As a small business owner, outsourcing any part of your business can feel intimidating. Understandably so — your business is yours, and has been nurtured and developed through your own vision, dedication, and hard work.
Yet bringing others in to take on elements of your operation is critical as you continue to grow. As an accountant, you’re probably not as savvy at building a website as you are crunching numbers. As a wedding photographer, knowing what legal protections you need is probably not part of your expertise like proper lighting is.
Outsourcing the aspects of day-to-day business that you aren’t equipped to handle, don’t have time to handle, or simply don’t want to handle is a smart business move — and it allows you to focus on the parts of your business that need you the most.
A common area small business owners can (and should!) outsource is their marketing. From strategy to lead generation, social media to SEO content development, there are many tactics under the “marketing” umbrella that are critical to business growth, yet take time and skill to execute.
Whether you bring on a freelancer, a fractional CMO, an agency, or some combination of experts, here are six key traits to take into consideration when deciding who to work with.
1. Someone Who Listens
Every small business has its own needs, serves its own audience, and is on its own path. While many marketing tactics apply across businesses of different industries and sizes, the way they’re carried out and in what capacity is unique to the individual business.
Most engagements with a marketing pro start with some sort of intro conversation. During this discussion, they should be listening to your wants, needs, worries, and goals, and providing thoughtful feedback from there. Marketers who give canned, one-size-fits-all solutions that don’t align with what you’re after are probably not going to help you in the ways you need.
A good listener is someone who is attentive, respectful, and who asks intentional questions. When it comes to feeling heard (or not), you’ll know it.
2. Someone Dedicated to Being a Partner
The point of bringing in marketing help is to add someone to your sphere who can help take your business to new heights, which is why it’s critical that this person work in tandem with you to develop and implement a strategy that is reflective of where you are and where you’re looking to go.
A quality marketing partner prioritizes learning the ins and outs of your business. They understand how you serve and they operate with your end-user in mind. They’re just as invested in the success of your business as you are.
3. Someone Who is Flexible
Marketing is both an art and a science. It’s data-driven and results-oriented. Yet, it’s also a creative endeavor. What works for one business may not work for another. The way one tactic drives success may not have the same outcome in another scenario.
That’s why flexibility is so critical. A sound marketer is someone who is skilled in balancing tried-and-tested initiatives with adaptability. Part of being flexible is recognizing what’s producing the results you’re looking for and being nimble and fluid to pivot as needed in the pursuit of achieving the desired outcomes.
4. Someone Who Brings Ideas
The beauty of marketing is that the creative possibilities are endless. Part of the excitement of hiring marketing help is the idea generation that comes along with bringing in a fresh set of eyes into your operation.
When consulting with marketing professionals, ask them about the types of projects they’ve been part of with other clients. What was a wacky idea that worked? What was something they tried that failed? In general, having a marketing go-to as part of your (outsourced) team should be someone you can rely on for ideating creative solutions.
5. Someone You Enjoy Working With
Ultimately, whoever you work with — whether it’s an actual hire on your team, a freelancer, or a contracted service provider — should be someone you enjoy working with. If early conversations feel draining, energy levels don’t match, or personalities clash, it’s probably not a fit — and that’s okay!
One of the many benefits of being a small business owner is that you make the rules. Consult with a few different marketing professionals to find the right match for you.
6. Someone You Trust
One of the most important qualities to look for in an outsourced marketing partner is trust. You’re not the marketing expert (that’s why you’re hiring someone!), so having someone you can lean on, who has you and your business’ best interest at the forefront of everything they do, and has proven their work will help you maximize the partnership.
