Do you need a marketing specialist or marketing generalist?

Which makes the most sense for you?

It’s common for Big Opposable Thumb to be contacted by a potential client needing a specific task, say a logo or a website. Their “ask” usually strikes these clients as being limited in scope—until we start talking. That exchange leads to a barrage of fact-finding questions designed to help me understand the story behind the request. Every brand has a story. Every entrepreneur has a mission. Capturing that information is crucial to performing a given task, and in-between that story and the result, there’s a lot of blank lines on a notebook.

There’s a meme that captures this idea best:

Step #1: Create product

Step #2: …

Step #3: Profit!

I don’t go into a call or meeting expecting to persuade this person or business to sign on to a full-blown marketing strategy, but often that’s what ends up happening.

Why? Because at heart, I’m a marketing generalist.

My education and experience have shown me time after time that seldom does a logo or website ever satisfy the ambitions of the story behind the request. There’s always a bigger picture that lacks definition, or an end goal that is light on specifics.

Quite often, Big Opposable Thumb ends up being Step #2.

The case for the marketing generalist:

Why they make sense: Generalists, as their name suggests, are adept at wearing multiple hats. They handle diverse tasks, from content creation to social media management, email campaigns, and analytics. For small businesses with limited resources, this versatility is a game-changer.

Why they may not make sense: Hiring a generalist can be more cost-effective than assembling a team of specialists. Instead of juggling multiple salaries, you invest in one skilled individual who adapts to various marketing needs.

On the flip side, there’s always the scenario where a very specific task or competency is all that is required. That business owner has their strategy. They know where they’re going and what their messaging will be. All that’s missing is … _________________.

Enter the marketing specialist. Someone who, as Liam Neeson in ‘Taken’ says, “has a specific set of talents…”

The case for the marketing specialist:

Why they make sense: A specialist is great for filling a specific need, and best suited for small marketing firms or corporate in-house agencies. A marketing specialist has deep knowledge and laser focus on areas (such as SEO, content marketing, or social media) that yield targeted results.

Why they may not make sense: A specialist often lacks enough experience or insights to be able to contribute to cross-disciplinary marketing situations or manage big picture strategies.

Context matters:

Evaluate your business needs: Consider your business size, goals, and available resources. If you’re a small business aiming for efficiency, a generalist might be your best bet. However, if you need targeted expertise, specialists can elevate your marketing efforts.

Blend and balance: Don’t shy away from a hybrid approach. Blend specialists and generalists to create a well-rounded team. Specialists can dive deep, while generalists ensure seamless coordination.

In the marketing arena, there’s no one-size-fits-all solution. Assess your unique context, weigh the pros and cons, and make an informed choice. Whether you lean toward specialists, generalists, or a harmonious blend, remember that adaptability and collaboration are keys to success.

So, small business owner, which path will you choose?