How To Create The Perfect In-House Marketing Team

Marketing team

Did you know that, according to a 2020 HubSpot study, more than 75% of marketers reported that their marketing initiatives and campaigns directly impact sales and revenue? This only shows how important the role marketing has in nearly every industry or size of business. So if you’re not yet utilizing the benefits of an efficient marketing team, you’re missing out on a lot in terms of attracting new buyers and increasing brand awareness.

For most businesses, it’s often tricky to decide if an in-house marketing team is a good move. The rise in the number of outsourced marketing specialists is undeniable, and if you’re looking for ways to cut your marketing expenses, this might be a viable solution. However, if the goal is to have better control over the outcome of your campaigns and align your marketing and sales objectives, building an in-house digital agency and marketing team is the best route to take.

Building a Marketing Dream Team

Although the impact of marketing has stayed constant since its inception, its supporting tactics have undergone significant change in the last decade. Companies must develop a workforce that can keep up with these changes if they want to adapt to the ever-evolving marketing landscape.

If you’ve decided you need an in-house marketing team, congratulations. But not even half the work is complete because this is where the challenge begins. You don’t just need to create a team dedicated to your marketing strategies and campaigns—you want to ensure this team will meet your needs and align with your brand’s culture and goals.

Here are several tips that can help you build the perfect in-house marketing department for your business:

  • Identify the key roles you need to fill

If you’re building an in-house marketing team from scratch, you need to identify the key roles you must fill so your team can collectively work towards your goals. The department will be accountable for several crucial responsibilities. Building it from the ground up can be a struggle if you don’t make sure the roles won’t overlap.

The first key role you need to hire is a marketing head. This position often goes by different terms or names—including marketing director, chief marketing officer, or marketing manager. Any of these names will do, as long as the person understands their role: be in charge of the department and manage the people in the team.

You’ll also need a content writer with related industry experience. Choosing an experienced writer in the field is critical if your brand or nature of business specializes in highly regulated industries like financial and medical services. Other key roles you need to fill include a social media manager, a visual designer, an SEO specialist, a PR manager, and a data analyst.

  • Bring in skills, diversity, and equity

Did you know that diversity, equity, and inclusivity can benefit your organization in several ways? More than being a strategy, building a diverse and inclusive team in the workplace opens countless doors to more innovative ideas and better problem-solving in your marketing team.

According to Harvard Business Review, a cognitively diverse team can solve problems faster and more creatively. Suffice to say, if you want a group of marketing specialists that can bring so much onto the table, consider hiring outside of your typical network.

Hiring marketing specialists with diverse skill sets and backgrounds can help your brand reach a wider audience. Since people have different perspectives, diversity can amplify your campaign message. Furthermore, a range of skills can get more tasks done, especially when you’re not yet in the position to bring in more people. This strategy works well for small businesses looking to start their marketing team but with limited resources.

  • Invest in training and upskilling

Marketing is always evolving. What might have worked five years ago might no longer be applicable today, and strategies can become outdated too. You must be willing to invest in training and upskilling your in-house marketing team so they can grow with the industry and the changes it’s constantly bringing.

Online courses and seminars on the latest digital marketing trends are a good place to start to keep your team ahead of your competition. Invest in training and development programs that allow your employees to acquire more skills and knowledge, which can eventually benefit the organization as a whole. In addition, ongoing growth and training opportunities will keep the department challenged and engaged. Lastly, encourage your team to sign up for free webinars and online resources that can help them master their craft.

  • Support the team with the right technology

Your in-house marketing team can only do its job when they have the right technology. With so many facets of marketing utilized today, you also need to up the ante in investing in tools and technologies to complement your team’s effort.

For instance, having the right marketing automation system can free up manual time that your team can then dedicate to more complex tasks. Another tool you can use is an effective social media management solution to help you operate various social media platforms. You can also use tools to improve collaboration among the team. Improved collaboration means you or your team members can support one another with task management, team reporting, campaign tracking, and project planning.

  • Hire and build for the future

Another consideration when creating the perfect in-house marketing team is your expansion and growth plans for the business. As you hire and build the team, it’s best to plan for the future and lay out how you’ll continue to meet business needs despite the ever-evolving marketing landscape.

Take the time to refine your strategies and develop processes as you go along. If you want to remain relevant even after several years, it’s crucial to build a marketing team that has the desire to grow, engage, and be more agile. You must know where you stand and your goals when you first start your marketing department, but it’s equally important to plan what you’ll do in the future once you’ve achieved your short-term objectives.

The Bottom Line

Creating the perfect in-house marketing team is no easy feat. You’ll need to invest your time, effort, and resources to make sure you’ll end up with the best people with the right skills, attitude, and experience. No matter the size of your business, you can only benefit from an effective marketing team if you can create it from the ground up.