Agency Versus In-House Marketing for Agriculture Businesses

"Should You Hire an In-House Marketer or a Marketing Agency/Consultant?"

Making the Right Choice for Your Agri-Business

Growing your agri-business involves more than just passion and determination. You need a strategic marketing approach to stand out in a competitive market. Whether you're launching innovative products or managing an agronomy team, the right marketing approach can make all the difference. But should you build an in-house marketing team or hire an agency?

This guide breaks down the key considerations in deciding on an agency versus in-house marketing. By doing so, you can focus on growing your business with confidence.

Key Considerations When Hiring Marketing Help

Factor	In-House	Consultant/Agency
Budget	Requires salary, benefits, equipment and training with high fixed costs	Often higher short-term costs but flexible, project-based pricing that may cost less in the long run
Expertise	Skillset depends on the hire; may need training or multiple team members for diverse skills	Access to specialized expertise across various marketing functions
Management Load	Requires direct oversight, training, and career development	Agency or consultant self-manages projects and deadlines with minimal daily supervision
Speed & Execution	May take time to onboard and ramp up skills
Commitment & Risk	Long-term commitment; harder to scale down quickly	Lower commitment: easier to adjust scope or terminate engagement
Control & Integration	Full control over strategy, messaging, and collaboration with internal teams	Brings an outside perspective while aligning closely with brand messaging through clear communication and collaboration
Perspective & Risk	Can grow deep brand familiarity, but may be limited by internal thinking	Brings external insights and best practices from other industries

Every business looks different. Therefore, there’s no “one-size-fits-all” answer. Your decision to hire in-house talent or outsource to an agency comes down to several key considerations:

Budget

What’s your financial wiggle room? Hiring in-house marketers requires salary, benefits, and equipment – all high fixed costs. While agencies may seem expensive upfront, they often offer flexible project-based pricing. This might ultimately cost less in the long run.

Expertise

Are you looking for a jack-of-all-trades or a specialist? Agencies typically have a breadth of expertise. In-house marketers, on the other hand, are often tailored to your specific goals.

Time & Resources

Do you have the bandwidth to train and manage another employee? If the answer is “no” or “not yet,” outsourcing might be your best option.

Control & Immersion

You need someone fully immersed in your brand, whether you hire in-house or through an agency. An in-house marketer knows your operations inside and out, which an agency may not achieve unless you have a contractor hired as a fractional CMO.

Flexibility & Scale

If your needs fluctuate seasonally or with trends, you may want an agency. Agencies can adapt and scale quickly based on your demands.

The Pros of Hiring an In-House Marketing Team

If you’ve hired a marketing consultant or already established systems, it may be time to bring talent in-house. Here’s why it might work:

Deep Immersion

An in-house marketer lives and breathes your brand. They’re embedded within your team daily. This deep understanding enables them to craft campaigns authentically aligned with your business goals.

Control

When you have an in-house team, you hold the reins. All strategies, campaigns, and content flow through you. This level of control leads to focused, brand-centric execution.

Long-Term Growth

You’re investing in your brand’s future. Training and upskilling employees nurtures industry experts who can drive your business forward.

Ease of Collaboration

Quick brainstorming sessions or daily check-ins are much simpler when your team is just a coffee break away.

The Cons of Hiring an In-House Marketing Team

Before you post that job listing, consider the flipside:

Budget Constraints

Qualified marketers aren’t cheap. Salaries, benefits, and equipment add up. Additionally, marketing isn’t a one-person show; you may need multiple hires to cover all areas.

Limits on Expertise

A small in-house team might lack the specialized skills you need. It's challenging for one individual to master tasks like social media, SEO, and content creation all at once. Expecting this could backfire.

Tunnel Vision

Being immersed in daily operations may cloud the bigger picture. An outsider’s perspective can be invaluable for finding creative solutions or spotting growth opportunities.

Scaling Challenges

Marketing strategies change quickly. Your in-house team might struggle to respond to sudden demands, such as pivoting campaigns or scaling efforts during peak seasons.

The Pros of Outsourcing to an Agency/Consultant

If committing to a full-time hire feels daunting, outsourcing to an agency offers an attractive alternative:

Broad Expertise

Marketing agencies are like Swiss Army knives. They employ specialists who can help with SEO, social media ads, email campaigns, and branding.

Budget-Friendly (Surprisingly!)

Although agencies may seem pricey at first, factoring in the hidden costs of an in-house hire—like taxes and office overhead—makes outsourcing more economical, especially because you only pay for what you need.

No Long-Term Commitments

Not ready for a full-time hire? Agencies are flexible. You can use them for short-term projects or adjust their involvement as needs evolve.

Fresh Perspective

Agencies work with various clients across industries, offering unique insights. They can provide strategies you might not have considered merely because you’re too close to your business.

Less Management Hassle

Hiring and managing employees takes time, from onboarding to regular check-ins. Agencies can step in to execute without extensive handholding, freeing you to focus on key aspects of your business.

The Cons of Outsourcing to an Agency/Consultant

Of course, outsourcing isn’t always the best choice:

Less Control

Agencies may not know the intricacies of your business as well as an in-house hire. You’ll need to spend extra time ensuring they understand your vision.

Cultural Disconnect

Your values and passion might be challenging to convey to an outside team. Misalignment in branding or tone could damage customer trust if an agency doesn't take the time to know you.

Pricing Varies

While agencies can offer extensive expertise, they often charge a premium price. Be sure to fully understand their pricing structure.

Availability Isn’t Always Immediate

Agencies juggle multiple clients, which means they might not drop everything for urgent requests like in-house staff might.

What’s Best for You?

The right choice ultimately boils down to your unique needs and growth stage. If you're eager for someone closely aligned with your daily operations and budget allows, building an in-house team may be a long-term win. Conversely, if you need specialized expertise quickly or wish to avoid long-term overhead costs, outsourcing might yield faster results.

Still Undecided? Consider a Hybrid Approach

If you’re still uncertain, a hybrid model may offer the best of both worlds. Start with a consultant to develop a strategy, then transition marketing in-house when you're prepared. This method provides expert support upfront, preparing you for long-term growth.

If you already have an in-house marketer, consider bringing in a consultant for specialized skills or extra capacity when needed. This approach ensures you receive the right support at the right time without overstretching your resources.

Remember, marketing is not a one-off investment. Whether you choose in-house or agency support, treat it as a continuous process that evolves alongside your business.

Magpie Group's driving purpose is to provide communications and marketing support for the businesses shaping Canadian agriculture so they can have a greater impact.