Should the Owner, an Employee, or an Outside Company Handle the Marketing?

In recent conversations with small business owners, they have made this admission:

“If I was starting over again, I would have put aside a lot more money for marketing, signage, and social media work.”

Basically, the owners felt that a more concentrated effort in marketing would have helped them stand out and compete in their crowded marketplaces.

But is that the solution?  Do companies just need to spend more on marketing to stand out?

Well, no and yes.

First to the no.  Companies don’t have to just spend more money to stand out. 

A quality product helps.

A great locale helps.

Tremendous customer service helps.

These things are essential, and no business should operate without at least a quality product and service.  But we all know that sometimes those companies don’t make it.  The best company can still hang out a “Going Out Business” sign on the door.

Having said all of that, marketing is essential.  Whether the owner does it, an employee does it, or a hired company does it, every company needs marketing. 

Starbucks is the most popular coffee in the world.  They used to pride themselves on not paying for advertising.  But now, you can find them on TV and even during the Super Bowl. 

Everyone needs to market.

So, the question is, “Should you do it?  Should an employee of yours do it?  Or should you pay for a company to do it?”  Here are a few things to consider:

The Business Owner:  Some business owners are fantastic at marketing both online and on social media.  The challenge here is the same challenge that Michael Gerber explains in E-Myth Revisited.  The pie shop owner becomes the pie maker, the shop cleaner, the bill payer, AND the person in charge of marketing.  There is only so much one person can do…and do well.

An Employee:  Now, you are onto something.  Some companies have fantastically talented employees who do social media well.  Some can even do it at a professional level.  The challenge is that small businesses normally can’t pay a high salary, and most small businesses hire a bunch of part-time employees because they can’t afford to pay benefits.  And part-time employees only have so much time.  Part-time employees can only give part-time effort.  That means that your marketing will only be done part-time, and more than likely, you will have to replace your marketing person when they move on…which they will do.

An Outside Company:  Believe it or not, we don’t always recommend this as the solution to all of your problems.  They can be, but not always.  If that’s the case, when are they not the solution to your problems?  Simple, when they don’t deliver on their promises, and when they don’t create quality marketing on your behalf, they are only an extra burden for you.  However, when a marketing company represents your brand well, is consistent in their work, and alleviates the burden on your shoulders, then you know that your company footprint will grow and they will free up more time.

In the final analysis, every company has to market to some extent.  The largest companies in the world market online and in other media outlets.  It is essential for every business’ growth.  Determining whether the owner, part-time employee, or outside company does is just as much a part of the marketing plan as deciding where to advertise.