Should you do the marketing for your business?

March 20, 2024

In the ever-evolving business landscape, marketing plays a pivotal role in determining a company’s success. For small business owners, the question of whether to handle marketing in-house or outsource it is a crucial decision that can significantly impact their bottom line.

Business owners doing their own marketing has become increasingly popular due to the accessibility of online tools and platforms, such as Canva, Photoshop, Instagram, and Facebook. However, that does not mean it is the right choice for every small business owner, especially when considering their goals and resources.

Here are the “Pros and Cons” all small business owners should be aware of before they ultimately decide if giving marketing a shot on your own is the right choice for them:

The Pros of doing marketing yourself:

1. Cost-Effectiveness:

One of the most apparent advantages of going on your own is its cost-effectiveness. Small business owners often operate on tight budgets, making every penny count. By taking marketing matters into their own hands, entrepreneurs can save on agency fees and allocate those resources to other critical aspects of their business, such as offering employees a small bonus or raise.

2. Hands-On Understanding:

Managing one’s own marketing efforts provides small business owners with invaluable hands-on experience. Small business owners who actively engage in marketing activities gain a deeper understanding of their target audience, market trends, and the effectiveness of various strategies. This knowledge can then be leveraged for years to come to make informed decisions that resonate with their businesses’ unique needs.

3. Flexibility:

Doing your own marketing allows for quick adjustments and adaptability. Small business owners can respond promptly to market changes, customer feedback, or emerging trends without the communication and production delays they may experience when working with external agencies. This flexibility enables them to stay relevant and competitive in rapidly changing market conditions.

4. Authenticity and Personalization:

No one understands a business better than its owner. Doing your own marketing allows small business owners to personalize their marketing materials to authentically fit their brand. This authenticity can resonate with consumers, fostering stronger connections and brand loyalty. Personalized marketing efforts can help small business owners make their businesses stand out from their competitors.

5. Control Over Brand Image:

Maintaining control over one’s brand image is crucial for small businesses. Providing your own marketing services ensures that every element of the brand’s messaging aligns with the owner’s vision. This control is essential for building a consistent and trustworthy brand identity in the eyes of consumers.

The Cons of Doing your Own Marketing:

1. Time-Consuming:

Effective marketing requires time and effort, which can be a significant challenge for busy small business owners already handling a multitude of responsibilities. Crafting compelling content, managing social media accounts, and analyzing campaign data demand substantial time investments that might detract from other critical business operations.

2. Skill Gap:

Not all small business owners possess the expertise required for effective marketing. Digital marketing, in particular, involves many technical skills, including SEO, social media management, content creation, and data analysis. Without proper training, the doing your own marketing approach may lead small business owners to achieve less than optimal results.

3. Limited Resources:

Small businesses often experience a lack or restriction in resources both in terms of marketing personnel and tools that larger marketing agencies can easily provide. This limitation can delay the implementation of small business owners’ marketing strategies and limit the reach and impact of their efforts.

4. Risk of Inconsistency:

A lack of consistency in messaging, branding, or posting schedules can quickly diminish or restrict the impact of marketing efforts. Small business owners managing their own marketing may struggle to maintain a consistent and cohesive brand image across various channels as well as a consistent production and distribution schedule. If this occurs, the marketing efforts may quickly end up being a waste of their valuable time and money.

5. Missed Opportunities:

Business owners that are trying to do their own marketing may inadvertently lead to missed opportunities for small business owners. In the rapidly changing digital marketing landscape, staying up-to-date on the latest trends and technologies is challenging, especially when doing so is not one’s main priority. Small business owners might overlook or fail to identify new trends and strategies that an experienced marketing professional could identify, as they are preoccupied with taking care of the other responsibilities that come with running a successful business.

The decision of whether small business owners should try to do their own marketing is a tough one that is completely dependent upon their individual circumstances, skills, and business goals.

While the cost-effectiveness, hands-on experience, and flexibility of doing your own marketing may be a huge turn-on to small business owners, the time constraints, skill gaps, and limited resources they possess may lead to potentially big challenges.

Small business owners could consider finding a balance between conducting some in-house efforts and outsourcing other aspects of marketing to agencies or freelancers to get a taste of the best of both worlds. However, small business owners should only attempt to do the aspects of marketing campaigns that they know they can easily complete without taking away valuable attention and resources from other important business matters that need it most.

Regardless of which path small business owners choose to take, they must always ensure their marketing efforts are representative of the mission, vision, and values of their businesses. When they do so, they will create authentic relationships with consumers who will ensure the continued success of their businesses for years to come.  

PaySmart is a payroll provider located in Mechanicsburg, Pennsylvania, supporting small businesses in the Central PA region. We are dedicated to helping small businesses take care of their payroll needs. To learn more information about how PaySmart may provide payroll solutions, please get in touch with us at 717-766-1777. Our New Client Concierge is waiting for you!