Marketing professionals who sell their services to businesses have to convince others that marketing is difficult so they (the businesses) need to employ someone else to do it. Without belittling the art of the marketer, a lot of good marketing is common-sense communication demanding time rather than money.
At the start-up stage, when money is tight, doing your own marketing is probably the best use of your time. When the business is established and growing, that might be the time to think about employing the services of marketing specialists, but managing that discipline and remaining in control will still be important – to make sure the business goes in the direction you want.
After my day-long marketing training days I tell learners that if they do half of what they’ve learnt during the training day, they’ll probably be doing twice as much marketing as the average small business. They find this hard to believe, but many businesses often fail to even get the basics of marketing right (which may be why they remain ‘small’ businesses?) So maybe you do need to employ the professionals after all…
For other Trade Secrets in this series, go to https://enterpriseessentials.wordpress.com/category/trade-secrets