As a media sales rep, you’ve probably encountered an objection along the lines of, “No thanks, I’m fine running my own website” or “My Facebook page is all the digital I need, and I’m managing that myself just fine.”
Sound about right? Seventy-one percent of small business owners say they do their own digital marketing, according to Linchpin. However, Veloxsites revealed that the majority of SMBs want someone else to handle their digital, with 10% saying they plan to migrate from DIY to DIFM (do-it-for-me) this year.
They're realizing the DIY route isn't as easy or effective as they thought.
The problem? Low ROI. Doing digital marketing properly is a big investment in time, effort, and resources—especially for a small business owner—and DIYers simply don’t see results anywhere near what they would with the DIFM approach.
So why have so many SMBs attempted to handle digital on their own? And why hasn't it worked the way they'd hoped?
Because they've underestimated what it takes to execute a strong, long-term digital strategy.
There’s a common misconception among small business owners that if they’re doing one aspect of online marketing—say, maintaining a basic social media presence—they’re doing sufficient digital.
That’s simply not true. In areas like social media, DIY can make perfect sense—especially for a small business. But it’s only one piece of the puzzle. If they want to build a strong digital foundation that ensures continued success, they’re going to need the other pieces. And those pieces have to fit together.
Don't let your advertisers go down the DIY road—it's a dead end. Effective digital marketing cannot be done piecemeal. Instead, provide them with solutions that look at the big picture and set them up for long-term success.