How Much Time Should I Spend on Marketing?
If you expected to see “It depends” as the answer - your hunch was correct. There are indeed numerous factors that influence how much time a company should dedicate to marketing. The size of your company, its longevity, the nature of your products or services, whether you focus on products or services, and the composition of your staff all play significant roles in determining the optimal marketing investment.
According to a Small Business Trends article, their research indicates that companies typically allocate around 20 hours per week to marketing activities. While this figure may seem like a benchmark, it's important to recognize that the ideal amount of time can vary widely depending on individual circumstances. That said, many brands have found that committing approximately 20 hours per week to marketing represents their “sweet spot.”
However, trouble arises when these resources are not utilized efficiently, leading to spinning wheels and wasted efforts. This phenomenon, working harder rather than smarter, is especially prevalent in today’s digital landscape, where the plethora of marketing choices and channels can be overwhelming. As Constant Contact CEO Gail Goodman aptly stated, “With the greater opportunities presented by multi-channel marketing come some challenges. Most small business owners are not marketing professionals and many tell us that the flood of new marketing tools, along with the need to be everywhere their customers are, from search engines, to mobile devices, to friends’ newsfeeds, can really be overwhelming.”
Based on our research findings and our extensive experience working with numerous clients, dedicating approximately 20 hours per week to marketing endeavors can yield significant benefits for your business, provided it is executed efficiently and correctly. However, the reality is that very few small business owners have the luxury of devoting 20 hours solely to marketing activities. Their attention is often divided among creating products, delivering services, managing operations, and addressing day-to-day challenges that inevitably arise.
This is precisely why partnering with an agency or marketing partner can be a game-changer. We can collaborate with you to develop strategic plans and streamlined processes that empower business owners or in-house marketers to execute marketing initiatives effectively. By implementing the right tools and workflows, companies can feel more confident in their marketing efforts and navigate initiatives that truly move the needle.
If you have any questions about the time you’re currently investing in marketing, or if you're unsure about the effectiveness of your current strategies, don't hesitate to reach out! We're here to provide guidance and support every step of the way.
