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Our definitive guide on how to structure an inhouse agency

Previously we’ve talked about the options that businesses face, whether to inhouse their marketing, outsource to a creative agency or combine both.

We’re living in unprecedented times and as this way of working is becoming the ‘new normal’, it’s worth asking the question – is now the time to review how you manage your digital marketing?

It’s important to understand what an inhouse agency is and how they work, in order to help you make a decision on the structure of your marketing team.

What is an inhouse agency?

An inhouse agency is owned and operated by its one client – the business that you are employed by. Rather than outsourcing marketing to an agency or several agencies with different specialities, campaigns are typically worked on by their own inhouse agency.

What are the benefits?

An inhouse agency is structured in the same way as an agency but differs on cost, transparency and the work that is being produced.

The cost of running an inhouse agency is generally much lower than using an external agency, there are no overheads and mark-ups to pay. This gives you better financial flexibility when it comes to hiring specialists and running ad campaigns.

Taking your marketing inhouse offers complete control over advertising spend, marketing activities and strategy. This also makes the approval process much more efficient.

However, it is worth highlighting that an inhouse agency structure doesn’t work for everyone; both inhouse and agency solutions have both advantages and disadvantages. As a business, you should consider all options before you make your decision, such as costs, budgets, talent pool, HR implications and more.

Can I bring my marketing inhouse?

Before deciding whether to take your marketing inhouse, it’s important to understand the needs of your business. Firstly, you need to assess if you’re happy with your current agency and whether they are achieving your desired outcomes.

Analyse your current marketing spend, how much of your budget goes towards paying your external agency? Could you potentially save costs by training staff inhouse? In the current climate, managing your costs could be vital. Here at Modo25, we offer training and guidance for inhouse teams to allow them to take control of their own marketing success.

How can you structure an inhouse agency?

Figure out your organisational structure and coordinate how your new inhouse agency could be modelled. This will help you recognise what existing resources you already have in the business and how these can be utilised, as well as filling gaps that require specialist roles.

How do you attract talent? Can an inhouse agency compete with an external agency?

Creating a strong company brand is crucial when hiring, how do you differ to other agencies? Boast about your company values, offering a healthier company culture can also spark interest. We suggest creating content that shows your business in a good light and how you are a great place to work.

As previously mentioned, it’s recognised that inhouse marketing provides significant cost savings, which gives you more scope on the talent you are looking to hire. Focus on specialists in areas such as PPC and SEO, these candidates are experts in their field and can easily adapt to the business model with limited training.

If you’re interested in taking your marketing inhouse or to learn more about how we can help with supported inhousing, we will be holding a webinar on Thursday 30 April where we will explore and debate: ‘What are the pros and cons of inhousing your digital marketing?’

Here’s what we will cover:

  • When is the right time to inhouse?
  • How to find the right talent
  • How to manage and motivate an inhouse team
  • Is it cheaper to manage inhouse or with an agency?
  • KPI measurement and best practice inhouse

If you would like to get in touch with us before then, feel free to drop us an email to team@modo25.com

Abby Cooper - Modo25
Author
Abby Cooper
Abby Cooper - Modo25
Author
Abby Cooper
 
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