Marketing Coaching For Small Business Owners Who Have Marketing Staff

Marketing Coaching
How Marketing Coaching Can Help Your Small Business Marketing Staff

When you’re a small business owner, it makes sense to hire people to assist you in the essential functions to grow your business. Obviously, marketing is one of the functions, and many business owners I talk to have made the decision to hire someone to help them.

Sounds like a good idea but this is often where huge mistakes are made…

The Placebo Marketing Hire

I appreciate that you don’t have the time and/or expertise to do your marketing but with the Placebo Marketing Hire, you’ve traded in your headache for a false sense of security and money out the door.

Please understand: I am NOT saying that hiring more qualified, skilled people to help you with your business is bad.

BUT, if you have no idea how to gauge whether or not they are qualified or skilled or helping your business, then aren’t you just pretending that this solves your problem?

That’s why it’s called the “Placebo Hire”.

I see this all the time. It goes something like this:

  1. You don’t want to “deal with” the marketing.
  2. You want someone else to do it BUT you don’t want to pay a lot for it so you hire a young, fresh-out-of-college marketing manager.
  3. You feel good because you’ve solved your problem.
  4. Marketing manager posts on your social media and sends out your email newsletter.
  5. Nothing changes except that you now have less revenue because you’re paying the marketing manager to just do things you didn’t want to do.

If this sounds like you, let me break down how flawed this is:

1. You don’t want to “deal with” the marketing.

I get it. You’re not a “marketer”. You don’t like social media. And, don’t even begin to talk to you about updating your website.


You’re the captain of your ship (business).

And as captain of the ship you need to be able to guide the efforts of your crew.

It doesn’t mean you need to be an expert in all areas of your business.

But it does mean you have to be able to intelligently communicate, strategize, and analyze where you’ve been and where you want to go.

2. You want someone else to do it BUT you don’t want to pay a lot for it so you hire a young, fresh-out-of-college marketing manager.

This is not a knock against the fresh-out-of-college marketing manager you’ve just hired.

Chances are, they are creative, eager, and well-intentioned.

But have you heard the phrase “champagne taste on a beer budget”?

That applies here.

To start, you probably hire this person to handle your social media. Then, you have then do your email newsletter. Then, you have them update your website. Then, you want them to do your Facebook Ads…it’s slippery slope.

But here’s the problem – they’ve never applied holistic digital marketing strategies to business goals.

Yes, they know social media.

They can make you a really cool Tik-Tok (“wow! We got 20 likes!”)

But how are they helping to grow your business?

To understand what’s working and why?

To attract and engage new customers?

Are they able to design strategic goals, measure progress, and present marketing recommendations?

How are they caretakers from your brand and your messaging?

Can they take initiative and present strategies that support your goals?

3. You feel good because you’ve solved your problem.

As a creative business owner, you’re naturally a problem solver.

And when you decided you didn’t want to (or couldn’t) do you marketing, you solved the problem.

Or did you?

The core of the problem you are experiencing is not only about the operations (e.g. who’s doing it) it’s also about the understanding (e.g. what you’re doing and why you’re doing it).

Since you don’t understand the WHAT and the WHY, the WHO doesn’t matter.

That’s not your fault.

You didn’t go into business to be a marketing guru.

And, the good news is, that you don’t have to be a marketing guru to be a successful marketing leader for your business.

4. Marketing manager posts on your social media and sends out your email newsletter.

Posting on social media = task

Sending out monthly email newsletter = task

These aren’t strategies.

I love a good Instagram quote post as much as the next guy but, by itself, absence of strategy (that you help to shape) doesn’t help your business.

5. Nothing changes except that you now have less revenue because you’re paying the marketing manager to just do things you didn’t want to do.

It sounds kinda harsh to say but if you don’t understand how/if the marketing manager you’re paying is helping your business then maybe you were just better off doing nothing.

At least then you’d have more money in your pocket.

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How can my marketing coaching services can solve all these problems?

You Have No Marketing Strategy

The challenge that most small business marketing employees have is developing an overall marketing strategy. Oftentimes they have never done this before and need help but if you’ve also never done this before then how and are unable to provide guidance, then how is this going to get done? You are left with both of you feeling your way in the dark and trying to figure out the best way to get your product or service in front of potential customers – and it’s easy to end up wasting time and money on marketing activities that don’t produce results.

That’s where I come in.

As your marketing coach, I can help your marketing employee develop a marketing plan and content strategy that’s tailored to your business goals and budget. My Marketing CLARITY Coaching program is specifically designed for small businesses who need a customized, actionable marketing and content plan. We’ll start by taking a deep dive into your customers, your company, and your content. Then I’ll work with your marketing employee to create a plan of action that includes specific tactics and timelines for implementation. And finally, we’ll review your progress on a regular basis to make sure you’re on track to achieve your marketing goals.

No Marketing Measurement

Another common shortcoming of junior marketing employees is that they don’t know how to measure and analyze marketing efforts. We will start by creating your marketing OKR’s. What are OKR’s? OKR’s are a management methodology that helps to ensure that the company focuses efforts on the same important issues throughout the organization. As explained in Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs, an OBJECTIVE, is simply WHAT is to be achieved, no more and no less. By definition, objectives are significant, concrete, action-oriented, and (ideally) inspirational. When properly designed and deployed, they’re a vaccine against fuzzy thinking and fuzzy execution. KEY RESULTS benchmark and monitor HOW we get to the objective. Effective KRs are specific and time-bound, aggressive yet realistic. Most of all, they are measurable and verifiable.

Learn More About OKR's + Goal-Setting Programs

Whether you’re looking to increase brand awareness, drive more traffic to their website, or improve customer retention, by defining your OKR’s we’ll be able to clearly define the metrics that need to be tracked to determine if you’re getting the most of your marketing budget and your marketing efforts. By consistently measuring and monitoring your marketing performance, we’ll be able to make adjustments as needed to maximize your results.

Day-To-Day Operations

From developing marketing plans and strategies to executing campaigns and analyzing data, marketing requires a lot of time and effort. And if you are a small business owner you are probably already stretched thin and have hired a marketing assistant to keep up with the day-to-day marketing operations. As a marketing coach, I work with small business marketers to help them streamline their marketing efforts and get the most out of their limited time, expertise, and resources. I provide customized guidance and support that helps small business marketers take control of their marketing operations and achieve desired results. 

No One To Provide Marketing Training

If you’re looking to invest in your marketing staff and take their marketing skills to the next level, my marketing coaching services are for you. I’ll work 1-on-1 with your staff to identify their strengths and weaknesses, and then develop a customized plan to help them improve and learn new skills such as SEO, content creation, email marketing, digital ads, and more. I’ll provide the guidance and support they need to reach their goals and grow your business. And because I believe that marketing is always evolving, I’ll make sure your business is up-to-date on the latest trends and techniques.

Tricycle Creative Marketing Coaching: The Cure For Your Placebo Marketing Hire

As you’ve picked up in this blog post, you don’t have to be a marketing expert to benefit from my marketing coaching. When I work with your marketing staff, all they need is a willingness to grow and implement what they learned in order to see better results for your small business.

Ready to get started? Book your 30-minute Discovery call today and let us help you create the marketing strategy that will take your business to the next level.

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