Business owners’ guide to freelance or in-house marketing
- Do you have a strong understanding of who your customers and prospects are?
- Do you have a marketing strategy in your head, on the back of an envelope or written down?
- Do you, like most business owners, struggle to find the time to get enough marketing and sales done?
If you answered NO to any of the above then a Senior Marketing Consultant could be a great help – I know and have used a few over the years for my business so please message me directly if you would like a recommendation.
If you answer yes to ALL the above then you probably need a Marketing DOER – someone to get your marketing strategy actioned on a day-to-day basis. But who could that be? And is a freelancer best or would someone in-house be more effective?
Over the years I have used lots of freelancers to get marketing done but I have come to the conclusion that in-house marketing is often much better…why is that?
Integration and continuity is key…
For a start, I found that my marketing and sales were more successful if I had someone chipping away – it’s little and often…the steady drip, drip, drip.
Relationships have to be built at the speed that the prospect wants to move at, so that when they are ready to purchase, you are still front of mind. I found that having someone inhouse enabled those relationships to grow at a steady pace and provided that vital continuity. Plus my in-housers understood the nuances of my business, the quirks of my customers, our philosophy and culture. Importantly, they could spot potential pitfalls and wrong moves that a freelancer, no matter how good, simply couldn’t. A freelancer can never know your business as well as you or your staff do and as they dip in and out of the business, they might miss potential stories and opportunities.
Experience has taught me that marketing and sales is the responsibility of everyone! It should not be something that is done to the business but rather something that is totally integrated to the function and processes of all aspects and roles. This can never be achieved by the limited influence an outsider can have.
But sometimes that outside perspective and industry knowledge from an agency DOES help enormously, especially if you are an SME with limited exposure to the latest digital marketing developments. The freelance or in-house marketing conundrum is never black and white (hence why I have tried both over the years and will continue to do so) but the simple guide below will help you navigate to the right path.