So, you have a budget and a team to deliver your business or organisations marketing and sales goals – but when one of your team leave, you are left short handed and without key skills.
How do you keep growing your business, make more sales and deliver better returns with less budget and a smaller team?
Every business has been asking themselves this question and now, public sector organisations as well as businesses dependent on contracts from the public sector, have to face up to this same conundrum.
So what do all business and organisation leaders need to do?
Okay, essentially, achieve more with less (ie increase efficiency or productivity).
Any new business or marketing spend is classically defined as being half good and half bad – and that we never know which half is bad.
But this saying only applies to businesses buying traditional 3rd party advertising campaigns.
More and more marketing and customer retention activities are digital and therefore, in the control of the company (through websites, social marketing, networking, email marketing, customer relationships etc…) such that the cost has become principally a staff cost instead of an advertising space cost.
This change which has taken place over the past 10 years has seen web managers and digital marketing manager roles created where previously there were none.
It also means that companies and organisations are committed to spending on monthly salaries, offices, employment taxes and add on costs, whereas before, if sales turned down, they could cancel an advertising campaign over night.
Hence, businesses are carrying more fixed cost liabilities than ever before. And therefore, how do they urgently reduce their fixed costs and yet grow?
A key solution is to engage with more marketing talent on a freelance or project basis. Now, this might be with an agency for larger firms, or an individual for smaller businesses.
However, the critical point is that this is a resource that is bought only when needed and can be turned off quickly if no sales or insufficient sales come from any campaign.
Hence, the business can regain the ability to switch campaigns or trial different campaigns much more easily and with less risk.
Of course, any sales and marketing activity needs to be co-ordinated, but the freelance talent pool has developed now to the point where it is perfectly possible to hire in these high level project or campaign management skills too.
The fact that so many campaigns are now digital delivers added benefits too.
Firstly, a far greater ability to switch projects on and off, and adapt the products and services to the changing needs of the consumer. Also, handled right, it should also mean that the cash can be diverted to those activities that are giving a better return.
Secondly, it is much easier to collaborate from distant locations on digital campaigns, than traditional ones. Therefore, freelance working is much more natural on digital campaigns – as well as cheaper and more efficient.
All in all then, the job freeze and shift to digital marketing which is leading to wider dependence on freelance talent could be a blessing in disguise as it allows businesses to engage in a more efficient way of finding, developing and selling to new and existing clients.
Bring it on!