Paul Hart Written by

Why an In-House Marketing Manager should have a little black book and who should be in it?

Posted on 11th October, 2017 in Marketing

We don’t want to imply you can’t do it all, but as The Beatles said, “I get by with a little help from my friends.” And if you’re a marketing manager, who should those friends be? Every marketing manager should have some backup waiting for them in their little black book for when a crisis (or even just a normal Tuesday) strikes.

So who should you have on hand when you need a helping hand? We crack the cover on a little black book and take a peek into who a marketer might need.


A designer is good to have on hand and not just when you need to make something look pretty. Anyone can add clipart to a Word document, but when it comes to designing posters and invitations for an event or creating pdfs for a proposal, a trained designer will add a professional touch to anything visual. Having a designer you can count on will make your digital and print assets stand out more than if you had done them yourself and will keep your brand consistent and looking sharp. They will also help save you time, freeing you up for all those other marketing specific tasks that keep you busy.


Sometimes your website needs content updating and you can do it yourself but generally anything more difficult than cutting and pasting into a content management system will require a webmaster or developer. As browsers change, websites might break but a developer will know what needs to be done to fix it. That’s because they work with code day in and day out and can fix problems quickly and easy. It’s also good to have someone on speed dial who can fix your website if it gets hacked or goes down (change your passwords regularly!). This is kind of like getting a mechanic to fix your car. Yes you could do it yourself but a developer is going to fix it right the first time without risk of further damage.

Digital Marketer/SEO Expert

Being able to do things for yourself is a common theme here, but again a digital marketer or SEO expert is going to be a professional in digital marketing and SEO. While it is something you can learn to do, a professional will be able to get you the results you want without having the after work YouTube sessions trying to figure out the best way to do keyword research or run Facebook ads. So when results matter it’s best to get a professional.

Analytics/Data Expert

Even if you do your own digital marketing, it helps to have someone on your side who can interpret the results so you can understand what is working and what isn’t. An analytics or data expert can take the individual points of data and illustrate the whole picture through data. If you don’t know what is making your marketing success, you risk wasting money and time in fruitless ventures in the future. An analytics expert will prevent that from happening by being able to report on the cause and effect of your marketing plan. While regular reporting is ideal, even one off reports can offer insight.

You get by with a little help from your friends



There are many benefits to hiring a copywriter, instead of always doing the writing yourself. While a copywriter probably isn’t something you can afford for everyday projects, but is worth having on hand when  you are launching a new website or redoing your brochures. Copywriters offer a fresh take on your content on a topic you are too close to because you are constantly looking at it. They know how to write persuasive content that can breathe life into the dullest industries (there are no dull industries, only dull writing). And sometimes it’s just nice to have a break from writing!


If you don’t work with a designer (which we of course would suggest first), having a top quality printer can save you time and money. If you’re not a designer by trade it can be difficult to know how files need to be sent for print as well as what the difference between stocks are, matte or gloss or digital or litho printing. Rather than sweating about making a decision, a reputable printer will help you navigate the labyrinth of print options to make sure you get the print job you want without having to pay to have them reprinted because you made a mistake.  

A full service agency

And if you need more than one of the above professionals, chances are a full service agency might be the best value for money. Not that working with freelancers isn’t a good option (it definitely can be!), but working with a full service agency means you will have the expertise of everyone in the office. It also helps with project management as the staff will be used to working together and communicating whereas working with a set of freelancers means you will be responsible for the project management and coordination that goes along with that. So if you only use the designer from an agency, chances are if you have questions about your website or digital marketing, they’ll be able to help you out.


Even if you don’t have everyone in house, there’s professionals out there that can make a difference to your marketing. Having them on hand can boost the growth of your business as well as give you the extra time you need to plan strategy and manage your staff team. So don’t be afraid to enlist the help of friends if you need it!

If you’re looking for professionals that make the difference to your business, get in touch! The Cargo team are waiting to work with you

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