Marketing is essential if you want your business to grow, but hiring a full-time marketing team just isn’t realistic or cost-effective for many SMEs. The good news? You don’t need one.

With the right structure and flexible support, you can build and execute a strategic plan designed specifically for small business marketing tactics, without the cost and commitment of full-time staff.

For many small business owners, marketing can feel like a minefield.

You’re not sure where to start, what kind of support you actually need, or how much it should reasonably cost. A freelance marketing consultant might sound expensive, so it’s tempting to hire someone junior in-house, someone who can “do a bit of everything.” Without the right experience though, the results often fall short, and the whole idea of marketing starts to feel like a waste of money.

It doesn’t have to be that way.
With a clear plan and the right kind of support – whether freelance, fractional, or project-based – marketing can work really well, even on a small business budget.

Why you don’t need a full-time team to get results

You might think effective marketing requires a strategist, a social media manager, a copywriter, and a designer, but that’s only true if you’re operating at enterprise scale.

For many SMEs, and start ups, what you actually need is:
– Clear goals
– A focused plan
– The right mix of freelance or flexible support when needed to develop your own small business marketing strategy.

What a small business marketing strategy should include

You don’t need a complex 40-page plan. Focus on:
1. Goals – what are you trying to achieve in the next 6–12 months?
2. Audience – who are you trying to reach and influence?
3. Channels – where are they? (Email, Google, social, trade shows?)
4. Messaging – what value do you offer and how do you say it clearly?
5. Measurement – how will you know it’s working?

Who can help you deliver it?

Instead of hiring a team, you can:
– Work with a freelance marketing consultant for strategic guidance, brand development, and fractional marketing support
– Outsource execution tasks like design, copy, or social to trusted freelancers
– Use tools like Canva, MailerLite, or Buffer to keep things streamlined

This gives you access to expert support for crafting a small business marketing strategy, without paying full-time salaries.

Freelance vs full-time: What it really costs

A freelance marketing consultant may cost more per day than a junior employee, but:
– There’s no NI, sick pay, or holiday cover
– You pay only for what you need
– You get experience and results from day one

Compare:

– Full-time marketing assistant: ~£28k/year + overheads
– Freelance marketing consultant approx ~£1,000/month (depending on number of days/rate)

Fractional support can often be a smarter, cost-effective choice for marketing any small business while implementing a strategic approach.

What to look for in a freelance partner

If you’ve had a bad experience with marketing before, you’re not alone. Finding the right kind of support is key, and it’s not always about hiring full-time.

Look for someone who has:
– A strong track record developing marketing strategies in relevant industries
– Both strategic and hands-on experience
– A collaborative approach and clear communication
– Flexibility to adapt to your business as it grows, ensuring your small business marketing strategy remains effective.

Final thoughts

If you’re a small business trying to grow, you don’t necessarily need a full-time marketing department.

You just need a clear, actionable and affordable marketing strategy and the right fractional marketing support to deliver it.

If you’d like help building your marketing strategy or delivering it without the full-time overhead, let’s talk: