How to Build a Marketing Team from Scratch
When people ask me, “How do I build a marketing team?” the first thing I usually say is, “You’re probably already doing it; you just may not realize it.”
I’ve worked with a lot of small businesses that didn’t have a formal marketing department. Some had one overworked person doing All. The. Things. Others had no one at all, just a founder Googling “how to run Facebook ads” at midnight.
So, if that’s you? I see you. And this post is for you.
Whether you’re starting from zero or trying to make your first marketing hire, here’s a concrete, step-by-step guide for how to build a marketing team, even if you’re still the one holding the glue stick and the glitter.
Step 1: Decide What “Marketing” Means for Your Business
You don’t need a 50-page plan to start building a team, but you do need clarity. One of the biggest mistakes small businesses make is trying to start marketing without a clear definition of what that even means for them.
Before you start assigning tasks or outsourcing roles, pause and define what success looks like in your specific business.
Ask yourself:
- Where do most of your leads currently come from?
- What would move the needle most: Awareness? Leads? Sales?
- What channels make the most sense for your audience?
Pro tip: Your first “team” is often a mix of content, email, social, and web. But you don’t need to do it all at once. Pick two channels you can do well.
Step 2: Start with Strategy, Not Staffing
It’s tempting to jump straight to hiring help, but without a strategy, even the best marketing assistant can’t save you from chaos. Strategy is what turns a scattered to-do list into something purposeful.
Start with a basic plan that gives you direction. It doesn’t have to be fancy. It just has to be clear.
A basic marketing strategy should include:
- Your core offer(s)
- Target audience(s)
- Key messaging
- Priority channels
- Metrics to track
This is your north star. Without it, building a marketing team is like assembling IKEA furniture without the instructions (we’ve all been there).
Want the quick and easy one-page marketing strategy worksheet I use with clients to help them map it all out? Download it below.
Step 3: Identify Roles, Not Job Titles
Forget job titles for now. You’re not building a Fortune 500 org chart; you’re building a support system that helps you grow and keeps things moving.
Think in terms of functions… the actual work that needs to get done. This helps you decide what to keep on your plate and what you can hand off (eventually or now).
Here’s a quick breakdown of common marketing functions:
- Content creation – blog posts, graphics, videos
- Campaign management – launching and tracking promos
- Social media & community – engagement, scheduling
- Email marketing – newsletters, sequences, analytics
- Analytics & reporting – understanding what’s working
- Web management – site updates, SEO, UX
Now ask yourself: Which of these can I realistically own right now? And which ones should I outsource or eventually hire for?
Step 4: Get Creative with Support (Before You Hire Full-Time)
You don’t need a full-time team out of the gate. In fact, starting small and flexible gives you room to test what works without committing to a big salary or long-term hire.
There are so many ways to get the help you need without making your first hire yet.
Consider:
- Freelancers for design, copywriting, or paid ads
- Virtual assistants trained in marketing tools
- Interns or recent grads looking for experience
- Agencies or consultants for specialized projects
I’ve worked as an outsourced marketing director for teams like this, setting up their strategy, systems, and hiring roadmap. Sometimes your first “team” is just part-timers and pros on call. That’s still a team.
Step 5: Build Systems Before You Scale
Here’s the part that’s easy to ignore when you’re busy, but makes everything easier later. Good systems let you hand off work with confidence (and without 47 follow-up emails).
Even if you’re the only one using them right now, you’re laying the groundwork for future teammates.
Start documenting:
- Processes (how to publish a blog, send a newsletter, run a campaign)
- Tools and platforms you’re using
- Logins, templates, brand assets
Even if it’s messy at first, write it down. You’re building the foundation for a team that can actually run without you.
Step 6: Know When It’s Time to Hire
Eventually, you’ll hit a point where support and systems aren’t enough, and you need another human. But how do you know when that time has come? Watch for the signs.
Here are a few signs you’re ready to bring someone on:
- You’re the bottleneck in every project.
- You’re dropping the ball on key marketing tasks.
- You know what needs to be done, but not how to do it.
- You want to grow, but you’re stuck in execution mode.
When hiring, prioritize people who are adaptable, resourceful, and scrappy. You don’t need a marketing unicorn, you need someone who can figure things out and grow with you.
You Don’t Have to Build Your Marketing Team Overnight
Building a marketing team takes time, clarity, and the right people in the right seats. But it’s 100% doable, even if today you’re doing it all with a coffee in one hand and a Canva tab open in the other.
If you’re asking how to build a marketing team and feeling overwhelmed, start small. Build intentionally. And know that every step you take, whether it’s documenting a process or sending your first email campaign, is setting the foundation for a team that will support your growth.
