2593096142_3857ced6ca_mFor the last couple of weeks we have been talking about what we feel is the commoditization of marketing. What has actually caused this change in thinking about marketing, though? Certainly the Great Recession played a big role. Something else was at play too, though. In parallel with the Great Recession, a lot of people tried to start their own businesses. The advent of social media marketing and communication facilitated the increase in entrepreneurial ventures. These new entrepreneurs did not have a lot of venture capital behind them, if any, and so naturally they tried to do everything, including marketing, themselves.

There is an intersection of this societal change with a rise in companies that could cater to the needs of “do it yourself” marketers. Platforms like WordPress made website development a matter of point and click. Facebook made advertisements easy to design. GotoMeeting and Brainshark facilitated webinar development. A business owner who did want to do everything him or herself could not have chosen a better time to go into business, or so it seemed.

Jack of all trades, master of none

Our message is not that you *can’t* do everything yourself. You probably can, and what you will create will probably be serviceable. There are a couple of things to consider, however.

First, despite indications to the contrary, marketing is actually something that works better if you bring some expertise and experience to it. Much like carpentry, marketing is more a craft than anything. Can you drive a nail into a wall? Sure. Will it end up doing something productive for you? Well, maybe not. You don’t have to be an expert in marketing, especially if your business has nothing to do with marketing itself. The reality simply is that there are details and nuances involved in marketing that you simply do not have the time (or the need) to teach yourself right now. There are already people who are trained in that facet of growing your business.

Second, consider that any time you spend on marketing is pulling you away from sales and other important facets of running your company. Can you afford to have your attention spread thin?

Your time is not free

At this point you are probably saying, “This is all well and good, but I have to pay for someone else to do this “expert marketing stuff” you’re talking about. There’s no expense when I do it myself.”

There are two reasons why that is not really true. First of all, of course, your time is not free. Many of the software programs you need in order to create effective marketing content are also not free. Whatever time you are spending on your marketing is time you are not spending with customers who already are interested in your products.

Additionally, people who are not experienced in marketing may not have as much of a grasp on how to measure the effectiveness of their marketing. It is entirely possible that you are investing a lot of your time into a marketing effort that in the end is not doing a single good thing for your company. That means not only are you spending your own time but you are most assuredly not getting any kind of return.

Asking for marketing help is not a sign of ineptitude on your part. If you find the right consultant, agency, or bevy of freelancers, your company could grow exponentially and in exactly the way you want it to grow. This is much harder to accomplish when you are trying to do everything by yourself.

Are you trying to do everything yourself? Maybe it’s time to try a little delegating. What do you think?

Image Credit: https://www.flickr.com/photos/iap/2593096142/ via Creative Commons