The Mistake Small Businesses Make When Hiring for Marketing

Many small businesses reach a point where they realize: We need better marketing. The logical next step? Hiring help. But that’s where things get tricky.

Should you hire an outside marketing agency or bring in a marketing generalist (either as a freelancer or an in-house hire)?

Most businesses default to agencies because that’s what they assume they need. Agencies promise “expert teams,” “comprehensive strategies,” and “results-driven marketing.” But many small businesses quickly realize:

• They’re spending a lot without seeing real impact.
• They’re locked into a long-term contract before knowing if it works.
• They’re getting a generic approach that doesn’t fit their specific needs.
  

The truth is, an agency isn’t always the right first step. In many cases, small businesses get better results, faster and more affordably, by hiring a marketing generalist first.



This article will break down the key differences, when each option makes sense, and how to make the best decision for your business.

Marketing Generalist vs. Marketing Agency: What’s the Difference?

A marketing generalist is an individual (either full-time, part-time, or freelance) who has a broad skill set across multiple marketing areas. They can plan and execute strategies across different channels, rather than just specializing in one thing.

A marketing agency is a company that offers specialized marketing services—such as branding, social media, SEO, or paid ads—usually delivered by multiple team members.

What a Marketing Generalist Can Do for a Small Business

• Assess what’s actually needed before jumping into execution.
• Create and implement a marketing strategy instead of just running campaigns.
• Adapt quickly as the business evolves, without long-term contracts.
• Work across multiple marketing channels—social media, email, SEO, website, and more.
• Cost less than an agency (often by a significant margin).

What an Agency Can Do for a Small Business

1. Provide specialized services like in-depth SEO or advanced paid ad campaigns.]
2. Scale marketing efforts faster if you already have a strong strategy in place.
3. Bring in a team rather than relying on one person.
4. Handle high-volume marketing needs for businesses that are already established.

Key Takeaway: If you don’t have a solid marketing foundation yet, hiring an agency too early can be a waste of money. A generalist helps build that foundation before you commit to bigger investments.

Why Agencies Aren’t Always the Best Fit for Small Businesses

1. Agencies Are Built for Larger Businesses

Many small businesses expect an agency to “handle everything,” but most agencies expect their clients to already have a clear direction.

Without a strong internal marketing foundation, hiring an agency can lead to:

1. Overpaying for services that aren’t actually needed.
2. Generic, one-size-fits-all strategies that don’t fit your specific business.
3. No long-term strategy—just campaign execution without direction.
   

2. Agencies Won’t Adjust to Your Changing Needs

Small businesses evolve quickly. What works today might need to change in six months.

Marketing agencies typically lock businesses into long-term contracts, making it difficult to pivot.

On the other hand, a marketing generalist adapts as your needs shift—they can tweak your strategy, test new approaches, and ensure your marketing evolves as your business grows.

3. Agencies Rarely Handle Everything You Expect

Even with an agency, small businesses still need someone in-house to oversee marketing and coordinate with the agency.

This is where a marketing generalist becomes a crucial first step—they help build a strong marketing system before outsourcing specialized tasks to an agency.

When to Hire a Marketing Generalist First

If your business is in one of these situations, hiring a generalist is likely the better move:

• You don’t have a clear marketing strategy yet. You need someone to figure out what actually works before investing in larger campaigns.

• You’re struggling with consistency. You need someone to take ownership of marketing, not just run one-off projects.

• You have limited budget and need a broad range of skills. A generalist can handle multiple areas—social media, content, email marketing—without the cost of multiple specialists.

• You’re not sure what marketing channels work best yet. A generalist can test different approaches and see what drives results before scaling.

• You want flexibility. Instead of locking into an agency contract, a generalist gives you more adaptability as your business grows.

Want to know how to build an effective small business marketing strategy? Check out our guide here.

When to Consider an Agency Instead

There are cases where hiring an agency does make sense. You might be ready for an agency if:

• You already have a strong marketing foundation and need to scale.
• You need a highly specialized service, like advanced paid advertising or technical SEO.
• You have the budget to invest in long-term marketing campaigns.
• You have an internal team to oversee the agency and make sure they deliver results.

If these apply, an agency could be the right move—but only if you have the right foundation in place first.

The Best Approach? A Marketing Generalist First, Then an Agency

For most small businesses, the best path looks like this:

1. Start with a marketing generalist. They help you build the right strategy, test different marketing approaches, and figure out what actually works.
2. Once you have a solid foundation, bring in an agency for specialized services. This way, you won’t waste money on the wrong tactics—you’ll know exactly what you need.

Need help deciding what’s right for your business? Schedule a free marketing audit: https://greenlightstudio.co/#audit

Don’t Waste Money on the Wrong Marketing Help

Many small businesses assume hiring an agency is the answer, but without a strong foundation, it often leads to wasted money and frustration.

A marketing generalist helps set up the right systems first, making sure your marketing is effective before bringing in bigger teams.

• Want personalized guidance on your marketing strategy? Book a coaching call: https://greenlightstudio.co/#ContactUs
• Subscribe for more insights on small business marketing: https://www.youtube.com/@greenlightyourmarketing

Marketing should be strategic—not just expensive. Make the right hire at the right time, and your small business will see far better results.