If you’re about to launch a new eCommerce app, or even do a relaunch after extensive updates, you face a marketing dilemma. Should you promote your app yourself, or is it worthwhile to shell out for a marketing agency?
After all, you want your app to make a splash and acquire plenty of new users. On the other hand, your costs keep adding up and you want to save money wherever you can. And you might have just started seeing the light of the tunnel with your payment schedule with your app developers.
Every business and every app is unique. So you might come to a different decision from the eCommerce app company in the building down the block. That said, our advice is always to go for one of the many top eCommerce marketing agencies out there. Here are just some of the many good reasons for taking the agency route for your app.
1) Maximize Your Marketing Channels
Today, everything and everyone is omnichannel, from shopping to entertainment. Your app marketing needs to be omnichannel too, but that requires a range of skills. You’re probably well- versed in the importance of omnichannel, or else you wouldn’t have invested in this shopping app.
It’s unreasonable to expect any one person to be equally experienced at all types of marketing. So unless you can afford to establish an extensive marketing department, you’ll be limited by human capabilities. But when you use an agency. you’ll be able to tap into the social media expert, the email marketing expert, the native advertising expert. Even the radio, direct mail advertising, and print marketing expert, if you want!
This way, you can promote your eCommerce app on every relevant channel and medium, for not much more than the cost of a single in-house marketer who’s skilled at marketing on just one or two channels.
Marketing is still about who you know as well as what you know. A busy eCommerce marketing agency has connections and contacts in far more places than your eCommerce business.
When you use an agency for your eCommerce app marketing, those connections can be put to work for you.
With the help of a good marketing agency, you could harness support from a leading influencer in your niche, wangle a review in a highly reputable publication, or link up with another business that complements your brand and can help raise your profile with their customers in exchange for you doing the same for them.
3) Retain Your Flexibility
We’re the last people to suggest that marketing is expendable, but sometimes there are months when you’re a bit more strapped for cash than others.
It can happen to the best of businesses; UA is down, costs are up, and something has to give. When you use an agency, you can choose to scale down your marketing budget for a month or two, until revenue improves. But there’s no easy way to scale down a full-time employee.
It works in the other direction, too. You might want extra people to work intensively on a massive marketing campaign for your app relaunch, and balance it out by going easy for the following month or two. With a marketing agency, you can choose whether you want to invest more money and effort into a few big marketing campaigns, or keep your marketing at a steady simmer all year round.
4) Keep Up with the Competition
There’s no denying that eCommerce apps occupy a cut-throat world. You need marketers who keep up with all the latest trends and are familiar with cutting-edge marketing tactics.
For marketing agencies, this is their bread and butter. They are deeply immersed in the newest and brightest marketing ideas.
But your one-man marketing department or sales/marketer/customer support team might never have time for professional development.
5) Make the Most of Your Money
If you’re like many eCommerce businesses, your first thought when someone suggests using a marketing agency is that it’s too expensive. But when you think about it a second time, it’s not actually as costly as you might think.
If you’d otherwise hire a full-time in-house marketer, you’ll have to pay for benefits, vacation pay, even an extra computer and office chair can make a difference when the budget is tight.
What’s more, an agency has the latest versions of all the cutting edge marketing tools, because they use them all the time. But it might not be cost-effective for you to pay for a full marketing toolkit when your marketer would only use each tool once a month.
It’s also worth considering that good marketing should be able to prove its ROI and more than pay for itself. Poor marketing, however, will end up costing you more in missed opportunities and failed conversions than you save.
6) Your App Deserves a Top Marketing Team
It can be tempting for a busy eCommerce business to take a short cut and try to save money on app promotion, but it’s a false economy. With a marketing agency, you get access to a whole team of marketing experts, along with their connections, cutting-edge tools, and up-to-date marketing knowledge.
Using an agency gives most eCommerce businesses more flexibility, greater returns, and often lower costs than hiring a full time, in-house marketer, making it a wise choice for your eCommerce app.