This debate has been going on for a while now and it doesn’t look like it’s going to die down
any time soon.
The question is about deciding between a Jack of All Trades marketing MacGyver, or a
highly specialized Marketing Guru.
Or, in simpler terms, should you choose a marketing generalist or specialist?
The modern – pardon the pun – marketing market – is abundant with both, each type of
marketing professional rightfully claiming their place under the sun. It’s a veritable jungle
now, and we’re all in the midst of it, having lots of fun in the process.
But now let’s be serious, and before we talk about your specific marketing strategy, define
and examine each of those two options.
The Marketing Generalist
For one, there are many merits to hiring a generalist. For one, you really only need one of
them. Their all-inclusive package of skills allows this type of professional to attend to your
SEO, monitor client engagement, track your Google ranking, run AdWord campaigns and
even design your websites with client engagement in mind. The savings your marketing
budget will see by hiring only one person for all of those jobs can be pretty significant.
The problem is that in the past few years, those tasks / functions had become so complex
that it is becoming harder than ever to be and remain a good marketing generalist. You
either stick to it and keep your skills general and relatively good – or become worse at it over
time. Or, as a third option, you gradually start specializing in something specific and become
really good at it.
The Marketing Specialist
This means that when you want a specific task done really, really well, you will be better off
getting someone who specializes in it almost exclusively. For example, there are specialists
who excel on digging out sites who wound up in Google’s “sandbox” and lost rankings due to
penalties. When nothing else works, getting such a pro on board is the best bet for solving
the problem. At the same time, you have to be ready to foot a hefty bill.
The downside is obviously that being focused as they are, they will not be very good at
anything but their field of expertise and will revert to it as their default. For example, an Ad
Expert will likely build a marketing strategy revolving around ads even if your industry works
better with Blogging and Organic SEO. Or vice versa.
This debate really boils down to this final conclusion – neither is generally better than the
other. It all depends on what your industry is, what your intended audiences are and other
things that need to be figured out before you choose. And there’s a fair chance you will need
both at one point in time or another.
It is probably best to start with a generalist for a good planning and strategizing stage, and
take it from there, taking specialists on board as the need presents itself.
Or better still, work with a company that hires many different Toronto marketing specialists,
giving you the 360-degree outlook of a generalist and access to all the specialized
knowledge you require, on demand.
Feel free to contact us for more detail about pricing, services and recommendations!