Navigating Change

Why fractional marketing can effectively help business weather uncertain times

It’s no surprise that when times are uncertain, marketing is often one of the first budgets to be questioned. Businesses, rightly, are watching every pound they spend, looking for efficiencies and scrutinising where to invest in a challenging economic climate. But cutting investment in marketing can inadvertently create a different series of problems which result in fewer opportunities, reduced visibility and slower recovery when conditions improve. That's why a fractional approach may be the best way to navigate change.

An observable problem is that marketing is too often simply confused or conflated with a level of activity.

Posting on social media, sending newsletters, updating websites and so on…they are all important, but these are tactics and tasks - not strategy.

From start-ups, scale-ups and SMEs to established larger firms seeking to pivot their position in changing markets, the real value comes from stepping back and asking core commercial questions that inform the marketing strategy to move a business forward.

·      Are we targeting the right customers?

·      Is our value proposition clear and differentiated?

·      Does our marketing support our business objectives?

·      Are we investing in the activities that generate the greatest return?

·      What do we know about changing conditions, what are the implications?

·      What should we be saying?

The businesses that will weather changing conditions and emerge the strongest and most resilient, will also use calmer periods to strengthen their foundations rather than simply waiting for conditions to improve. Time and consideration will be given to refining the value proposition, clarifying your messaging, reviewing your customer experience, improving your website, developing a realistic marketing plan or creating better and clearer ways to measure success.

While these are not the most visible marketing activities, they’re often the ones that create the greatest long-term value and focused support can efficiently and effectively inform this strategic planning and give direction to delivery.

This is where fractional marketing support can make a significant difference and is changing the conversation. To quote the old adage that where “uncertainty is the enemy of investment”, fractional marketing support can provide strategic expertise without the full-time commitment, bringing experienced leadership when it’s needed, without the cost and commitment of a permanent senior appointment. Crucially, working with a fractional marketer brings external and objective perspective in challenging assumptions and identifying opportunities that may otherwise be missed. It supports change, helps transition and champions growth. Marketing should be aligned with sales, operations and the wider business strategy, not operating in isolation.

Economic uncertainty doesn’t last forever and marketing is an investment, not just an expense. Fractional marketing offers a solution that provides experience, perspective and knowledge, driven by commercial sensibility. It can be a core part of a change management process and growth planning, provided in a way that is inherently flexible, with lower financial and operational risk. It is a way forward that can navigate change, support growth and give businesses much needed Latitude.