As business owners, we’re always trying to work efficiently with the time we have.  The best way to do this is to delegate various tasks to our support staff.

I do this all the time with tasks like proofreading, email follow-up and social media scheduling.  It allows me to focus on more important revenue-generating tasks like campaign strategy for clients or marketing for the agency.

But there are some tasks that your support staff is just not equipped to do. Marketing is one of those tasks. Sure, your team will be part of the process and can help with some of the execution, but they shouldn’t be solely responsible for the growth of your company or organization.

Here are three reasons why your administrative staff shouldn’t be running your marketing campaigns:

Reason #1 – They aren’t marketing experts

Marketing is a bit of an art and a bit of a science.  You must have a good understanding of consumer behavior, buying trends and what’s going to make someone take action (i.e. – move them from a visitor to a lead to a customer.)

Developing lead generation campaigns that get measurable results comes with experience.  Relying on someone who has executed one or two campaigns won’t provide the level of insight and confidence you need in your marketing.

Research from Capgemini Consulting (PDF) indicates that 90% of companies lack the necessary digital skills to run effective marketing campaigns.  This includes the areas of social media, mobile marketing, process automation, campaign performance monitoring and analysis.

Remember, it’s about leads, customers and a return on your investment (ROI).

Reason #2 – Technology moves too fast to keep up

On any given day, I might get the office and find a new update from Google or Facebook.  It’s my job to understand these changes and how they might affect our clients.

And the effects might not be evident right away – it might take some additional testing to learn more.

Unless your support staff is willing to take on this responsibility for all the channels you want them to manage, they shouldn’t be running your marketing.

Reason #3 – They don’t have time to do it effectively

Think about the reasons you hired your support staff.  Perhaps it was because you needed someone to schedule appointments, answer the phone or assist with the product or service you deliver.

That’s important work, and I’m guessing it keeps them pretty busy.  Is it really wise to give them more work?  Or will you be spreading them too thin?

What’s the solution?

It seems like delegating your marketing and lead generation to your support staff is an ideal solution to ensure the phone is ringing.  But in reality they probably lack the expertise and the time to do it right.

It’s a better use of your time and money to hire an expert who knows what they’re doing.  It will certainly be an investment, but one that can also save you money in the long run.  Hiring a digital marketing agency takes some careful considerations so check out this blog article for additional insight.

Have more questions about hiring a marketing agency? Leave a comment below and we’ll be sure to respond!

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