Ask an Expert
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NOVEMBER 2025 TOPIC: Become a Marketing Maven
Katy Dwyer
Founder of KDD Marketing (Formerly Katy Dwyer Design) |
OUR EXPERT: Katy Dwyer is a veteran of the marketing and design industry who founded her own graphic design business, Katy Dwyer Design in 2009. Katy grew her business from a one-woman team into KDD Marketing, a full-service, boutique marketing agency with seven full-time employees serving clients across New York, New Jersey, and Connecticut. The agency, which was named Ulster County’s Small Business of the Year in 2025, specializes in developing brands, building websites, and strategizing and executing holistic marketing plans to help clients reach and engage with target audiences. Katy has built a reputation as a trusted voice in the Hudson Valley New York’s marketing and branding community, sharing her expertise through classes, workshops, videos, blogs, and other community-focused initiatives. |
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“Can you suggest tips about growing social media? I post every day, but growth is slow. I incorporate stories and reels, but it has become exhausting. I retain followers, but I’d love to grow them at a faster rate.” ~ A.G. (GA), Hair Stylist
Dear A.G., A good social media strategy prioritizes quality over quantity, so start by evaluating your posting frequency. You mentioned you are fatigued, and believe it or not, maybe your audience is, too. Focus on creating engaging content. Content that resonates with your core audience and gets them to like, comment and share is one effective way to grow your audience. Scale back on posting every day (don’t get social burnout!) and use that extra time to plan a new content strategy. You’ve already been doing the hard part of posting regularly, meaning you probably have a lot of data built up from your profiles. Take a look at your analytics and note which posts and content are most engaging to your audience; plan more content like that. |
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But posting is only part of a good social media strategy. To grow your audience, you need to spend time on social media as your brand and interact with others. Reply to comments, engage with groups that have a similar audience, and find ways to connect with potential customers.
Be sure to give yourself a pat on the back and a little breathing room. Building a social following is a long-term endeavor. Don’t set unreasonable expectations.
Be sure to give yourself a pat on the back and a little breathing room. Building a social following is a long-term endeavor. Don’t set unreasonable expectations.
“Should you pay someone to create a marketing plan or do it on your own?” ~ Brenda (CA), Health Coach
Dear Brenda,
Whether you should pay someone to create your marketing plan or do it yourself depends on your experience, time and goals. As a business owner, you probably already wear many hats. While you might have great instincts about your audience, developing a full marketing plan requires strategy, research and a clear understanding of how different tactics work together. That’s why hiring someone to help with the planning stage can save time and help you avoid the trial-and-error that often comes with doing it solo.
Dear Brenda,
Whether you should pay someone to create your marketing plan or do it yourself depends on your experience, time and goals. As a business owner, you probably already wear many hats. While you might have great instincts about your audience, developing a full marketing plan requires strategy, research and a clear understanding of how different tactics work together. That’s why hiring someone to help with the planning stage can save time and help you avoid the trial-and-error that often comes with doing it solo.
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"Many business owners fall into a cycle of trying one tactic, such as running a few ads or posting on social media, only to give up when results don’t come quickly. A good marketing plan prevents that by defining how each effort supports the bigger picture and builds momentum over time." ~ K.D. |
A professional marketer brings an outside perspective and experience across different industries. They can identify which channels make the most sense for your business, what messaging will connect with your audience, and where your time and budget will make the biggest impact. Many business owners fall into a cycle of trying one tactic, such as running a few ads or posting on social media, only to give up when results don’t come quickly. A good marketing plan prevents that by defining how each effort supports the bigger picture and builds momentum over time.
If you decide to hire someone, it doesn’t mean handing off all your marketing forever. A well-crafted plan should be something you can execute yourself (or with light support) once it’s built. The goal is to have a plan with clear priorities, timelines, and realistic actions based on your resources. That way, you’re not spreading yourself thin or chasing every new idea, but following a strategy that fits your business. |
In the end, it’s about balance. If you have the time and know-how to create a focused plan, go for it. But if you’re unsure where to start or tired of guessing what might work, investing in a professional to design your marketing plan can pay off. You’ll gain clarity, direction and confidence knowing that your marketing energy is being spent wisely, and that every effort is tied to your larger goals.
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“Are e-newsletters still important? How long should they be? We stopped sending them, but I had someone suggest that we continue.” ~ Cathy (NY), Small Yoga Studio
Dear Cathy, Yes, e-newsletters are still important! Think of them as gentle reminders that keep your business present in your customers’ minds. Even if someone doesn’t open every email, simply seeing your name in their inbox is a touch point. It reinforces your presence and keeps your brand familiar. The length of the email isn’t what you should be focused on. What matters is value. People will read if what you’re sharing feels relevant and genuine. Focus on a few meaningful updates: a deal or special on classes, a wellness tip or a new workshop. Your goal shouldn’t be filling space, but offering something worth the reader’s time. Bonus if that content helps drive people through to your website! Frequency also matters. Sending emails too often can clutter inboxes and encourage unsubscribing, but going quiet for months means people may forget about you, or worse, think that the rare newsletter you send is spam. Plan a schedule that is sustainable, such as once or twice a month, and stick to it.
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Finally, keep your list clean. Regularly remove inactive subscribers or bounced addresses so your emails reach people who actually want to hear from you. And don’t email just to check a box. Make sure each message serves a purpose. When your emails consistently provide value, your readers will look forward to opening them, keeping your community engaged.
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“Should I pay someone to blog for us? We used to have members of our team do it, but it got to be too much.” ~ Anonymous (NJ)
Dear Anonymous, Content marketing is a key component of a search-everywhere optimization strategy. If driving new potential customers to your website is a top sales goal, then publishing fresh, high-quality content needs to be part of that equation. Each post is an opportunity to show up in search results, build authority in your field, and connect with customers who are actively looking for what you offer. The key is making sure the content you’re creating is keyword-rich, well-structured, easy for search engines to crawl, and a valuable read for your audience. Of course, blogging consistently takes time and resources to brainstorm topics, write, edit, publish, and promote each piece. If your team has struggled to keep up, you’re not alone. Hiring a professional writer or marketing partner can help ensure your blog stays active and aligned with your goals.
Whether you are considering outsourcing your blog writing or investing time and resources in-house, you are already showing your commitment to your business and its growth. Work toward a content calendar that aligns with your budget and capacity. You don’t need to publish daily (unless, of course, you’re a media company). Even one to two posts per month can make a meaningful impact on your SEO over time. |
“What are the most important questions I should ask a potential social media assistant? I’ve gotten too bogged down with trying to do it myself, but I don’t want to hire the wrong person. How many social media apps should you have? Is less more?” ~ Eve T. (TX), Artist
Dear Eve,
Dear Eve,
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A common mistake I see when businesses outsource their social media is hiring the wrong person for the job. They rely on a relative or friend who seems great at social media because they manage their own accounts well. But posting for yourself and managing social media for a brand are two very different things. One of the most important questions you can ask a potential social media assistant is, ‘Have you managed social media for other brands before?’ That experience makes a huge difference in understanding strategy, messaging and consistency.
The transition from you to your new assistant should be so seamless that the audience won’t even notice the change. That’s why it’s so important to find someone who can write in your brand’s voice, understands your messaging, and knows how to create engaging, original content that fits your overall style. The right assistant will represent your brand in a way that feels authentic to your customers.
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"The transition from you to your new assistant should be so seamless that the audience won’t even notice the change. That’s why it’s so important to find someone who can write in your brand’s voice, understands your messaging, and knows how to create engaging, original content that fits your overall style." ~ K.D. |
As for how many social media platforms you should be on, it really depends on your business and capacity. I wouldn’t classify this as a ‘less is more’ situation. But as with some of the other questions above, it is quality over quantity. If you or your assistant can only manage two or three platforms well, that’s far better than stretching thin across five or six. Being active on just one platform isn’t enough anymore, but that doesn’t mean you need to be everywhere either. The key is to focus your time and energy where your audience actually spends theirs. Choose the platforms that matter most to your followers, and show up there consistently with thoughtful, on-brand content.
