Bringing your digital marketing in-house is a big decision. The promise of more control and potential cost savings is appealing, and we understand why so many businesses are considering it.
We have been on both sides of this decision – building our own teams and helping clients do the same. Depending on how much you decide to take on internally, you may need to hire several employees. Additionally, maintaining a strong digital presence across your content, social media, website, and paid advertising requires more resources and expertise than many expect.
To help you decide, here’s what to consider before you take the leap:
Content Creation is a Full-Time Commitment
Bringing content creation in-house is a full-time commitment that requires more than just a single person. It requires a team with diverse creative expertise. To maintain a consistent, high-quality presence across your platforms, you’ll need creative talent in copywriting, graphic design, and video production/editing. Your team must be skilled enough to create content that not only resonates with your audience but also ladders up to your business goals.
There’s also the cost of tools to consider. Your in-house team will need access to and experience with software for design, video editing, stock assets, and a content management system. Providing these resources will ensure your team can work efficiently and produce quality content.
Social Media Management is More Than Just Posting
Social media is often the first area businesses want to take in-house. On the surface, it seems simple, but successful social media management goes beyond just scheduling some posts. It’s a role that needs constant attention and an understanding of the changing landscape. Your team will need a deep understanding of each platform’s unique aspects to tailor content effectively.
Once a post is published, it’s important to have a plan for community engagement. Your team will need to handle timely responses to customer questions and crisis management when needed.
Paid Advertising Works, If You Know What You’re Doing
When it comes to bringing paid digital advertising in-house, expertise is a non-negotiable. Without it, you’re taking a huge gamble on your marketing budget. It’s easy to set up campaigns and feel like you’re succeeding, especially when ad platforms offer automated recommendations. However, without a deep understanding of how each of these ad platforms truly works, much of your spend could be going to waste.
This risk is especially true in the agriculture industry, where reaching a niche audience is often desired. Poor campaign setup, a lack of conversion tracking, and limited analytics knowledge can drain your ad dollars without delivering results. Ad platforms tend to favor broad keywords and general interest targeting, but can severely limit your ability to reach your audience. However, when managed with expertise, paid digital campaigns can be extremely effective at driving real results and moving the needle for your business.
A Great Website Takes More Than Good Design
Your website is more than just an online brochure; it requires continuous technical oversight and strategic development. This involves more than just an understanding of web design. Your team must have the technical expertise to manage the back end, ensure security and maintenance are up to date, and ensure fast performance.
Equally important is SEO. If you’re site isn’t optimized, your audience may never find you, especially in agriculture, where customers are often searching for very specific products or services. Regular content updates, site speed improvements, and mobile responsiveness are all strong SEO practices that take expertise.
We understand that making this transition can be daunting. Our goal is to be your partner. Whether you need help onboarding a new team, providing specialized training, or taking on specific aspects of your digital strategy to fill a gap, we’re here to support your success. Let’s discuss how we can work together to ensure your digital management goals are met.
