6 ways to use freelancers in your online marketing campaign

Hiring freelancers to help your marketing efforts can breathe some life into an online campaign.

Credit Acceptance IT recruiter Jordan Frank interviews a job candidate.

Credit Acceptance IT recruiter Jordan Frank can offer prospective IT employees perks like 19 days of paid time off during year one, tuition reimbursement, profit-sharing and benefits for parents who are adopting children.

Credit: Credit Acceptance

Each time you launch a new marketing campaign, it should be your goal to improve upon the last. This means attempting to lower expenses, while growing the return on your investment. It’s trying to reach more people, without spending as much time on manual tasks. It’s taking an effort to paint a more accurate picture of what your brand stands for, while simultaneously relinquishing some control.

While there are thousands of different ways in which you can improve your next marketing campaign, there’s one thing that you absolutely must consider: hiring freelancers.

They could very well be your secret weapon.

Understanding the value of freelancers

The term “freelancer” comes with many different connotations — not all of which are positive. Thus, despite the rise in freelancing over the past decade, some businesses have steered clear of working with professionals that use this label.

It’s time to shed the connotations that come with this label, though. Today, freelancing looks totally different. In fact, many top professionals are leaving full-time positions to enjoy the flexibility of freelancing. This doesn’t just work to their advantage. It can also benefit you.

“Statistics tell us that 40% of [the] US labor pool will be freelancers by 2020 and several leading press articles claim this to be the 1099 economy,” explains cOutsource, a company that gives businesses on-demand access to verified freelancers. “On-demand access to talent for services is becoming the norm. This would keep fixed overhead lower and still allow organizations to scale rapidly for project needs.”

From the business perspective, lower costs and scalability are the two biggest reasons for entering into relationships with freelancers. Assuming these are two things your business prioritizes, then it makes sense that you would at least consider using freelancers in your next marketing campaign.

Six ways to use freelancers

Many businesses don’t work with freelancers because they’re unclear of how to properly use them. In order to help you overcome your hesitancy, we’ve compiled a list of some of the top ways you can use freelancers for your next marketing campaign.

  1. Idea generation

Sometimes, your biggest struggle with marketing campaigns might be idea generation. If you’ve been working with the same brand for months or years, it’s easy to get in a rut and feel like your best ideas are behind you. What’s the best way to push past this and infuse new ideas into your marketing department? Bring in an outsider.

While many freelancers are specialists, it’s not uncommon to find independent marketing strategists who handle big picture details. Consider hiring one on a temporary basis to help you formulate a campaign strategy. Even if you don’t follow their lead 100 percent of the time, recording their ideas and using them later can prove to be fruitful.

  1. Email marketing

Email marketing is something that’s easy to do, but hard to master. In other words, it’s easy to throw a subscription form on your homepage, build a list, use a drag-and-drop email tool, and shoot out a weekly newsletter. However, it’s much harder to do all of this while also generating a return on your time and investment.

Email marketing is very much a specialty. Some people have the ability to craft compelling copy that resonates with a specific target market, while others are more likely to bore readers. If you fall into the latter category, then you could benefit from hiring a freelancer in the former category. Overall, everyone will be much happier.

  1. Content writing

You may be the greatest copywriter of the 21st century, but if you’re in charge of your brand’s marketing campaigns, you shouldn’t double as a copywriter. Writing takes a lot of time and focus, which takes away from the bigger picture. And while you could always hire a few full-time writers, it’s much more affordable to work with freelancers.

Think about it. There’s really no reason for a writer to be on your payroll. They can work remotely, and therefore don’t need office space. And they essentially perform one task and don’t have time to double-up on other responsibilities (which often happens when you onboard an employee). A freelancer’s end product is just the same, whether they’re a contractor or an employee.

  1. Social media management

Thanks to the influx of social media automation tools on the market, you no longer have to spend nearly as much time as you once did posting content and interacting with users. However, it’s never a good idea to put your social media strategy on autopilot. There’s simply too much at stake.

Hiring a social media manager on a freelance basis is a great idea. It allows you to cost effectively govern your social media presence without feeling like you’re losing control. This also has the potential to increase your overall level of creativity.

  1. Graphic design

Most businesses don’t need a full-time graphic designer in their marketing department. However, that’s not to say you won’t ever need one.

The great thing about hiring a freelance graphic designer is that they scale according to your needs. If you’re in the middle of a big campaign launch and need a ton of new graphics, your designer may work 60 hours that week. Then, once the campaign is launched and things slow down on the design front, you may only need him for 15 hours a week. If you’re using a freelancer, you don’t have to pay overtime during the 60-hour week and only have to pay for the 15 hours the designer works during the second week. Talk about cost-effective!

  1. Project management

If you find a freelancer who you like and has experience running campaigns for similar companies in the past, then you may eventually be able to hand off project management duties to them. This frees you up to focus on other things, without worrying about one individual project that would otherwise take up a lot of your time. In terms of opportunity cost, this is a no-brainer.

Revolutionize your next marketing campaign

You can’t afford to launch a stale marketing campaign that doesn’t resonate with your audience or produce a tangible return for the business. While hiring freelancers to handle various aspects of the campaign won’t automatically guarantee success, it will definitely breathe some life into it and increase your chances of generating a healthy return. Make this a priority and you’ll see why thousands of other businesses around the world are doing the same.

But hush… you don’t want anyone else to discover your secret weapon!

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