The question of whether to build your marketing strategy in-house or outsource to experts is a common one for Australian small and medium enterprises. There’s no single ‘right’ answer; it depends heavily on your business goals, resources, and appetite for learning. We see businesses successfully take both routes, but understanding the trade-offs is crucial for maximising your return on investment.

Many business owners start by attempting a DIY approach, particularly when budgets are tight. This can be effective for foundational activities like social media posting, basic content creation, and email marketing – especially if you’re comfortable with technology and have the time. However, a truly effective marketing strategy goes beyond simply ‘being present’ online. It requires a deep understanding of customer behaviour, market analysis, and the ability to measure and optimise campaigns based on data.

Here are a few key things to consider:

• Strategic Focus: A marketing expert brings an objective, external perspective. They can identify opportunities and threats you might miss when you’re immersed in the day-to-day running of your business. This strategic oversight is often the biggest benefit of hiring.
• Specialist Skills: Marketing is a diverse field. Expertise in search engine optimisation (SEO) doesn’t automatically translate to proficiency in paid advertising, or conversion rate optimisation. Experts offer focused skills, saving you the time and cost of learning multiple disciplines.
• Time Investment: Developing and executing a successful marketing strategy is time-consuming. DIY marketing often means sacrificing time better spent on core business activities. Consider the opportunity cost – what else could you be achieving with that time?
• Staying Current: The marketing landscape is constantly evolving. Algorithms change, new platforms emerge, and consumer preferences shift. Experts dedicate time to staying ahead of these changes, ensuring your strategy remains effective.

We often advise businesses to start with a hybrid approach. Begin with DIY for basic tasks, then engage an expert for a strategic audit and to develop a roadmap. You can then implement parts of the plan yourself, while outsourcing more complex activities like paid advertising or SEO. As your business grows, and marketing becomes more critical to your success, consider bringing more expertise in-house or fully outsourcing your marketing function. Don’t underestimate the value of a well-defined strategy, even if you execute it yourself.

To determine the best path for your business, we recommend starting with a clear assessment of your current marketing efforts, your business objectives for the next 12-18 months, and a realistic evaluation of your internal resources. A small investment in professional advice upfront can save you significant time and money in the long run.