when the economy gets shaky, marketing is the first thing cut … even though it’s one of the smartest ways to grow.
60% of businesses reduce marketing spend during downturns.* but brands that maintain or increase marketing during uncertainty recover faster and grow stronger post-downturn.**
why? because marketing isn’t just about ads and social. it impacts revenue, customer service, operations, even finance. a strong marketing lead doesn’t just make things pretty — they actually drive business forward.
so why are so many small businesses stuck in a cycle of hiring, burning out, and repeating?
we recently saw a job post for a Director of Marketing tasked with running paid ads, managing social media, writing blogs, sending emails, reporting on data, updating the website, and managing the brand. salary? $60k.
no one can do all of that in a 40-hour week. and no one will — not well, not long-term, and not in a way that drives real ROI.
so, here’s your reminder:
✍️ if your job description sounds like a unicorn, you’ll hire a ghost.
most small businesses struggle to hire marketers because they ask for one person to do five jobs.
what to do this week:
🔍 audit your current or open job listing
→ are you hiring a strategist, an executor, a designer … or all three?
→ rewrite the post to reflect the one job you really need right now.
🤷 not sure what to prioritize?
→ if your goals are top-line growth and go-to-market strategy: you need a strategist.
→ if you have a strategy but no one to do the work: hire an executor.
→ if you’re launching a visual brand or digital presence: start with a designer.
and if you still need all three but can’t afford them full-time?
that’s where a trusted agency partner comes in. (hi, that’s us.)
multiple disciplines that are all super focused on you without the overhead or benefits of a salaried team member. we can even help you vet your next hire so you don’t waste time or money.
the takeaway:
hire for what you actually need and don’t be afraid to bring in a partner who can help you build the team that gets you there.
*Sources: Gartner, Harvard Business Review
