28 Mar 2026 04:19 PM

Why hire a digital marketing team, Aren't they all Imposters?

How to tell if you are a digital Marketer Imposer? And it could be a good thing

The other day I found myself Googling something slightly concerning:

“Are digital marketers imposters?”

 
Google kindly told me that around 85% of people in marketing roles feel like imposters at some point.
Honestly… that made me feel a bit better. At least I’m not alone. Though a little sad for all of us digital marketers doubting ourselves.

So why do we feel like imposters?

I’ve been thinking about this a lot lately, and I don’t think it’s because we don’t know what we’re doing.

I think it’s because of the nature of marketing itself.

And I also think… it’s something business owners hiring us, don’t always see — the uncertainty behind the scenes.

Two people can look at the exact same data and come to completely different conclusions.

And both can be right.

That’s because marketing isn’t a step-by-step process to follow — it’s a mix of data, psychology, creativity, and timing. There’s no single “correct” answer, which can make us second-guess ourselves.

We finally feel like we’ve got a handle on things — and then:

• The algorithm changes
• A new platform appears
• Consumer behaviour shifts
• AI changes the landscape

And suddenly, you’re learning all over again.
It’s a bit like parenting — just when you think you’ve figured it out, the rules change.
And what worked for child one doesn’t necessarily work for child two, three, or four — because they’re all different.

Digital marketing “It’s not rocket science” — which makes it harder

The truth is that digital marketing isn’t rocket science.

Business owners can do it themselves. There are tools, templates, tutorials everywhere.

So, when someone hires you, there’s this quiet pressure:

“They could be doing this themselves… so I need to get this right.”

Especially when:

• Budgets are tight
• Markets are competitive

And from the other side — if you’re a business owner — that pressure exists too.

You’re investing money, hoping it works, and often not fully seeing what’s happening behind the scenes.

We see campaigns that “go viral” and we are wowed. We think the marketers behind that campaign are magic or just lucky.
But we don’t see:
• The failed tests
• The campaigns that didn’t convert
• The months of trial and error
I’ve had campaigns I was sure would work… completely let me and my clients down
And others I wasn’t confident in perform really well.
That’s the reality of it.
It’s easy to feel a bit… ordinary in comparison.

So, are we Digital Marketing Imposters?

I’ve come to this conclusion:

If you’re asking that question, you’re probably not.

Because real digital marketers:
• Care about getting it right
• Question their decisions
• Keep learning and adapting
• Report the actual findings — both good and bad

That’s not imposter syndrome… that’s professionalism.

What clients are actually paying for when they choose IBC Digital

Yes — business owners can do their own marketing.

But what they’re really paying for when they hire someone is:

• Experience — knowing what tends to work (and what doesn’t)
• Efficiency — getting to results faster without wasting budget and time learning from scratch
• Perspective — seeing opportunities they might miss
• Consistency — showing up properly and with consistency across channels

I analyse data, but I also trust what I’ve learned over time.

And I think that’s where good marketing sits — not just in spreadsheets, but in good instincts, in understanding people and marketing trends.

It’s the gut feeling about the right opportunity for each unique business. It’s that combination of experience, instinct and data that gives campaigns a higher chance of success.

(It’s also probably why I’ve worked with some clients for years — which, when I think about it, is a nice reminder that I might be doing something right.)

It’s not rocket science — but instincts come from experience.

And experience comes from:
• Testing
• Getting things wrong
• Learning what moves the needle

That’s the part that’s hard to shortcut when you choose to market your business yourself.

And for the digital marketers you’re paying, it’s also the part that’s hardest to sit with when things aren’t going well…and when it can be hardest for clients to keep trusting in us.

So how do we feel more like “real” marketers?

Honestly… I don’t think there’s a finish line where you suddenly feel 100% confident.
Said no parent — or digital marketer — ever 😊

But this is what I’m focusing on:

• Upskilling — courses, conferences, staying current
• Networking — because two perspectives are better than one
• Experimenting — trying new ideas and learning from them
• Staying curious — not assuming we know everything

Maybe good marketing isn’t about knowing everything. And when we feel like we might be an imposter-remember this is a good thing, this is about being willing to keep learning.

And whether you’re:

• A business owner trying to figure it out yourself
• Or someone trusting another person to do it for you
• Or a digital marketer promoting your client’s company

It’s okay not to have all the answers straight away.

Because behind every “successful” campaign…
is usually a lot of testing, learning, and adjusting that no one sees.

If you’re a business owner thinking about getting some help — despite the honesty of this blog post 😊 — you can find more information on our digital marketing services here.