In a recent episode of The Shades of Entrepreneurship podcast, I had the pleasure of speaking with Kasper Sierslev, COO of ZITE Agency.
ZITE is all about in-house – from analyzing and redesigning existing setups to crafting, implementing, and operating bespoke on-site agencies.
And their Chief Operating Officer, Kasper, is an expert in marketing strategy, and he has a new trend that is reshaping the business world—in-house marketing.
This shift has gained significant momentum, especially during the pandemic, as more businesses look to bring their marketing efforts in-house.
But what does this mean for entrepreneurs?
Let’s dive into some key takeaways from our conversation: The Rise of In-House Marketing: Key Insights for Entrepreneurs
Agility and Control: Why Businesses Are Going In-House
The pandemic accelerated remote work, and with it, the trend of companies building internal marketing teams. As Kasper pointed out, bringing marketing in-house offers greater agility and control compared to relying on external agencies.
For small businesses and startups, this means having direct oversight over your marketing efforts, which allows for faster response times and deeper product knowledge.
Example: Imagine a small skincare startup that recently launched a new product line. By having an in-house marketing team, the business can immediately respond to customer feedback about the new product. If customers express confusion about how to use a particular serum, the in-house team can quickly create educational content like how-to videos, social media posts, or blog articles to address those concerns.
This agility and product understanding wouldn't be as easily achieved if the marketing was outsourced to an agency that might not have the same level of product knowledge or the ability to respond as swiftly.
Agility is crucial in today's fast-paced digital landscape, where businesses need to stay on top of trends and be able to pivot quickly. By controlling your marketing, you can ensure that your messaging aligns perfectly with your brand values and objectives.
The Operational Complexity of Modern Marketing
Marketing is no longer only about running a single TV ad or placing an ad in a magazine. As Kasper highlighted, today’s marketing requires businesses to produce content for multiple digital platforms, from social media to email campaigns.
This shift has increased the operational complexity of marketing, with a demand for more assets and resources.
Bringing these operations in-house can be a smart move to manage costs and retain creative control. However, it’s important for small businesses to balance their resources. As entrepreneurs, we often find our teams stretched thin, trying to do everything at once.
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Storytelling and Brand Connection: The Heart of Marketing
One of the most valuable insights from the conversation was the emphasis on storytelling. Kasper explained how vital it is for businesses, especially startups, to communicate the “why” behind their brand. Customers are more likely to connect with companies that have a strong narrative, and a personal founder’s story can help build that connection.
This is also true for pitch competitions where entrepreneurs have a short time to make their elevator pitch. For entrepreneurs, this means going beyond just selling a product.
Think about the deeper reasons behind why you started your business and how that mission can resonate with your audience.
A memorable brand identity, backed by authentic storytelling, can be the difference between a one-time customer and a lifelong fan.
Strategies for Small In-House Marketing Teams
While the benefits of in-house marketing are clear, Kasper also discussed the challenges. Small teams often face the issue of being pulled in too many directions. His advice?
Focus on creating repeatable processes and frameworks to make your marketing efforts more efficient. Instead of trying to do everything at once, narrow in on what works and streamline the process.
I have narrowed my marketing focus to exclude certain social sites because my marketing was not resonating on those platforms. So instead of wasting time posting on platforms where I had limited engagment, I focused on my core marketing funnels.
As entrepreneurs, we’re familiar with wearing multiple hats, but it’s essential to set up systems that allow us to scale without overwhelming our teams.
The Future of In-House Marketing: The Role of Technology and AI
Looking ahead, Kasper touched on how technology and AI are revolutionizing the way businesses handle marketing in-house. Tools like ChatGPT are making it easier for teams to generate content ideas, while AI-driven platforms help analyze data for more informed decision-making.
However, Kasper offered an important warning: the rise of AI could lead to a “sea of sameness,” where creativity is lost. As entrepreneurs, we need to leverage technology while ensuring our brand’s unique voice and creativity remain at the forefront.
Final Thoughts
In-house marketing offers immense potential for entrepreneurs looking to take control of their brand’s story, reduce costs, and be more agile. But as with any strategy, it comes with its own set of challenges.
By focusing on storytelling, building efficient systems, and embracing new technologies, small businesses can navigate this complex landscape and thrive.
Stay tuned for more insights from The Shades of Entrepreneurship, and check out the full conversation with Kasper Sierslev to dive deeper into the world of in-house marketing!
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