THE BLOG
12/29/2014 06:03 pm ET Updated Feb 28, 2015

3 Things the X-Men Know About Digital Marketing That You Don't

The X-Men are a team of heroes brought together to create a world for mutants and humans to co-exist peacefully. Look harder though and you'll see three habits of the X-Men that can help your digital marketing.

1 -- The sum is greater than the parts -- As individuals the X-Men are some of the weakest super heroes around. Cyclops, Iceman, Wolverine and the gang all have various weaknesses. Some just don't have a lot of ability (Iceman would be useless in a sauna) and others have serious personality issues (Wolverine). However, as a team they can defeat any slew of bad guys.

Your digital marketing team should be a diverse group of people. A digital marketing strategy may involve getting leads from online marketing, web design, e-commerce, infographics, social media and content marketing. Getting all of those things done requires a lot of different experts.

2 -- They practice hard -- The X-Men all live at the same academy. That academy's business is a world-class facility aimed to help mutants maximize their talents. It's the fabric of what they do.

If you're not a digital marketing agency then you don't need a lot of digital people in house. Larger organizations (publicly-traded ones) may be an exception, but even they have agreements with third-party marketing agencies. You need people to map out a marketing strategy specific to your business and leverage agency resources to get things done. But your team will never improve unless you have a huge variety of work and not just the same repetitive work over and over again. Agencies are where the best copywriters, designers, developers and marketers go to get reps. One minute they are helping a city get more visits and the next they are helping a non-profit arrange a fundraiser. Just like the best doctors are at hospitals and best lawyers practice at the best law firms. The agency doesn't know your business as well as you do, but they don't need to. You know marketing and you know your business. You should pay for the agency's activity and ability to get things done.

3 -- They have amazing leadership -- Professor X himself has limitations (particularly in hand to hand combat), but he knows what needs to be done to get the team closer to their goal. He also knows how to find, recruit and weed out the best mutants for his team.

You, as the marketing expert at your business, are Professor X. If you are in charge of marketing a grocery store (or a chain of grocery stores) you know what needs to be done, have lots of ideas and a plan. You need a team to assist you long-term that's flexible enough to make changes to the plan. The value is in your plan and your mind. Not the implementation of it. Anyone can implement a plan if it's mapped out properly. That is another strong reason to hire an agency for implementation. They have all the resources, availability, skills and people to implement or adjust your plan on the fly when needed.

Consider this, everyone remembers Shah Jahan as the creator of the Taj Mahal. Not the thousands of people who laid the bricks on it for 20+ years. For the cost of a full-time employee you can get access to an incredibly agile marketing agency and all of its resources full time and for a year. Why wouldn't you go for it?

The X Men are the world's greatest super team. They have a team that works together, trains together and is fueled by a great leader. The only way they could achieve their goals is through teamwork and a slew of skill sets to pull from.

Kind of like your digital marketing.