Why a 'jack-of-all-trades' marketer isn't always the answer for small businesses
In the compact ecosystem of a small business, every hire is crucial. With limited resources, bringing on board a marketer who claims to do it all can seem like a dream. But as the adage goes, "jack of all trades, master of none" might sometimes ring true in the realm of marketing.
The allure of the generalist marketer
Having a single individual manage multiple marketing facets offers:
Consistency: With one person at the helm, messaging and branding can remain consistent across platforms.
Flexibility: Generalists can often quickly pivot between tasks, adapting to immediate business needs.
Cost-efficiency: One salary versus a team can appear more economical, especially for businesses counting every penny.
The limitations of wearing too many hats
However, this approach comes with its challenges:
Depth over breadth: A generalist might understand various platforms but may lack the in-depth knowledge required to maximize each tool's potential.
Time constraints: With one person managing multiple tasks, there's a risk of burnout or essential tasks receiving less attention.
Stagnation risk: Without specialized expertise in any one area, strategies might become outdated or lack innovation.
Building a balanced marketing approach for small businesses
Recognizing the limitations doesn't mean abandoning the idea of a generalist. Instead, consider:
Pairing with specialists: Combining the skills of a generalist with occasional consultations or services from specialists (like content writers or SEO experts) can offer a balanced approach.
Upskilling: Encourage and invest in continuous learning for your marketer. This ensures that while they remain generalists, their knowledge is updated and refined.
Collaborative tools: Use platforms that allow for collaboration, so if specialists are brought in occasionally, they can easily integrate with the existing setup.
While a 'jack-of-all-trades' marketer can be an asset to small businesses, understanding and acknowledging their limitations is vital. By complementing their skills with specialized insights when needed, businesses can ensure their marketing efforts remain both holistic and cutting-edge.
