How to Create a Strong In-House Marketing Team

Published December 12, 2019

The world we live in today is highly digitised. Entire companies operate remotely without employees ever seeing each other face-to-face. While this may be convenient, nothing beats having powerful in-house employees on your side. These teammates can internalize the company’s mission statement. They’ll feel a sense of ownership and pride when it comes to their projects.  An in-house marketing team will live and breathe your company culture. They’ll share the same passion for growing your business. And, best of all, they’ll help develop the sense of camaraderie that every business benefits from.

However, creating a passionate and engaged team can be challenging, particularly when there are so many other priorities to manage. Keep reading our guide to learn how to create a powerful marketing team for your business.

  1. Pick the Right People

Your in-house marketing team needs to consist of the right people with the right skills. At this point, you should know what it is you’re trying to achieve with your marketing strategy.

Ideally, each member of your marketing team will have their own specialty. If you’re focusing on online growth, you should consider adding an SEO expert to your team. They’ll be able to help you improve your website’s organic rankings. If you hope to create a cohesive brand, your team should have a brand marketing expert. Are you trying to use e-mail marketing to increase conversions? Someone adept in lead conversion will be an asset to your team.

It is, however, rare to find one person that has all those skills: if your budget is tight -prioritise the marketing discipline that fits closest to your business requirements and outsource the rest until you are ready to increase your headcount. It is imperative, though, that each team member understands how your strategy all works together. Why? Because consumers are engaging on multiple channels and each touchpoint needs to reinforce your brand.

  1. Spend Time (and Money) on Training

Digital marketing is everchanging. PPC strategies that worked in 2019 may not be as effective in 2020. PPC is just one facet of marketing that is always changing and evolving. You have to be willing to spend time and money on growing with the industry. This is how you can ensure you’ll have the most effective team and marketing strategy.

You’ll need to invest money in continuing training for your team. Seminars and online courses are easy ways to keep your team on top of the changing trends. It’s also an effective way to retain your best performers, research shows that employees tend to stay with a company longer if the company invests in their training and development.

  1. Foster Company Culture

Advertising spending reached over £19 billion in 2018 and is on the rise. Marketing agencies aren’t going anywhere anytime soon. Companies need to make themselves appealing to attract the best potential employees. Fostering a vibrant company culture is one way to do so. The company culture is the personality of your company. It includes the working environment, mission statement, values, and goals.

Creating an employer brand is crucial in this post-digital era, for growing enterprises managing brand reputation is a marketing activity often overlooked. But time spent managing your business profile on certain channels such as Glassdoor and Linkedin can pay dividends in the long term.

When your employees can identify with clearly laid out company values and goals. When your employee’s values are in line with the company’s, everyone thrives. Best of all they grow to become advocates of your brand long after they have moved on.

  1. Be Clear With Objectives

Seventy-three percent of U.K. employees report feeling disconnected from their work. Disengaged employees are less likely to hit goals. Productivity takes a hit with some estimates showing disengagement costs the UK £52-£70 billion a year.

When hiring for your marketing team, be clear with job objectives and descriptions. As mentioned earlier in this article marketing is an ever-changing landscape, understanding the skills sets required and the different disciplines involved can be a minefield. If you’re starting out consider hiring a marketing agency to help you figure out what skills you need to build your business, whilst at the same time get the help you need to drive growth. Certain agencies can even help you with recruitment, as well as setting marketing KPIs to help you manage the performance of your team – the trick is to find a marketing agency you can trust.

Create Your In-House Marketing Team

Marketing is embedded in everything that we do, businesses cannot afford not to invest time and money into marketing. An ad agency or team of in-house marketing professionals is a necessary part of growing your business. Depending on your starting point and experience in marketing, each approach can add value at key stages of your business growth.

For businesses starting out or seeking to expand their marketing expertise a pay as you go marketing option is a good place to start. You get access to a strong team of digital marketing experts across all the key disciplines and as your marketing improves you will have sufficient knowledge to decide which aspects of marketing you wish to build in-house and those that you would continue to outsource to an agency. It’s a win-win scenario that mad4digital have pioneered over the years with a range of clients. To learn more about our collaborative, transparent and flexible approach to marketing get in touch.