How to Do More In-House Marketing
OUR GUIDE TO
If you’d like to generate more profit, reduce costs, and start doing more effective marketing today, read on for our guide to in-house marketing.
WHY DO MORE IN-HOUSE MARKETING?
Immediate Results: The more you can do in-house, the faster you will be able to generate and execute ideas, experiment with strategies, and react to market changes. That means immediate improvements in your marketing.
Increase Profit: By doing more marketing in-house, you'll save money on outside costs, and start immediately implementing more effective marketing techniques. That means more profit, quickly.
Long-term Value: By doing more marketing in-house, you'll build institutional knowledge and expertise. Your team will be able to think long-term and build value for your organization that can grow for years to come.
Looking to do more in-house marketing, but need support to get your strategy and team in place? Check out our Marketing Guidebooks.
OUR GUIDE TO DOING MORE IN-HOUSE MARKETING
1. DESIRES & GOALS
The first step to doing more (and better) in-house marketing is identifying the Desires of your organization and your specific Goals.
Where Desires are more general and directional (“We want to build awareness of our brand”), Goals are specific and measurable (“We want to increase leads captured through our website by 50% in six months”).
Why does this matter? If you want to do more marketing in-house, you’ll need to know how your success will be measured.
A general feeling of accomplishing more is helpful, but it doesn’t tell you if what you’re doing is really working. Before you set out to expand your team, take on more responsibilities, or bring on a new partner, decide on specific, measurable goals you want to achieve that will get you closer to your ultimate desire.
2. ENDS & MEANS
It’s an old strategic doctrine that you should adjust your ends to your means. Meaning, establish your goals based on what you can accomplish—an ambitious but doomed goal will do your company less good than a modest but certain success.
Why are businesses doing more marketing in-house? HBR.org compiled a few of the major reasons.
This means establishing goals that will motivate, not demoralize your team. And it means taking on in-house projects that can be executed well and continuing to outsource or partner on more complex tasks.
By creating meaningful and measurable goals that your team is prepared and equipped to accomplish, you’ll build a stable of successes and confidence that you can continue to build upon.
3. THE RIGHT PLAN
A marketing plan that can’t be implemented isn’t a plan—it’s a wish.
So, first, create a plan for how you will scope, resource, implement, and measure the project or responsibility you want to bring in-house.
Then, divide the project up into a timeline based on priority with each task building toward the next. For instance, write the website copy first, and then the ad copy — you’ll ensure it’s polished and ready for the world, and by starting with your website, you’ll have time to catch mistakes.
Our Marketing Guidebooks can provide guidance and support to create this plan and help implement it. We can help you determine the scope of your project, the right resources and equipment you’ll need to get it done, and the correct strategy to ensure measurable success.
4. GETTING IT DONE
As the saying goes, agreement is easier than action. Once your plan is in place, it’s time to get it done.
Make sure you and your team have set aside the appropriate amount of time to accomplish the tasks in front of them. Gather and inspire your team — you don’t have to do it all yourself, and often someone else should be doing it. Look for volunteers — there are almost certainly other people in the organization itching to take on a larger role.
Just as importantly, set achievable milestones and check-ins for your team (or even just yourself if you’re a team of one) to celebrate wins and accomplishments. Success can hide a lot of things — including itself.
Make sure you’re noticing when you’ve hit a milestone or checked something off of your list — that’s what success looks like.
5. MEASURING SUCCESS
Speaking of success, how will you know if you’re succeeding? First, make sure your goals are actually measurable (better, more, leader, top, best are not measurable phrases).
Then, build your plan and your strategy to work backward from those goals. If your goal is to increase leads captured on your website, build a strategy that considers all the variables that could influence that number, such as your website’s UX, copy, and design, your paid traffic and referral traffic, your social media strategy, and your SEO and PR tactics.
Then, measure whether adjusting the copy had any effect, or if adding more links to your Facebook posts increased referrals meaningfully.
In our Marketing Guidebooks, we help businesses break each of those variables up into tasks and to-dos and provide support and guidance on implementation and measurement.
The important thing is to make sure you’re capturing all the various ways to achieve success and measuring the effectiveness of each tactic you implement. That way, you can see if it’s moving you toward your ultimate goal.
6. ADAPTING & UPDATING
Few marketing plans survive contact with the outside world completely unscathed. That’s why it’s important to keep it updated and alive.
Something as simple as building it in a Google Doc can ensure that it’s kept updated with current customer information, sales data, and advertising samples. A marketing plan or strategy delivered in a PDF will rarely get referred to, let alone updated regularly.
Creating calendar appointments to update your measurement dashboard will ensure you keep progressing toward success.
If you go a month or two without consulting your plan, that may mean you’ve simply graduated beyond it. But set yourself a reminder to keep checking in — good ideas can often get forgotten.
READY TO START?
Ready to start doing more marketing in-house? If you’re embarking on a new project or considering moving some responsibilities in-house, we'd love to chat.
We help business owners and marketing executives do more marketing in-house and improve the quality, speed, and effectiveness of their in-house marketing. Our Marketing Guidebooks focus on achieving clear, measurable, revenue-based goals for our customers.
Instead of outsourcing your marketing to a team that doesn’t understand your brand, your customers, or your competition, we provide you with the right tools and knowledge to create marketing that’s more effective, more affordable, and more you.