Don't Let Your Bookkeeper Do Your Marketing.
A good friend of mine posted an interesting statement on his Facebook page the other day. He asked a simple question to small business owners, “Who is in charge of your marketing, your bookkeeper or you? “ This was asked out of frustration from talking with small business owners who let their accountants or bookkeepers make decisions about the business owners marketing budget. He also made an insightful comment; if your bookkeeper was paid on your success, would they have a different opinion of your marketing budget?
I think this is an interesting subject. Who really is in charge of your marketing? If your bookkeeper was directly paid on the success of your business, would they hold the purse strings so tightly or would they be more likely to say less about your marketing budget or even encourage you to do more? Many small business owners probably don’t even realize they are letting outside influences control how they market their business. Whether it is a bookkeeper, a vendor or even your spouse, who is in the better position to determine how your marketing budget is spent.
A good marketing plan should never be looked at as an expense. When I hear small business owners tell me that they can’t afford their marketing, I tell them, “You can’t afford not to market your business!” An effective marketing program should generate revenue and give you a proven return on investment. If you are not getting a good ROI, then you need to tweak your plan. If you don’t know how to figure your ROI, then you need to call me!
As small business owners, we often have to wear several hats. Whether it is the marketing hat, finance or sales, ultimately, as the owner we are responsible for the success of our company. So please, don’t let someone who works for you or with you make decisions about your company that are not based on fact or which could have an adverse affect on your success. If you are not sure about a marketing or business decision, then hire a professional to get advice. Even then, unless their pay is tied to your success, make sure you consider carefully what they tell you and hold them accountable.
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