One of the most common questions potential clients, colleagues and friends ask me when I say that I provide fractional marketing services is "ok, but what is fractional?". It's a fair question that deserves a bit of clarification–what does it mean, and how does it differ from part-time roles, or consulting?
What is a Fractional Marketer?
A fractional marketer is a marketing professional who works with an organization, offering a fraction of our time and expertise. We often support 1-2 other organizations at the same time to focus on each organization's brand and marketing strategies–thus the name 'fractional'. Essentially, businesses hire us for a certain percentage of their time depending on the support needed and often on a monthly retainer or contract basis. We are typically focused on providing leadership, strategy, and oversight, as opposed to day-to-day tactical execution.
The Value a Fractional Marketer Brings to an Organization
So why on earth would an organization hire a fractional marketing leader? The reality is that we can bring a range of benefits, particularly for small to mid-sized companies that need high-level marketing strategy and leadership, but may not have the budget or need for a full-time executive.
Access to Expertise at a Lower Cost
Hiring a full-time Chief Marketing Officer (CMO) or VP of Marketing is expensive - really expensive. With a fractional marketer like me, you gain access to the same level of expertise and experience, but at a fraction of the cost. This allows your business to benefit from top-tier marketing strategies and leadership without the long-term commitment or high salary of a full-time executive.
Flexibility and Scalability
In addition to cost savings, a fractional marketer allows your business to scale its marketing efforts up or down based on need. So you can engage us for a set number of hours each month, making this arrangement more adaptable to changing business conditions, whether you’re experiencing growth, launching new products and initiatives or focusing on streamlining operations.
Focused Expertise
Since marketing is such a vast ocean of specific skillsets that most organizations can't possibly hire as full time employees, so too are fractional marketing leaders. We often specialize in key areas of marketing, such as digital strategy, branding, or lead generation. For example, I specialize in brand strategy, marketing strategy and product launches as a fractional marketing leader. Other fractional leaders may specialize in growth marketing and lead generation. The beauty of it is you can hire a fractional marketer whose strengths align with your immediate needs, gaining targeted expertise.
Differences Between Fractional, Consulting and Part-Time Marketing Roles
Ok so after I explain what fractional is, I usually get a follow up question along the lines of "how is that different than being a consultant?" Also a really great question. Let's clarify the difference between fractional, consulting and part-time. Understanding the distinctions between these types of roles can help you decide which option is best for your organization.
Fractional Marketer vs. Consultant vs. Part-Time Employee
Fractional Marketer: Works with your organization regularly, as a part of your leadership team, and contributes to long-term strategy while overseeing implementation. They are often involved in ongoing marketing operations and take on a role similar to a CMO, but on a part-time basis and as a 1099.
Consultant: Typically brought in for a specific project or to solve a specific problem. Once that problem is solved, the engagement ends. Consultants provide guidance and strategy but are less involved in the holistic strategy, and day-to-day marketing operations.
Part-Time Employee: Employed directly by the organization - usually with a W2 - and typically focused on the execution of marketing tasks. While they may contribute to strategy, they are often more involved in implementation rather than leadership or big-picture planning.
To be clear, many fractional marketers (myself included) are also capable of consulting on just a specific project or problem that is a short-term issue to sort. And many of us do just that in addition to our fractional marketing work–so don't assume that if someone is a fractional leader that it means they cannot help you with a more targeted issue too. We can.
When to Consider Hiring a Fractional Marketer
A fractional marketer is ideal for companies that need senior-level marketing expertise but can't justify the cost of a full-time CMO or marketing director. If your organization is experiencing any of the following, a fractional marketer like me might be the right solution:
You’re a small to mid-sized business looking to scale but don’t have a dedicated marketing leader
Your company is in transition, such as entering a new market or launching a new product, and needs short-term, high-level marketing guidance
You have a capable marketing team in place, but lack the senior strategic leadership to guide their efforts
You’re a startup that needs experienced marketing direction but isn’t ready to commit to a full-time hire
Conclusion
A fractional marketer like myself can be a powerful asset for organizations looking to improve their marketing strategy without the expense or commitment of a full-time executive. Offering expertise, flexibility, and an immediate impact, I help companies scale their marketing efforts in a cost-effective and efficient manner.
Hopefully by now understanding the differences between fractional, consulting and part-time roles, your organization can choose the right solution to fit your needs and objectives. Now that we've cleared that up, please reach out to schedule some time to discuss your marketing needs. I'm here to help!
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