Marketing isn't your job (...here's what is)

If you're a small business owner, I’m guessing your to-do list today already includes about 17 things too many. And if one of those things is "figure out what to post on Instagram," let me stop you right there.

Because marketing? It’s not your job.

Yes, I said it. Your job is to grow the business. To serve your clients. To make the product. To run the thing. Your job is not to stare at a blank Canva template at 10:47 PM trying to write a caption that sounds "on brand."

So why do so many business owners take it on anyway?

Because marketing is personal. It’s how your business shows up in the world. It’s your voice, your visuals, your values—put on display. And because we’ve all posted on social media personally, it feels like something we should be able to figure out on our own.

But here’s the truth: posting for your business is a different beast entirely. It’s not just about being visible—it’s about being strategic. It’s about creating a consistent presence that attracts the right people and drives real action. And that requires clarity, creativity, and consistency—things that are hard to summon when you’re already doing everything else.

Marketing is often the last thing business owners are willing to outsource because it feels like giving up control. But what you’re really doing is giving it the attention it deserves. You’re stepping into the role of creative director—not content creator. You’re choosing leadership over micromanagement.

Here’s what is your job:

• Knowing what you want your business to be known for

• Having clarity on your voice, values, and audience

• Creating space to bring in the right people to help you execute

Notice I didn’t say, “Learn to create Tik Tok reels.” Because the truth is, you shouldn't.

The sooner you step into the CEO role—the one where you get to direct, approve, and guide (not do, revise, and resent)—the sooner your marketing becomes strategic, consistent, and way more effective.

Pro tip: Start by identifying one piece of your marketing that you hate doing or that always gets skipped. THAT is your first hand-off.

And if you’re not sure what to delegate or how to build a plan around it? That’s where I come in.