As a digital marketing strategist, I’m not here to convince you that you must hire me or anyone else. The truth is, hiring help doesn’t always make sense. Many small business owners are perfectly happy managing their own marketing—and sometimes that’s the best choice!
But for others, DIY marketing can become an expensive time sink, even if the actual dollars spent are low. So how do you know which camp you fall into? Let’s break it down.
When DIY Marketing Makes Sense
- You enjoy it.
If you genuinely like running your own social media, email campaigns, or website updates, then by all means—keep going. Marketing that comes directly from the business owner often feels more authentic, resonates better with your audience, and builds loyalty faster than agency-polished content ever could. - You’re happy with your results.
If you’re putting in the effort, seeing growth, and feeling good about it, then honestly—why are you even reading this article? Keep doing what’s working!
When DIY Marketing Costs You More Than You Think
Here’s the truth: your time is not free.
If marketing tasks are pulling you away from running your actual business, you need to put a value on those lost hours. Ask yourself:
- How much is your time worth per hour?
- Multiply that by the hours you spend on marketing each week.
- Do you feel good about that number?
If the answer makes you cringe, it might be time to consider outsourcing.
When to Get Expert Input
Even if you don’t want to fully hand things over, consulting with an expert can be invaluable. Here’s why:
- Fresh perspective. As the business owner, you’re often too close to your product or service to see how to position it. An outsider can quickly spot what resonates—or doesn’t.
- Platform check. Are you on the right social channels? Posting at the right frequency? Creating the right type of content? A professional can tell you where your time matters most.
- Time savings. Sometimes you’re doing unnecessary work. An expert can show you shortcuts, automations, and strategies to save hours every week.
When to Fully Outsource
If you’re ready to hand marketing off completely—whether for a few months or long-term—here’s what you gain:
- Freedom from the daily grind of posts, emails, and scheduling.
- Insights into professional tactics you can later adopt yourself.
- Monthly analytics to track what’s working (and what’s not).
- A partner accountable for progress and measurable results.
The hardest part? Letting go. As a business owner, it’s natural to worry about someone else representing your brand. But unless a post is mean-spirited or offensive, small missteps are not the end of the world. Organic posts have short lifespans, and experimentation is exactly what you’re hiring for.
Should You Hand It to the “Tech-Savvy” Gen Z Employee?
It’s tempting to pass marketing to the youngest person on your team—the one who “knows all the memes.” Sometimes it works, but often it doesn’t. In many businesses, social media falls to the bottom of their to-do list, or awkward power dynamics keep them from creating effective content. Don’t assume that being good at TikTok personally translates to running a brand account professionally.
The Smart Middle Ground
My advice: start with an analysis.
Hire someone to review your website, social media, email marketing, and competitors. This is usually a low-cost, low-commitment project that gives you:
- A full report with recommendations
- A realistic view of what you can do yourself
- Clarity on where outsourcing will have the biggest impact
Then, get honest with yourself:
- Will you actually follow through on those recommendations?
- Do you know how to update your website, edit graphics, or create videos?
- Does your budget allow for outside help?
From there, you can decide whether to outsource specific tasks—SEO, social media, paid ads—or keep some in-house.
Final Thoughts
Here’s the biggest misconception: no single person can do everything well. You may need an SEO specialist, a social media manager, and a paid ads strategist to cover all bases. Agencies often provide that team structure, but even freelancers can fill in gaps.
Don’t chase the cheapest option, but don’t assume the most expensive agency is the best fit either. Look for someone who works with strategy in mind, explains their approach, and gives you flexibility—without locking you into long contracts.
And remember: marketing isn’t a one-and-done task. Social media, email, and blogging are never-ending cycles. If that reality stresses you out, don’t let it. Find a partner you trust, save your sanity, and get back to running the business you actually love.
If you’re not sure whether DIY or outsourcing is right for you, let’s chat. I offer marketing strategy sessions where we review your current efforts, budget, and goals—and figure out where you’ll see the biggest ROI.