What should the marketer inside your business do?

I've encountered it twice in the past week. Business owners default to social media and require the internal marketer, often a junior employee, to post relentlessly to platforms such as this in the hope of generating awareness, which is a mistake.

We all know Marketing is not Sales. And when I say "Marketing", I mean Marketing Communications, although the field of Marketing is much broader than a pure focus advertising. But that aside, there's no doubt that marketing should enable sales, but the two functions are fundamentally at different ends of the purchase funnel.

Why harp on this difference? Because owners take the Sales mindset over to Marketing when establishing the latter as a function inside their business. They think that, similar to Sales, where the salesperson' salary ties into the physical activity of selling (visiting customers, taking orders), the same applies to Marketing, as in "I pay the marketer to do marketing". It doesn't work like this.


Business owners default to social media and require the internal marketer, often a junior employee, to post relentlessly to platforms such as this in the hope of generating awareness, which is a mistake.


Marketing is fundamentally a strategic exercise aimed at driving awareness of the business to new potential customers. To do this at scale is not an exercise in heavy lifting (post something every day to LinkedIn) but rather one of clever spending. It is about having a clear message and packaging it well, understanding who should receive it - the audience - and spending adequately behind broadcasting it to achieve reach. Once the strategy is in place and the budget made available, the rest is an activity in project management - not marketing. The "marketing" happens through the plan, the platforms and the "broadcasting" budget. The marketer does not do the marketing - they manage it.

At the operational level of marketing inside a small/midsized business, the person responsible for marketing is less marketer and more project coordinator - hence my preference for the term marketing coordinator. They need to keep an eye on the marketing activity and provide regular feedback on its performance with suggestions for improvement.

But why can't they "do the marketing"? Why not simply ask them to post three times per week on LinkedIn? Because it is utterly ineffective. Platforms such as this limit who sees posts unless it receives a boost in money. Simply posting here - or on any platform - does not achieve reach. It merely talks to a small selection of current followers. Marketing communications - whether digital or traditional - works when there is an advertising budget behind them.

Don't be confused. Your marketer shouldn't do marketing; instead, they should manage it.

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