by Lynda Kavanagh, aka The “WOW” Gal
Often I hear small businesses say they do their own Marketing, and as a small business myself I can understand sometimes having to DIY, but, I’m not sure that DIY Marketing is the best decision someone can make. Let’s take a look at my touring Europe by bicycle as an example.
It is important for me to understand how my bike works and how each component connects with others. I need to know this so that if my bike breaks down somewhere in the middle of nowhere, I can band aid the fix until I get to a bike shop, just like when I was in Ireland in 2001.
There were no bike shops within a day’s ride and no community within a six hour ride when I wiped out, broke some spokes and did something to my brakes.
Each year, I read a book on bicycle maintenance just so I am ready for such an instance. So there I was “independently” fixing my bike – my husband could have done it but… I need to know this stuff and I don’t need help from anyone! So I got it fixed and off we headed to the nearest town with a bike shop.
Well my band aid wasn’t such a good band aid as they told me I had about two more pulls on my brakes before they snapped. Now, if you’ve been to Scotland you know that it is an island full of hills. Phew that was a close one.
So even though I read a book each year on bike maintenance and each year before our trips, I take my bike apart and put it back together again, I’m smart enough to know that just because I read a book doesn’t mean that I can adapt it perfectly to my bike. So every year after I take my bike apart and put it back together again, I immediately put it on the back of my vehicle and drive it to a bike shop to get them to fix whatever I didn’t do right.
What’s that got to do with Marketing, well, you need to understand how marketing works and how all the components are connected. But if you insist on doing your own Marketing, then I hope you get someone to check it out before you embark on your Marketing journey because not doing your Marketing right can cost you a lot of money, time and may have a damaging impact on your brand.