Comprehensive Onboarding

A relationship with a marketing agency starts with a consultation, they will then create a proposal and if you are happy to proceed this should lead to an onboarding session. A comprehensive onboarding should include:

Sharing Brand Guidelines: Your chosen agency should ask you for your brand guidelines, even if you don’t have a formal set, you can provide your logos, colour schemes, fonts, tone of voice and any specific messaging guidance.

Company History: Your chosen agency should ask for an in-depth background of your company including history, mission, vision and values. The better they know your organisation, the better they can represent you.

Target Audience: Your chosen agency will ask you to share details of your target audience and again if you don’t already have this defined, they will want to know about both demographics and psychographics, plus buyer personas to ensure they can tailor strategies and messaging.


Good Communication

Effective communication is essential to successful outsourcing. Even the most experienced agency might not get things 100% right first-time round, so regular, detailed feedback is vital. Ensure that you:

Agree the best communication tools for you and the agency, this could be email chains, WhatsApp groups or possibly a project management tool like Asana or Monday.

Have regular meetings, these could be face to face or on Teams or Zoom. You may need weekly or monthly meetings depending on the scope of your marketing plan. Discuss progress, upcoming campaigns and any adjustments required to ensure everyone is on the same page.

Give constructive feedback, so the agency knows what works for you and what doesn’t.

Are open with your agency about business objectives and how you are doing on achieving them. The more information they have, the better the results will be.

Get an efficient approval process in place. Your agency should get your approval on every communication, both graphics and text. Ensure that nothing goes out without your approval.


Monitoring and Updates

The most important thing about outsourcing marketing is that you don’t just hand it over and never think about it again. To get the best results and maintain a consistent brand look and feel it is important to regularly monitor what is happening and get involved.

Regularly review blogs, social media, email, and other content to ensure consistency.

Review your statistics reports and discuss terminology and results with your agency.

Share news about new products, services or any changes in your target audience, market position or brand with your agency.


Create a Partnership

The best way to get great results from your outsourced marketing is to foster a collaborative relationship. Create a two-way dialogue; listen to their advice and expertise and share your goals and vision. Be open about your budget and any concerns you have, to ensure you get the best results.

Outsourcing doesn’t mean losing control of your brand, in fact an experienced agency can develop and improve your brand communications and give even better results.

At the Inspiration Agency we pride ourselves on becoming an extension of your team, immersing ourselves in your brand and delivering marketing solutions that truly reflect your business identity.

Get in touch to find out how we can help your brand maintain its voice and achieve outstanding results through outsourced marketing.