In most of the smaller family or owner businesses that we get appointed to support, the onus for marketing falls to a Director who already has a number of plates spinning to ensure their business is operating profitably.
We all realise that marketing is crucial to the success of any business, and small family-owned businesses in the UK are no exception. However, for many of these businesses, the question arises: is it better to manage marketing efforts in-house (DIY marketing) or to hire a marketing specialist? While the allure of DIY marketing is often linked to saving money, the reality can be more complex.
This article explores the true cost of DIY marketing versus hiring a specialist, providing insights for small family-owned businesses looking to make informed decisions.
The Appeal of DIY Marketing
For many small family-owned businesses, especially those with tight budgets, the temptation to take the DIY route in marketing is understandable. The idea of handling marketing in-house can seem like a cost-saving strategy. After all, in the early stages of a business, resources are limited, and every penny counts. Whether it’s designing or adding content to a website, creating an email campaign, managing social media or issuing a press release, DIY marketing gives business owners a sense of control and keeps costs low.
However, the hidden challenges and long-term implications of DIY marketing can be easily overlooked.
The Hidden Costs of DIY Marketing
Time and Energy Drain. Small family-owned businesses are often managed by a small team, sometimes even just one person. For these businesses, marketing falls on top of many other responsibilities. Time spent on DIY marketing is time taken away from the business’s core operations, which can hurt productivity. The result? A slowdown in growth and missed opportunities.
Lack of Expertise. Marketing isn’t just about creating pretty visuals or posting on social media. It involves strategy, knowledge of consumer behaviour, data analysis, and an understanding of various platforms and tools. Without the necessary expertise, DIY marketing can easily miss the mark, leading to ineffective campaigns and wasted resources. For example, poorly targeted ads can result in low conversion rates, while lacklustre social media engagement and on the wrong platforms may actually be a waste of effort.
Consistency and Branding Issues. One of the key elements of successful marketing is consistency. Small businesses might not have the resources to develop a robust marketing strategy, and even if they do, it can be challenging to maintain this effort long-term. A lack of cohesive branding across platforms can confuse customers and dilute the effectiveness of marketing campaigns. Inconsistent messaging can also harm the reputation of the business and make it hard for customers to connect with the brand.
Intermittent Marketing. DIY Marketing is often done when sales are slowing. This approach can have an even worse effect on sales and worsen the peaks and troughs of enquiries. A regular ongoing marketing programme will deliver a managed steady flow of enquiries. Also, if you get too many enquiries at once you might not be able to respond in a timely manner. This may also have a long-term effect as it will put prospects off from dealing with you entirely.
Increased Risk of Trial & Error. For businesses without marketing experience, ineffective marketing tactics are inevitable. These could range from posting the wrong content at the wrong time, badly written copy, poorly timed or designed email campaigns, missing deadlines for key campaigns, or overlooking important details such as SEO. Such mistakes not only waste money but can also damage the credibility of the business, particularly in competitive markets.
Opportunity Cost. By focusing time and resources on DIY marketing, small business owners might miss out on other revenue-generating opportunities. Whether it’s networking, improving products, or expanding services, or following up sales leads, the opportunity cost of DIY marketing can sometimes outweigh the savings made in the short term.
The Benefits of Hiring a Marketing Specialist
Whilst hiring a marketing specialist does come with an upfront cost, it can provide a significant return on investment in the long run. Here’s how:
Expertise and Strategy. A marketing specialist brings valuable expertise to the table. They understand the latest trends, best practices, and platforms that can effectively reach the target audience. For example, they can tailor strategies based on demographic insights, optimise paid campaigns for better performance, and track key metrics to continually refine the marketing approach.
Time-Saving. Hiring a specialist frees up valuable time for business owners. Instead of worrying about the intricacies of digital marketing, they can focus on what they do best—running the business. With a specialist at the helm, campaigns are more likely to run smoothly, with fewer disruptions and mistakes, allowing the business to run more efficiently.
Branding Consistency. Marketing specialists are well-versed in creating cohesive and professional branding across all platforms. They can ensure that all marketing efforts—from social media posts to email campaigns—are aligned with the business’s identity. This consistency helps build a stronger, more recognisable brand that resonates with customers.
Better Results and ROI. Marketing specialists focus on achieving results. Whether it’s increasing traffic to a website, generating leads, or boosting sales, their expertise often leads to better outcomes than a DIY approach. A regular, coordinated and well-executed campaign by a specialist can result in increased visibility, higher conversion rates, and a stronger customer base, ultimately leading to a better return on investment.
Staying Ahead of Competitors. In a competitive marketplace, it’s essential to stay ahead of the curve. A marketing specialist is able to monitor trends, adjust strategies, and react quickly to changes in the market. They know what works and what doesn’t, ensuring the business remains competitive and relevant in the eyes of consumers.
How much does a marketing specialist cost?
The cost of hiring a marketing specialist can vary, but for many small family-owned businesses, the expense can be justified by the positive impact on business growth. The decision to hire a specialist should be viewed as an investment rather than a cost. When compared to the hidden costs of DIY marketing, including wasted time, missed opportunities, and potential mistakes, the cost of hiring an expert can result in greater financial rewards in the long term.
For some businesses, a middle ground may exist. Hiring a part-time specialist or working with a marketing agency on a project basis can provide a balance between cost and expertise.
Our typical monthly retainers range between £1,000 to £2,000 as beyond this figure it might be more cost-effective to recruit or train an in-house team member in marketing as a more sustainable long-term solution. We can help with the recruitment process so that you get someone with the right skill sets and/or can help with ongoing mentoring if required.
Conclusion
When deciding between DIY marketing and hiring a marketing specialist, small family-owned UK businesses need to consider both the immediate costs and long-term benefits. While DIY marketing can seem like an appealing option, it comes with hidden costs that can hinder business growth. Hiring a specialist may come with a higher upfront cost, but the longer-term potential for better results, improved productivity, and increased revenue often makes it the more cost-effective choice. The business will have a successful marketing process in place which delivers results that is not reliant on the owner’s time.
Ultimately, investing in professional marketing expertise allows family-run businesses to reach their full potential, build stronger customer relationships, and create a more sustainable path to success.
If you would like to discuss outsourcing your marketing please get in touch.