What’s the Reality of Being a Solo Marketer? If you’ve ever worked for a small business, you’ve probably seen how roles can shift overnight. One day you’re looking after admin, customer calls or a bit of sales support, and the next you’ve somehow become the person “doing the marketing”.
There’s rarely a formal handover either. No quick chat about how to measure success, and definitely no updated job description. Someone will ask you to handle a few small tasks, and before you know it, you’ve taken on an entirely new role.
At redrose.digital, we meet a lot of people in this exact position. They care about the business, they want to help, and they’re trying to make marketing work without the clarity or structure they need. If this sounds familiar, you’re not alone.
But before we dive into the solutions, let’s take a closer look at what a solo marketing role actually entails, and why it can be so challenging.
What a Solo Marketing Role Looks Like in a Small Business
In most SMEs, marketing doesn’t begin with a complete strategy. It usually starts because something needs updating, fixing or promoting.
A new service launches. The website looks like it belongs in 2010. Social media activity has died. Someone asks for a quick email newsletter, and before you know it, the “marketing person” is born.
There’s nothing wrong with introducing marketing gradually, but it can leave the person responsible chasing tasks rather than working toward a steady plan. Expectations grow quickly, and the role becomes a mixture of everything the business wants to improve—all at the same time!
The Reality of Handling Every Marketing Task Yourself
Marketing covers a wide range of activities, and most people underestimate how quickly the list expands. A solo marketer might be asked to write content, design graphics, update the website, schedule posts, take photos, organise campaigns, and handle reporting, all while keeping the brand consistent.
None of these tasks are unreasonable on their own. The challenge comes when they all rest on one person’s desk, often alongside their original job. By the time you’ve caught up with one area, several new requests have already appeared. It’s easy for things to slip, even when the effort is there.
The Skills One Person Can’t Realistically Cover
One of the biggest misunderstandings around marketing is the idea that it is a single skill set.
In reality, it covers strategy, writing, design, data, SEO, paid ads, CRM, audience research and more. Each area can take years to learn properly.
Most solo marketers have strengths in one or two of these areas, which is completely normal. The difficulty comes from being expected to cover all of them at the same time. It can feel like learning a new job every week, especially when the business needs quick results.
Pressure Points That Come from Unclear Direction
Solo marketing roles often come with a lack of clarity. Without defined goals, a set budget or clear priorities, the work becomes reactive. Tasks arrive in the order people think of them.
Plans pause when something new becomes urgent. Campaigns start strong but stall because the business hasn’t agreed on what “done” actually means.
This creates pressure for the marketer and frustration for the business. Both sides want progress, but neither has the structure to make it happen at the pace they expect.
The Challenges of Making Every Marketing Decision Alone
When you’re the only person handling marketing, every question comes your way.
Which email marketing platform should we use? Should we spend on ads? Is this copy punchy enough? What’s the best way to track leads?
Even confident marketers need another perspective sometimes, and having no one to talk an idea through with makes decision-making a million times more stressful.
It also leads to second-guessing. Without a sounding board, the safest option often wins, even if it isn’t the best one.
The Business Impact of a Stretched Marketing Role
Over time, these challenges start to show in the business. Social channels go quiet. Website updates stall. Promising ideas never quite make it past the draft stage. Lead generation becomes inconsistent. The brand looks slightly different every time it appears.
None of this is a reflection of the marketer’s ability. It’s a sign that the business has outgrown the “one person does everything” model, and the role needs more structure around it.
How Fractional CMO Support Helps Solo Marketers
Fractional CMO support gives solo marketers the help they’ve been missing. Instead of trying to juggle every skill, they get a clear plan, consistent priorities and access to specialists who can handle the areas that fall outside their experience.
They don’t replace solo marketers. Far from it. Fractional CMOs simply provide them with the foundations, tools and guidance to deliver work they’re proud of, without feeling like they’re carrying the whole department alone.
Building Steady Marketing for Growing Businesses
Solo marketers can do brilliant work with the right setup. Once the role has a proper direction, a practical plan and enough support to keep things moving, everything becomes easier. Marketing becomes consistent. The business sees progress. And the person in the role finally has room to breathe.
And don’t we all need that sometimes?
redrose.digital: Supporting Solo Marketers Across Milton Keynes
At redrose.digital, we support solo marketers and growing SMEs across Milton Keynes with the clarity, structure and hands-on help they need to build a reliable marketing system. If you recognise any of the challenges in this guide, we’re here to help.