Good plumbers often say that they make most of their money fixing other people’s mistakes, and this can also be true for marketing and design in general.
The Age of Accessibility
Online platforms and social media have created a space where relatively inexperienced people can access easy-to-use and often free or inexpensive tools to promote their business.
It’s fantastic for small businesses that can’t afford the big agency fees to market their brand. Social networks, among other things, have made advertising campaigns possible for entrepreneurs or companies that previously could not afford such great reach. Indeed, TV commercials were reserved for large multinational brands and were completely out of reach for the majority of small businesses. Similarly, graphic design software is more accessible than ever and has sent Word Art horrors to oblivion… to better make way for other types of horror.
Yes, there is a wide range of tools available for start-ups , we often think of Canva for design and graphics or Wix , GoDaddy and SquareSpace for fairly easy-to-use website building tools. And I say it sincerely, some people have a natural talent for marketing themselves using these kinds of tools! Good for them. Unfortunately, for the vast majority of people who will try their hand at these tools, it is quite another matter. Yes, they can move your business forward, but they have a limit if you don’t have the necessary expertise and the time to invest in the process.
Not everyone is going to service their own car or install their own heating system, right? Some choose to do so at their own risk. But assuming you know full well that bodywork isn’t your strength… would you really choose to repair your vehicle without really knowing how, when it has to take you very far, very often?
So similarly, do you really want to take charge of your company’s digital strategies and web tools, when your own skill set lies completely elsewhere, and knowing that you want to see your business grow and compete with your competitors? Nope? I thought…
The world of digital marketing
Digital marketing is a complex universe. Think of it as an onion…
There is the inner core. This is where the data analysts are, they understand all the numbers and technology that comes with tracking and retargeting audiences (data analytics, remarketing… facebook pixel… ring a bell?). They measure conversions and sales, build databases for their clients and constantly leverage them. No decision is made without data for backer .
The next layer is the marketers and digital experts who know consumer behavior, how an image can make or break a campaign. They blend the emotional connections of brand and consumer with data, to deliver campaigns and creatives that are beautiful, but above all effective.
Then there’s the outer layer, which are the entrepreneurs and business owners who are trying to break into the digital marketing space but are inconsistent and unfamiliar with the technical aspects of analytics.
It is a dangerous space. Frustrating too. Many customers experience it. They struggle trying hard, but end up giving up hope that these platforms can work for their brands because they don’t see a direct return and can’t adequately measure the return on their investment of time.
The problem is that they’re good at what they do, they’re just not digital marketing experts.
When to make the move ?
When SMEs or small companies start in business, it is often the lack of budget that prevents them from doing business with a professional. And that is understandable. But ultimately, the question of when to call in a digital or design expert can be solved with a simple answer : as soon as you can afford it . But what does ” when I can afford it ” mean? This does not necessarily equate to ” when your business is generating sufficient profits to justify digital spending”. It can mostly mean…
- When you have the financial support to do so (some grants are available for SMEs)
- When the market is screaming (you certainly remember the month of March 2020, when all the shops were closing and all consumers were turning to online stores… several companies had to readjust their digital strategies very quickly)
- When you judge that an opportunity must absolutely be seized, in particular to get ahead of a competitor (often, you have to spend money to generate more!).
Investing time and money in this adventure, without a strategy or thought process, can harm your brand and can cost you a lot more in the long run… It’s a good thing to think about! If in doubt, ask for advice !
