In a bad economy, business are looking to cut costs. Like the first hint of swell that precedes a tsunami, the marketing industry feels it first. Cut the marketing budget! Stop the presses! Companies slash their marketing budgets to zero and wait it out. But in our strange, dynamic, modern economy, there is another option to consider: give the little guy a chance.
The little guy — the freelance web designer, graphic designer, overcaffeinated SEO guy or cute PR girl (yes, that is a stereotype) — works for less and usually does quality work faster.
How does this work?
The marketing industry is dominated by some big, huge, savvy monsters. The big firms are the only ones able to handle the big clients. Fine. But as the model shrinks down to the local level, you find small businesses with smaller needs thinking they have to hire big, local agencies and firms.
The small-pond big fish are established and experienced in the local market. They have relationships with publications, printers, design agencies, etc. But they also tend to be very expensive and make their money by concentrating talent with directors and managers overseeing generally younger, newer workers with the fresh skill sets and drive to build out the directors’ ideas.
Great, but didn’t you say they were expensive?
Yes! And this is precisely why small business needs to hire freelancers in this economy.
Well, not just any freelancers but good freelancers with experience in the industry. It takes a bit of experience to know what you’re doing. But there really aren’t that many strategies when you get right down to it.
Cutting out the directors, owners and principals means less of your invoice goes to paying a chain of command and less time (money) is wasted on endless meetings, chit-chat and miscommunication.
The freelancer is hungry to turn a profit and will do better for himself/herself and for your business. It’s a win-win for both of you.
Sorry I still don’t have commenting going. Built this template myself and just haven’t had time to finish it. Or, at least that’s what I keep telling myself. It’s on the list — I promise!
You can reach me at or on Twitter at @mccambridge.
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