Small Business Marketing: What To Do In-House


According to research, over half of the marketing teams have said that the marketing that they currently do relies quite heavily on different agencies and using third-parties to get the marketing work done. The lack of an internal team for your marketing could be because of the size of your team and because of a lack of skills with your current employees. For many small businesses, being able to strike a better balance of in-house and outsourcing can help companies to grow, making sure that over time, you will be able to do everything in-house eventually. 

For marketing, some of the most common things to outsource can be developing content, social engagement, analytics, designing work, and developing a strategy. There are more and more businesses that are choosing to move more of their marketing in-house, for a range of reasons.

When you are deciding whether to outsource, then it can be a good idea to ask yourself some questions. These could include the need for change. Marketing is something that is evolving and if you don’t have a team with the skillset to make it work, then you need to think about who does have the technologies or other things in place to help. You could also think about getting trained yourself, or members of your team, with marketing courses like the ones that Pacific Training Group has. Then you will have more of an option to keep work in-house if it is relevant. Some of the marketing activities to keep in-house are:

Key in-house activities

This is a range of activities that are easier to manage yourself, such as media planning, managing any customer data, and tracking your ROI. As these are important from a strategic point of view, they can be best to keep within your business and make sure that the team knows what to do in these areas. 

Vendor selection

Vendor selection is something that is a key skill moving forward. It isn’t something that should be delegated to a freelancer but should be something that is done with your existing team in-house. It helps your business to have more control and that is a decision that should be considered yourselves. 

In-House Headcount

The points that are mentioned above are quite likely to lead to having an increase in the number of people that are in charge of your marketing unless there are other areas that you decide to outsource. This will involve the hiring of course, but it can help the business to run their marketing more efficiently and effectively, increasing the overall ROI.

You should remember to get started with these in-house marketing changes as soon as possible. These are just some starter points for you all to get started with in-house marketing, but there is a range of other things that you could consider too. It all depends on what your business is doing already, but adding new things in-house over the course of a year, for instance, could mean that within twelve months, you have so much more on offer and free up your need for outsourcing.


Vinh Van Lam
the authorVinh Van Lam
Vinh Van Lam, co-founder of ArtSHINE, is a visionary art coach and entrepreneur with a passion for fostering creativity. With a diverse background in art and business, he brings a unique perspective to empower emerging artists, enabling them to thrive in the dynamic art industry through the innovative platform of ArtSHINE.

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