And nobody is an expert at everything.
Digital marketing is a massive playing field. Expecting your marketing manager to be able to tackle every aspect is like sending them onto the field of an NRL match alone. They’re going to get pummelled.
Your marketing manager shouldn’t even be on the field.
In an ideal world, your marketing manager is like the coach, setting up plays, pivoting and repositioning where necessary, and developing their players to reach their full potential.
The players, on the other hand, are your individual marketing tactic specialists.
You’ve got your fullback, your wings, your hooker, and your prop, and they are all expertly specialised in their individual niche.
In the marketing world, this corresponds to people who are expert graphic designers, web developers, social media managers, and SEO whizzes.
Having a specialist in each position of the field means they are focusing in on their one task, they know it better than anybody else on their team, and they can work semi-autonomously.
Now, I know what you’re thinking; this all sounds pretty expensive. Suddenly we’ve gone from hiring one marketing manager to an entire marketing team of 10+.
It’s understandable then how so many business owners are expecting so much out of the marketing manager role. It’s still inexcusable, though, because this is precisely where a digital marketing agency fits in to help you grow and scale your company.
Expert marketing agencies can flex and scale with you, and often, you can get a team of four or five full-time niche experts for the equivalent cost of a single employee!
It’s long been established that multitasking isn’t always such a good thing.
In fact, it takes a huge toll and efficiency and productivity, as every time you switch tasks, your brain has to recalibrate and refocus, momentarily impairing your cognitive processing abilities.
We’ve all had those days where we felt like we just got nothing done because every five minutes something popped up, which took our attention away from the task at hand. It’s incredibly challenging to stay focused on a task and perform to the best of your abilities when you have so many balls in the air at once.
Those of us who have been in roles like this have probably tried a few different strategies for maximising our productivity, one of which is to split your day or week into chunks of time where you focus on only a single task or area of your role.
This is a sound strategy, and it does have tremendous results for your individual performance. But there’s a problem:
Let’s say you’re a marketing manager with 50 different things on your plate, and you’ve decided that Thursday is going to be your day for dealing with PPC campaigns.
You get in on Monday morning (your content writing day), and you’ve got a notification from Google that says there’s an issue with one of your Ads. What are you going to do?
Leave it until Thursday? That could cost you a lot of leads…
But if you tend to it right now, then you’re going to eat into your writing day before you’ve even started.
Do you see the problem?
Inevitably, urgency wins out, and you end being back where you started.
By investing in a marketing agency instead, that concern completely disappears. You’ll have a case manager overseeing the entire strategy and execution, and a team of dedicated experts who aren’t just spending one day a week on a given task, they’re in it to win it.
To be fair, nobody likes being the one who dropped the ball either.
But it happens, and it happens all too often when marketing managers are expected to juggle too many, well, balls.
It’s not their fault, our brains are pretty powerful, but they have their limits, and we can only hold so many things in mind at once.
Even those of us with the best time management and to-do list systems have been there before; this is what happens:
You’re in your office working on an AdWords campaign. Your boss comes in to remind you to change that spelling mistake on the website. You look through your emails to find where he sent it to you, and you get another one from a colleague reviewing that blog post you just wrote. So, of course, you open it.
Their feedback looks good, but they’ve suggested you mention something they found in another article, which you can’t help but skim through. Which reminds you, you were going to quickly pop into your other colleagues office and grab that thing.
You grab it, you’re back in the office, and you dig back into the AdWords task.
You see how these things happen…
This only happens when you’re asking too much of your marketing manager, and it sure as hell doesn’t happen when you work with a marketing agency. That’s because your agency has a dedicated expert on each task; nobody is juggling anything. They’ve got one ball, and it’s firmly in both hands.
Okay, enough of that analogy.
When Hiring A Marketing Manager Makes Sense
Still, you can’t just walk down the hallway from your office and have a quick chat with your marketing agency, which is exactly what you can do if you hire a marketing manager.
2 Heads Are Better Than 1 – And 5 Are Even Better Than 2