6 Tips for Effectively Working With a Marketing Contractor
We often talk about what makes a contractor a good fit for a small business (are they reliable, do they understand your needs, do they perform quality work), but there's one thing that we do not think about often enough:
What makes a small business a good fit for a contractor?
If you’re thinking about hiring an independent contractor to handle parts of your business that you don’t have the time or skills to manage, it’s just as important to consider your role as the client.
As a marketing contractor, I take my client relationships seriously. That means I don’t just focus on whether we “click” or whether I can provide the services you need. I also assess whether you, as the client, have the tools, communication skills, and mindset to make the partnership successful.
Below are six tips to help you work effectively with a marketing contractor, ensuring your business continues to thrive while you get the support you need:
1. Have your budget ready.
Review your budget first: Take a close look at your current business budget. Do you already have marketing funds allocated? If so, how much of that could be used for a contractor? If not, where might you redirect resources to make room for this support?
Marketing contractor costs can vary widely based on experience, services offered, and location. Knowing your budget ahead of time helps you set expectations and identify how much flexibility you have for additional services or unexpected expenses.
If you need guidance on creating a marketing budget or determining whether your budget is sufficient, Salesforce.com has a helpful article on how to create a marketing budget for a small business.
2. Have your brand assets in order.
Share your brand assets: One of the most important things you’ll provide your marketing contractor is information about your brand—your logo, color palette, fonts, slogan, brand guidelines, brand story, and business promise (if you have one). These “brand assets” are essential for your marketing consultant to create content, manage web projects, plan events, and represent your business accurately across all channels.
Make it easy for them to access: Keep all these assets in one convenient digital folder with shared access so your contractor can quickly find what they need without having to reach out to you constantly. It’s a best practice to have this ready before your first day working together, and in most cases, your contractor will request it as part of their client onboarding process.
3. Know your passwords.
Share account access safely: Much of marketing today happens digitally, from social media to email, newsletters, blogs, CRMs, and your website. If your marketing contractor will be managing any of these platforms, they’ll need access to the appropriate accounts.
Protect your passwords: With hacking and cyberattacks on the rise, sending passwords via email or phone isn’t safe. Instead, use secure password-sharing tools like 1Password or TeamPassword. These allow your contractor to access the accounts they need without exposing your actual passwords, keeping your business safe while enabling them to work efficiently.
4. Have your ducks in a row.
Before your contractor’s first day, it’s helpful to outline what needs to be tackled first. Gather all the information they’ll need, make sure they have access to the necessary programs, and clarify any routines or schedules they should follow.
Having a clear plan and discussing expectations up front sets the stage for a smooth working relationship. The more organized you are as a client, the easier it is for your contractor to stay on top of tasks and deliver results efficiently.
5. Know what you want to get out of the relationship.
This is perhaps the most important tip. Know your goals and what you want to get out of your relationship with the contractor. Are you bringing them on board so that you have more time to work on other things, or do you need them to help you reach a numerical goal (i.e., number of followers, newsletter signups, event attendees, sales conversions, etc)? How will you measure whether or not they are successful in their role?
I've come across many businesses that call for help, but once the marketing contractor is on board, they don't have a clear idea of where they want to go, but want the consultant to help them get there. It helps to list your exact goals and where you would like to be in a day, week, month, or year. Then, meet with the consultant to determine how their services can meet you halfway in reaching those goals.
This leads me to the last tip...
6. Make time for them.
If you can’t commit to meeting with your marketing contractor at least once a month—whether virtually or in person—it will be difficult to maintain the level of communication needed to achieve your marketing goals. Regular check-ins are key to keeping projects on track and ensuring your needs are being met.
A minimum of one hour per month is ideal to review priorities, discuss ongoing projects, evaluate what’s working, and identify areas for improvement. These meetings are also a great opportunity for your contractor to ask questions and share updates on new marketing trends or opportunities that could benefit your business.
Before you start working with a marketing contractor, take some time to think through these considerations. Being prepared helps ensure the relationship starts smoothly and continues successfully.
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