What is fractional marketing?
Fractional marketing is outsourcing a fraction of a business’s marketing to an external marketing specialist or team. There are many reasons why a company might do this, especially in the B2C (business-to-customer) and nonprofit space.
Promoting your business and services, creating engaging content, and managing a marketing campaign are time-consuming and require industry expertise. This is especially difficult for start-ups or small—to medium-sized businesses without the necessary skills or resources.
Key benefits of fractional marketing
1. Website design and development
Websites are customers’ first port of call, so creating a good first impression counts. Using web design and development professionals to create simple, intuitive designs with user-friendly website navigation ensures visitors find information easily, boosting potential engagement.
2. Digital marketing strategy
Marketing campaigns require a strategy and action plan that incorporate engaging content with the right tone and messaging and be visually appealing. A solid strategy aims to generate brand awareness, nurture customers, and ultimately convert online engagement into sales. Hiring a fractional marketing expert for strategic marketing insights can be invaluable.
3. Digital marketing support
Hiring external content writers and graphic designers has become a more commonly known element of fractional marketing as they have the skills and technology to create engaging content to suit specific target audiences.
BeOnTop offers fractional marketing services for web design and strategic marketing in line with branding and target audiences.
What is the role of a fractional Chief Marketing Officer?
A fractional CMO drives business growth and helps shape brand identity. They can also:
✅Incorporate software and campaign management platforms for easier, consistent content publishing.
✅CMOs often work alongside key stakeholders and internal staff to provide marketing leadership and oversee the entire marketing strategy.
✅Encompass a deep understanding of a business’s customers and motivations and business value proposition.
✅Help define key competitor differences and use this information to maximise marketing messages.
Without this expertise, businesses can often promote the wrong services to the wrong audience in the wrong way.
Why nonprofit organisations benefit from a fractional CMO
Nonprofit organisations face many marketing challenges.
They are often underresourced, have a limited budget, or are averse to marketing if it feels pushy or manipulative. It’s common for existing staff members to take on ad hoc marketing tasks, but many don’t have the time or skills to execute effective campaigns.
Nonprofits need marketing to promote their good work, encourage new donations, and attract members to help spread awareness. Hiring a nonprofit fractional CMO specialising in the not-for-profit sector is cost-effective and beneficial as they form an integral part of the team and provide valuable expertise where it’s needed the most.
Contact BeOnTop at 1300 172 839 today to discuss our flexible, fractional marketing and results-driven solutions!
Frequently Asked Questions
What is fractional content marketing?
Fractional content marketing is a strategy where businesses hire experienced content marketing professionals on a part-time, contract, or project basis. This approach allows companies to benefit from expert-level content strategy, creation, and distribution without the costs and commitments of a full-time hire.
What is a fractional Chief Marketing Officer?
A fractional Chief Marketing Officer (CMO) is a highly experienced marketing executive who works with key stakeholders in the business to provide high-level strategic marketing leadership and expertise to help businesses grow.
Why hire a fractional marketing agency?
Hiring a fractional marketing agency is a smart move for businesses, especially nonprofits, that need marketing support but lack the budget. Benefits include cost-effective strategies, flexible support, access to industry-specific skill sets, and faster execution of marketing tasks.
How does fractional marketing differ from traditional marketing agencies?
Fractional marketing provides businesses with part-time, high-level marketing experts who integrate into the company’s operations. They are flexible and used on an as-needed basis. Fractional marketing offers strategic leadership, growth planning, and hands-on execution.
What are some common misconceptions about fractional marketing?
A common misconception about fractional marketing is that it’s just for small businesses, but mid-sized and large companies use fractional marketing to supplement internal efforts or drive specific initiatives. Another misconception is that fractional marketers are the same as freelancers. However, freelancers typically handle task-based work, whereas fractional marketers operate strategically, often leading marketing efforts, setting long-term strategies, and managing in-house or outsourced teams.
Fractional marketing isn’t just for short-term needs. Its practitioners work on long-term objectives and provide strategies without committing to a full-time hire. Although an hourly rate or retainer fee may seem high, it is often a more cost-effective solution than hiring a full-time executive with salary, benefits, and overhead costs.
