Cost cutting: save money by bringing your marketing in-house

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Date: 28 June 2021

A pair of scissors with the phrase cut

One of the most important factors in business success is your marketing strategy. After all, if you want to attract customers, they need to be aware of you and what you have to offer. But this can prove a costly exercise, with a significant portion of your budget going towards advertising agencies and marketing specialists.

The idea of cost cutting is a beneficial one when it comes to improving your business profit margins. Taking your marketing in house may seem like a daunting task at first, but not only is it a simple way to cut costs, but it also helps you regain control over how people perceive your business.

Here's our guide on how you can bring all your marketing in-house.

Optimise your social media presence

According to the latest statistics, a third of all online businesses take care of their marketing in-house. This is because, via growing an organic social media presence, they have direct control over their brand's image.

Many businesses still outsource their social media to a third party but bringing it in-house has untold benefits. Firstly, you'll be able to accurately and consistently represent your business across all social media channels, directly growing your audience across Facebook, Twitter, Instagram and more.

Most importantly, this will enable you to communicate directly with potential customers and build an organic relationship. Rather than leaving this to a third party, it will help you understand your clientele more, and be able to build your marketing strategy around this.

You can also do this via your website, where you will have access to customer's transaction data. You'll be able to discover which demographics are regularly buying which items, how long they are browsing the site for, and much more.

This will prove paramount if you want to initiate a more direct marketing campaign. You can do this via personalised marketing; you already know who your regular customers are, now you can use targeted marketing to identify other shoppers like them.

This can include buying advertising on social media to target your key demographics. From here, you can develop your personalised marketing strategies, to directly tailor a strategy to keep your customers coming back.

Bring print marketing in-house

It may seem like we're in a fully digital world, but you still need to build a brand presence outside of social media. If you're a new business, the trick is starting local, to ensure your marketing is seen by the wider community.

This can include sending mailers and more extensive pamphlets out to the local community. Just make sure you give readers an incentive, so recipients don't simply bin it straight away. A money off voucher is a tried and tested trick to make people aware of your business.

And there are other ways to get people to remember your business after they've made that first trip. Think about imaginative in store signage, or business cards that can be handed out to customers with every purchase.

You can pay to have these made externally from your plans, or you can make them in-house. Just make sure your printer is well stocked with ink and toner cartridges before you start!

Group marketing brainstorm sessions

One of the challenges that comes with bringing marketing in-house is that you may not be seasoned marketing experts. But coming up with a strategy to raise awareness of your business is a lot easier when approaching it as a group that all staff can participate in.

A vital early step is a group brainstorming session, where everybody can share their best ideas of how to promote the business. This is a great way of generating ideas and delegating specific tasks.

For example, is there someone on the team who is an avid user of social media? Then use this to your advantage and make them responsible for a winning digital strategy.

Does somebody on the team have more of an artistic flair? Then ask them to mock up a few designs for potential business cards and mailers so you have something to work from.

Taking marketing in-house may sound difficult but utilising the diverse array of skills on your team will prove beneficial to creating a professional and engaging marketing strategy.

By following these steps, you will easily cut costs and be able to take control of your brand.

Copyright © 2021 Article was made possible by site supporter Rachael Matthews.

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