5 Common Struggles of DIY Marketing

It’s common for small business owners to wear many hats especially in the early phases of their company’s development. The temptation to handle marketing efforts internally, also known as DIY marketing, is often strong due to limited resources and budget constraints. 

While taking charge of marketing can be empowering, it comes with its own set of challenges.  Juggling business operations, lead generation, internal initiatives, customer retention, and marketing simultaneously can be quite a lot for any person to handle. Exploring five common struggles that business owners face in DIY marketing can provide insight into how to avoid these common pitfalls and create lasting success.

Plan, What Plan?

One of the most common struggles faced by small business owners engaging in DIY marketing is the absence of a structured marketing plan. Oftentimes to get a business off the ground more thought goes into the core of the business, and marketing winds up haphazardly thrown together.  Without a roadmap outlining goals, target audience, branding and strategies, marketing efforts can lack direction and fail to yield the desired results.

Small business owners attempting to handle marketing on their own find themselves overwhelmed by the sheer volume of tasks and responsibilities. From developing a marketing fundamentals kit, writing email copy to managing social media accounts, the list of marketing activities can quickly become daunting. Without a clear plan in place, it's easy to get lost in the chaos and lose sight of long-term objectives.

Consistently Inconsistent

Consistency is key in marketing, yet many small business owners struggle with this critical element.  Even a strong start in the beginning will eventually begin to unravel as the business grows due to the higher demand, variety of tasks as well as the need for attention and follow through.

Nurturing and growing your target audience through regular outreach, maintaining branding guidelines on all platforms, scheduling social posts and preparing monthly newsletters are just a few of the practices that require dedication and discipline.  Companies that stay consistent in their marketing initiatives are primed for growth and success.

When juggling multiple tasks and responsibilities, it's easy for consistency to fall by the wayside. Without consistent execution and follow-through, marketing efforts can lose their momentum, which can lead to lackluster delivery.

Facing Too Many Directions

Another common struggle of DIY marketing is spreading oneself too thin. Small business owners often wear multiple hats, handling everything from sales to customer service to marketing. While multitasking may seem like an efficient way to manage a business, it can actually hinder long-term success.

When you try to do it all, you risk diluting your efforts and failing to give any one area the attention it deserves. Marketing requires focus and dedication, and splitting yourself in too many directions can prevent you from achieving meaningful results.

Boosting Your Brand

Building brand awareness is essential for small businesses looking to grow and thrive in a competitive market. However, DIY marketers often struggle to effectively increase brand awareness due to their close proximity to the brand.

As the creator and owner of the business, it can be challenging to step back and objectively target your audience. DIY marketers may find themselves too emotionally invested in their brand, making it difficult to identify the needs and preferences of their target audience and then follow through on the necessary action items. Without a clear direction, strategy and vision towards targeting their audience, small business owners may run into difficulty creating marketing campaigns that resonate and drive engagement.

Relevancy is Key

Staying up to date with the latest trends, technology, and best practices is crucial for success in any field and the same is true of marketing. Tools, tech, and ways of moving the needle and getting your messaging across are always evolving.  For a small business owner to stay informed of all these changes while managing the numerous and various other elements of company operations can prove to be a daunting task.

DIY marketers may lack the time and resources to research and implement the latest marketing strategies and technologies. As a result, their marketing efforts may become outdated and ineffective, ultimately hindering their ability to compete in the marketplace.

Next Steps

While DIY marketing may seem like a cost-effective solution for small business owners, it doesn’t produce strong long-term results. From lack of a marketing plan to struggles with consistency and brand awareness, doing it all by yourself just isn't sustainable in the long run.

At 20 Mile Marketing, we understand the unique challenges faced by small business owners when it comes to marketing. That's why we offer fractional marketing director services designed to alleviate the burden and help businesses thrive. Our team of experienced professionals can provide the strategic guidance, thought leadership and execution needed to elevate your marketing efforts and drive growth. Your success is our priority, and together, we’ll conquer every mile of the journey to achieve remarkable results.