4 Challenges of Keeping Marketing In-House
An unlimited marketing budget is only ever going to be a dream, and most young companies keep everything in-house.
Using multi-talented employees costs less than outsourcing your marketing, but there are other advantages, too. The main pro is that you and your employees understand your company better than any consultant or marketing company. However, you may need to invest in software tools to help handle particular challenges.
1. Graphics Creation
You need graphics, but graphics creation is expensive once you start to employ a designer. However, you can find tools that will let you create all your graphics yourself; from website and social media posts to animated ads.
Your team can make website changes, set up social media posts and design ads online with the right tool, all without the extra cost of hiring a design specialist. A modern drag-and-drop interface will allow anyone to produce attractive ads and other graphics in minutes rather than days. The best software includes the ability to produce animations that nobody can ignore.
Split testing is crucial to high conversion rates, but only happens if graphics can be changed in a few seconds. This is an area where DIY graphics tools win out over professional design because iterative changes won’t happen if you have to send two emails, then wait for a designer, then for the invoice, and only then get the changes in place you need.
2. Data Analysis
Yes, you can use Google analytics, which can give you massive amounts of data, but nobody could ever claim that Google’s data tools are simple to use.
Ideally your apps will include all the data analysis you need so you can compare different versions of your marketing releases to see how well each one converts browsers into buyers. Your application should also have a built-in means of measuring of statistical confidence, so you know how reliable your results are likely to be.
If you have all the data then conversion rates pop out at you, and you can quickly choose the best version of a graphic, blog post or social media post.
Your marketing team members require continuous training in every aspect of marketing if they are to be first-class generalists rather than mediocre interns.
Everyone can write, everyone can use graphics, and everyone can produce website designs that work, but very few untrained employees can produce the great articles, landing pages or graphic design that customers have come to expect.
Mediocre marketing materials will not help your bottom line in today’s crowded marketplace. Slapdash writing, sloppy graphics and slow web pages will all leak prospects from your marketing funnel before they get to buy any of your products or services.
Your writers need training in story-telling and your designers require training in typography and the various elements of graphic design that you expect them to work with. Training employees requires substantial investments of time and money, so you need to know your investment is going to guarantee results.
Making careful decisions regarding the software you invest in can reduce employee training needs because an intuitive application interface has a faster learning curve.
Highly skilled markers are in high demand, and you will lose some staff members. You can minimize staff churn by adopting a transformational management style where you emphasize the professional development of everyone on your team.
An employee’s pay packet and other financial benefits represent only part of their reward for working in your business. Business owners often overlook job satisfaction is as a motivational factor, yet the differences between two companies usually come down to management styles.
Respect for each employee’s opinion and contribution to the team effort goes a long way to ensuring high morale and low staff turnover.
If everyone enjoys their time at work are less likely to be tempted by higher pay if it means working with a new employer who has a bureaucratic or dictatorial management style.
The Short Version
In-house marketing has many advantages, including:
- Better communications
- Improved feedback from your sales people
- Quicker turn-around time for any graphics
- Better understanding of the company
- Better visualization of the target profile
- Lower costs
- More flexibility
There are challenges, but you can overcome them with the right software, good management and exemplary team leadership skills.