Hiring an in-house marketing team vs. using BBB’s Marketing Solutions

Here are 5 questions to ask first

If you’re among the 49% of small businesses in the U.S. with one to four employees, assembling your own in-house marketing team might seem out of reach. But for BBB Accredited Business owners, there’s always something to keep in mind:

You have an on-call marketing team with BBB’s Marketing Solutions.

Still, for businesses looking to grow, you might have wondered: Is it worth it to hire your own in-house marketing team? To break it down, we’re exploring five questions you should answer first, and then taking a look at how BBB compares to having an in-house marketing team.

1. Do you have clear strategies and goals in place?

Closeup shot of two businesspeople going through paperwork in an office

First things first: Your brand needs to set clear objectives if you’re hiring new team members to market your products or services. Think of these goals in terms of what you want to grow. Are you launching a new product? Boosting sales? Growing your audience? Setting clear goals, budgets and marketing channels are all part of determining the level of marketing support you need.

Secondly, you’ll need to determine how you want to measure your success. Here are some key performance indicators (KPIs) to monitor: 

Website traffic
Lead generation
Customer Acquisition Cost (CAC)
Customer Lifetime Value (CLV)
Return on Investment (ROI)
SEO performance
Engagement metrics for digital ads and social media
Customer feedback

2. How fast do you need to address marketing needs?

Speed is always something to consider when deciding whether to assemble your own team. If your business is constantly adapting to new market or industry changes, analyzing data, or creating real-time content for current trends, an in-house marketing team is better equipped to be nimble.

If, on the other hand, you can plan ad campaigns and marketing initiatives in advance, BBB’s Marketing Solutions can step in any time to help.

 

3. What is your company size and growth stage?

If you’re in the process of scaling up and need a dedicated team to manage marketing in-house, having your own marketing employees could be handy. As an example, think of big, recognizable brands with multiple TV, print or online ads. Those companies need dedicated teams who can interact with other departments to align their marketing plans.

If you’re running a local, small to medium-sized business, weigh your company’s growth with the need for a scaled-up marketing department.

 

4. How much would a marketing team cost?

The structure of a marketing team

A small marketing team can be made up of two or three people, but keep in mind, you’ll need to prioritize skills that make sense for your organization. Marketing tasks could involve expertise in digital marketing, content creation, social media management, SEO or data analytics.

To investigate how much it would cost to hire a full-time team of creatives, here are some of the average annual salaries for essential marketing jobs according to Indeed*:

*Keep in mind, market rates could vary depending on where you’re located, as well as factoring in your provided benefits and other associated employee costs.

Cost of technology, tools and training

Additionally, you’ll need to budget for the resources your team will use. Ideally, you want to keep current on trends and technologies that place your team on the cutting edge. Here are some considerations:

  • Technology and space: From laptops to video production gear to office space, your crew will need the physical equipment that’s necessary for the job.
  • Marketing software: The right marketing apps, platforms, programs and digital tools and will be critical in enabling your team to execute their strategies effectively.
  • Automation and analytics: To streamline processes and measure the performance of your marketing campaigns, you might consider using automation or analytics platforms, customer relationship management systems (CRM), or content management systems (CMS).
  • Training and development: As marketing trends change, you’ll want to consider budgeting for continuous learning and development for your team.
  • The cost of paid advertising: Digital ads, billboards, social ads – they cost money. Whoever is in charge of your marketing efforts needs to know what kind of budget they are working with before creating a marketing plan.

 

5. Should you go with BBB’s Marketing Solutions or hire in-house?

This choice doesn’t have to be exclusively one or the other. You might consider a hybrid approach, where someone on your team handles social media posts and ads, while also working with BBB to launch a Google Ads campaign.

Assuming you’ve answered the questions above and are still weighing whether a marketing team is in the cards, here’s a comparison of what to expect with both options. 

Final thoughts

Assembling an in-house marketing team is a big decision that requires careful consideration of your goals, the urgency of your marketing needs, your company's growth, and all the costs that come with it.

On the other hand, BBB Marketing Solutions are not only effective, but readily accessible because you’re running a BBB Accredited Business. From digital ads to billboards, these offerings are customizable, cost-effective, and consistent with current market rates. On top of it all, you’ve got a trustworthy team of experts dedicated to putting trustworthy businesses like yours in the spotlight.

If you want to put the wheels in motion for your next marketing campaign, our team is ready to help you get started.

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