Are you wondering if you should use an agency to help with your messaging? What else will they bring to the table that your internal team can’t?
Messaging forms the foundation of all your marketing activities, so it’s key to get it right. If your messaging is weak, you risk confusing customers by failing to engage them or differentiate yourself from your competitors. The result? Missed sales.
Given its importance, you might be considering bringing in the experts but aren’t sure if it’s worth the investment. After all, will paying an agency necessarily result in better outcomes? It’s totally understandable to feel that way.
In this article, we’re going to cover why you might bring in an agency, Freelancer or instruct your in-house team to work on your messaging so you can decide which path is best for you.
A fresh set of eyes
After working on your messaging over time you can become blind to its problems.
This is where a fresh set of eyes can be beneficial. An agency will be able to look at you’re messaging with a new perspective, elevating and simplifying what is likely already there.
An agency doesn’t just see a product; they see a story that needs to be told. They cut through the complexity and home in on what matters most to your customers and the solution you offer. This fresh outlook helps to ensure that your messaging is clear, impactful, understood in seconds and above all, connects with your audience in a meaningful way.
Specialist knowledge and experience to avoid common pitfalls
Marketing agencies possess a wealth of knowledge and experience that elevate your messaging to new heights.
Often agencies will have team members who are specifically trained in structuring effective messaging so that it immediately connects with the right audience. They can effectively turn complex medical jargon into simple audience appropriate language that resonates.
Another great differentiator is the number of messaging projects they have completed, each one expanding on their experience of what works and what doesn’t. Working with the right agency can give you access to this knowledge, so you don’t fall into common but avoidable pitfalls.
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Practical materials to boost the adoption of your new message
When a marketing agency works on your message, they do more than just deliver a tagline.
They provide a playbook that’s clear, concise, and incredibly practical. This isn’t a generic playbook; it’s created based on your specific messaging.
It’s designed to train your internal team, not just in the ‘what’ of your messaging, but the ‘how’ and ‘why’. This is designed to train your team on the implementation of your messaging, so it is consistent relayed across internal and external audiences. This will rapidly improve how quickly your new messaging gains traction as all audiences will hear, read and see the same messaging every time.
Other options?
However, turning to an agency to help solve your messaging needs might not be the best course for you.
There are other options. From contacting freelance marketers to using your own in-house team, there are lots of alternatives for you to consider.
This section of the article will run through the benefits and drawbacks of these other two options.
Using your own in-house marketing team
When it comes to using your In-house marketing team to create messaging there are positives and negatives. With your own team, you’ll have complete control over your messaging, making sure that it aligns perfectly with your company objectives. However, you are limited by your team’s experience and knowledge. Your current team members might not have experience in messaging, causing them to fall into common pitfalls.
On the other hand, your marketing team is already integrated within your company and will have excellent knowledge about your industry, product and company. This means that you can create a very targeted messaging.
On the flip side, your team will already be working on other marketing projects and might not have the capacity to take on a messaging campaign, or by doing so, other business growth initiatives will have to be pushed aside.
Reaching out to a freelancer
Freelancers come from a great pool of talent that you can use to help get your messaging project up and running. One of the main benefits of using a freelancer to help create a messaging campaign for you is their flexibility. Freelancers allow you to scale your efforts up or down based on project needs without the long-term commitments associated with full-time employees.
Another benefit of reaching out to freelancers is that you can find highly skilled people who specialise in your area or industry. Working with people with this knowledge will uplift your messaging campaign and allow you to target a specific industry audience. They’re also a very cost-effective route to take for short-term projects. This way you’ll be investing in skilled work on a project-by-project basis rather than a full-time salary.
On the downside, if you’re working with one or more freelancers then project coordination may fall to you. Bringing in different specialists who haven’t worked together before may cause a breakdown in communication and cause problems to your workflow.
They also might be unfamiliar with your brand voice. Phrases, sentence structure and grammar might be inconsistent with your branding and cause problems for your audience. Another problem you may need to navigate with freelancers is their time management. Freelancers might be working on projects for other clients simultaneously, causing delays in your own project.
What happens next?
Whether you’re bringing an external marketing agency on board or working with a freelancer, it’s a strategic move that can significantly amplify the impact of your medical device messaging.
With their specialised expertise and fresh perspective, they’re uniquely equipped to craft a narrative that resonates with your audience, breaking down complex concepts into engaging stories.
By providing a finely tuned playbook, they empower your internal team with the knowledge and tools for success. Ultimately, choosing an agency with a specialisation in your field isn’t just an advantage—it’s a pivotal decision that can set the tone for the entire campaign, ensuring that your messaging is as impactful as the medical devices it represents.
However, this isn’t necessarily the right choice for everyone. Other options such as freelancers or building your own in-house marketing team are both viable alternatives.
The most important thing is finding the right people with the right skills to help you update your messaging, as it is the cornerstone of all your branding and marketing.