Most small business owners don’t think twice about hiring an accountant. Taxes are complicated, mistakes are costly, and the average business owner knows that an expert is worth the fee. But when it comes to marketing — the very thing that drives growth and revenue — suddenly the investment feels optional.
I see this all the time, and honestly, it still surprises me.
The Undervaluing of Marketing
When I first started my business, I charged rates so low that I was barely breaking even. Even then, clients told me they couldn’t afford me. They liked the work. They admitted it was helping their business. But somehow, paying more than “minimum wage” for someone to manage their marketing felt out of reach.
That’s tough to hear when you know the time, energy, and strategy you’re bringing to the table. I was saving them hours, giving them structure, and breathing new life into their business — but marketing just didn’t get the same respect as accounting or IT.
Why the Perception Gap Exists
I think the gap comes from how marketing looks from the outside.
- Marketing feels accessible. Many business owners start out running their own social media. Posting is free, making graphics is easy enough, and responding to comments feels like “doing marketing.”
- Results take time. Unlike filing taxes, marketing isn’t instant. A strong strategy often takes 6–12 months before you start to see consistent results. By the time a business owner realizes they need help, they’re usually already in panic mode.
- Tech platforms oversimplify it. Companies like Shopify and Squarespace run ads promising that you can “launch an online store in 30 minutes.” In reality, those platforms are complex, easy to misconfigure, and often create bigger problems down the road.
Meanwhile, fields like accounting and law are seen as technical, specialized, and impossible to DIY — even though modern marketing is just as technical and far more competitive.
The True Cost of DIY Marketing
When business owners treat marketing as an afterthought, here’s what usually happens:
- Money is wasted on ads that don’t convert.
- Time is wasted trying to keep up with posting, trends, and platforms.
- Opportunities are missed because there’s no strategy behind the activity.
Marketing isn’t just about being visible — it’s about being visible to the right people at the right time with the right message. That takes planning, experience, and tools that most business owners don’t have the bandwidth to master.
Why Hiring a Marketing Specialist Matters
Just like you wouldn’t risk doing your own taxes and facing costly mistakes, you shouldn’t risk your growth by treating marketing as something “anyone” can do. A skilled marketing strategist:
- Aligns your budget with realistic goals.
- Builds long-term assets like SEO, email lists, and a high-converting website.
- Manages campaigns that actually deliver ROI.
- Frees you up to do what you do best: run your business.
The truth is simple: if you want the best marketing, you need to pay for it. And while it might not be as expensive as hiring a lawyer, a strong marketing partner can generate returns that far exceed their cost.
The Bottom Line
You already trust your accountant with your books and your IT provider with your security. It’s time to put your marketing strategist in that same trusted category.
Because here’s the thing: marketing isn’t optional. It’s the engine that drives your growth. And when you invest in a professional who knows how to steer it, they don’t just pay for themselves — they make your business stronger, more resilient, and more profitable.