Can't Afford a Full-Time Marketer? Consider a Retaining an Experienced Consultant.
Building a strong brand presence is crucial for any business, but the hefty price tag of a full-time experienced marketing communications (marcomm) professional can leave smaller organizations feeling overwhelmed. Fear not! There's a strategic solution that offers access to expertise without breaking the bank: the retainer model.
What's a Retainer?
Think of a retainer as a subscription service for marketing know-how. You contract a freelance pro for a set fee per month (or quarter) in exchange for a pre-determined number of hours of their time. This gives your organization access to the consultants' skills and resources on an ongoing basis, but with the flexibility to scale their work up or down depending on your needs.
Why a Retainer Might Be Perfect for You
Cost-Effective: Compared to a full-time salary and benefits, a retainer is a much more budget-friendly way to secure marketing ability.
Focus on Priorities: Allocate your retainer hours to address your most pressing needs, be it managing media, crafting social media content, developing targeted email campaigns, or revamping your website.
Continuity and Consistency: A consultant can design your organization's brand identification, which could include a style guide that codifies how to use logos, colors, and writing styles, and tone of messaging voice. With this they will be able to support a consistent brand voice and keep your marketing efforts on track with regular (but not daily 9-5) support.
Strategic Guidance: Benefit from an outsider's perspective to develop and refine your marketing strategy over time.
Access to Their Network: Most marketers open to being hired on retainer have a lot of experience and a "rolodex" of other talented professionals available for freelance or spec work.
Finding the Right Retainer Fit
Beyond the qualifications listed earlier, here are some key qualities to look for in a retainer marcomm pro:
Active Listener: You need someone who understands your vision and goals for the brand. During the interview process, assess how well they listen to your ideas and ask clarifying questions. Working with a consultant is not transactional, it's an investment and a relationship. Your success is their success.
Brand Style Savvy: Look for a professional with experience developing brand style guides. This proves their ability to create a cohesive visual and messaging framework for your brand.
Collaborative Confidence: You should feel comfortable taking the lead and providing direction, but your ideal retainer pro should also be able to offer creative solutions and strategic suggestions with confidence.
Making the Retainer Model Work
Define Your Needs: Clearly identify your marketing goals and areas where you need the most help. This being said, the best consultants will include a research and discovery phase in their scope of work. Once this effort is completed, they'll apply what they've learned to the needs you've outlined.
Find the Right Fit: Look for a marcomm professional with experience in your industry or a track record of understanding new sectors quickly. Also ensure that they will use a communication style that meshes with yours.
Request a Scope of Work and Terms: Before signing any agreements, ensure the consultant provides a detailed scope of work outlining the services included in the retainer, the number of hours allocated per month/quarter, and any additional fees that may apply. The terms of the arrangement should also address communication protocols, turnaround times, and the termination process for both parties. Expect to make a partial payment for services upon agreement of terms.
Track and Adapt: Work with your consultant to regularly assess the effectiveness of your marketing efforts and adjust your retainer agreement as needed.
It's a Win-Win
While a full-time marcomm professional might be the dream, a retainer offers a powerful alternative for businesses on a budget. By leveraging this strategic approach, you can gain access to valuable experience, keep your marketing moving forward, and ultimately achieve your business goals.
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