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  • Writer's pictureSandi Green

Full time or Fractional: how to build your marketing team

You've built a great product and raised funding for an 18-month runway. Engineering is hard at work adding features and bug bashing. Product is heads down, planning the roadmap and keeping an eye on the competition. As Founder, you're also handling Sales and getting traction with new customers. Customer Success is feeling great about their shot at your first round of renewals. 

Then you remember Marketing. 

Maybe your Growth Marketing Manager could have been a better fit due to timing and is leaving for greener pastures. You may have a young team of generalists and need a marketing leader to take the reins and ramp up your strategy quickly. You could hire a few headcount, but for which skills? And more importantly, who's going to manage it all? All while the clock on your runway is ticking. It might be time to consider fractional marketing help. 

What is Fractional Marketing?

Fractional marketing lets companies tap into high-level marketing expertise without committing to a full-time hire or dealing with the added costs of employee benefits and training. This way, you only pay for what you need when needed. It's perfect for businesses that need expert marketing help but can't justify the cost of a full-time hire. Whether launching a new campaign, improving your online presence, or analyzing market trends, fractional marketers boost your efforts and help you reach your goals.

What are the Benefits of Fractional Marketing?

One of the biggest perks of hiring fractional marketers is the flexibility they offer. Your marketing needs vary significantly throughout the year, especially if you're a startup. A full-time team will need time to ramp up and harness all the skills needed at this stage in your business's journey, resulting in turnover and disruption to your mission. As a young business with limited runway, you need the experience experts can bring to the table, but you might not be able to afford the salaries. Fractional marketers come in for a short period of time (usually 3-23 months) and apply their expertise to achieve your goals faster. With fractional marketers, you can bring in help as needed, ensuring your marketing stays on track with your business goals without the hassle of managing a full-time team.

How Can Fractional Marketing Benefit Enterprise Marketing Teams?

Fractional marketing is for more than just startups. Suppose you're a CMO experiencing a double whammy of employee turnover and a hiring freeze. In that case, fractional marketing might be a viable solution. Fractional marketers help with specific areas like a company rebrand, post-merger acquisition, or revamping your SEO and paid strategy. You can hire the subject matter experts you need and integrate them into your marketing team. You can think of fractional marketing teams as pinch hitters on your bench in baseball. 

How is Fractional Marketing Different from Marketing Agencies?

Traditional marketing agencies focus on 1-2 areas of marketing: SEO, Paid Ads, Brand, and Website Design. They employ people with deep subject matter expertise and focus. They focus on filling a specific gap (or two) in your marketing strategy. Their engagements can be project-based or long-term and run anywhere from a few months to a few years, depending on your needs. Specialized SEO and brand design agencies require someone from your team to manage the relationship, project deliverables, and performance. 

Fractional marketing teams take a full-stack approach that includes brand design, SEO, paid ads, content, product marketing, go-to-marketing strategy, events, and marketing operations. They focus on delivering all the stuff you need to execute your marketing strategy and charge less than the cost of a full-time team. They operate as your in-house marketing team and often include a fractional CMO who's responsible for monitoring and reporting on performance and project deliverables. 

13 ways to use fractional marketing to grow your business

How Can I Use Fractional Marketing to Grow My Business? 

  1. Brand Campaign Strategy - develop brand campaign strategies to boost industry and market awareness

  2. Content Strategy, Audit, and Execution - build a content strategy based on your buyer persona, brand identity, and demand generation goals. Audit your existing content to identify gaps, then create the content needed to support your marketing campaigns.

  3. Market Research - identify audience insights to inform ICP, persona, competitive landscape, and unique selling proposition

  4. Channel Mix - identify which marketing channels best suit your target audience. Create multi-touch campaigns that produce the opportunities needed to support your sales targets.

  5. Website Audit and Redesign - validate buyer journey through content, context, and functional elements of the website to optimize traffic, conversion, and search engine results

  6. Customer Marketing and Engagement - analyze the customer journey to improve upsell opportunities, reduce churn, and ensure high customer satisfaction and loyalty

  7. Paid Ad Strategy - validate industry and brand keywords with the best chance at reaching your target audience and converting to sales opportunities

  8. SEO Strategy and Execution - use ICP and industry keyword insights to create an organic search game plan that leverages high-value content for each stage of the buyer journey

  9. Sales Enablement - equip market-facing teams with tools, resources, and training to improve sales performance and the customer experience

  10. Product Launches - drive development and go-to-market collaboration with project-driven launches that showcase new products and features that attract new customers

  11. Event Strategy and Execution - leverage ICP data about behavior and buying preferences to develop an event strategy that builds on your company brand and offers your audience and market-facing teams enough opportunity to interact with each other in person and/or virtually.

  12. Marketing Operations, KPI, and Board Reporting - manage and maintain the marketing tech stack and campaign-related operations to ensure consistent results. Utilize data analytics and top line reporting to support KPI measurement and business decisions. Summarize critical insights and opportunities to communicate to internal stakeholders and the board.

  13. Marketing ROI - identify the best value drivers across all marketing initiatives to determine where to spend the marketing dollars and resources.

Fractional marketing is a game-changer for businesses needing top-notch marketing skills without a full-time commitment. Whether you're a startup with changing needs or a bigger company dealing with staff turnover and hiring freezes, fractional marketers bring the flexibility and expertise to keep you on track. They can handle everything from brand campaigns to SEO strategies, making sure your marketing aligns with your business goals. In short, fractional marketing helps you get the most out of your marketing efforts and grow your business without the extra costs and headaches of a full-time team.

Miracle Max Marketing is here to help. Contact us for more information and to schedule an intro call to discuss your marketing needs. 

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