Fractional Marketing and How It Can Improve Businesses

January 4, 2023

Running a business is never easy because you have various responsibilities, such as managing staff, accounting and bookkeeping, and addressing customer concerns. Naturally, marketing is fundamental because it helps promote your business, build your brand, and develop customer loyalty, which is often challenging to do on top of other responsibilities. Luckily, fractional marketing is a solution.

Fractional marketing is where you outsource a fraction of your marketing needs to a team of professionals. In-house marketing teams are expensive and require a lot of resources to manage. On the other hand, fractional marketing utilizes the expertise of a team of professionals without the expense of a full-time team. This approach lets you focus on your core business activities while relying on the fractional marketing team to care for the marketing needs. However, many companies do not consider investing in it because they think it is expensive or unsustainable, which is rarely the case. Furthermore, the details are more complex, which we will discuss in this article.

The Importance of a Fractional Marketing Team

An in-house marketing team is a given for many companies, but not all of them have the resources or budget to hire a full-time team. Fractional marketing can be a cost-effective solution for growing businesses. It is also an excellent way for established companies to access the expertise of a professional marketing team without the overhead of a full-time team.

Fractional marketing teams are ideal for businesses that need specific marketing skills or expertise. For example, if you are launching a new product, you may need a team of professionals to help you with marketing strategy, content creation, and digital marketing. With a fractional marketing team, you can get the necessary skills and experience without hiring and managing a full-time team.

The members of a fractional marketing team should have a deep knowledge of the industry and the specific marketing tactics used. They should also be experienced in working with the target audience and have a track record of successful projects. Of course, they must be highly experienced in their fields, have a strong understanding of the industry, and can work quickly and efficiently.

While no marketing teams work the same way, some roles are essential and should always be filled. These include a creative director, a strategist, a copywriter, a social media manager, a content creator, and a digital marketing specialist. Depending on the team's size, there may also be roles for a data analyst, a web designer, and a market researcher.

The Combination of Various Specializations

Fractional marketing teams are a great way to combine various specializations and skill sets to create a comprehensive and effective marketing strategy. By having a team of experts in different areas, you can ensure that your marketing efforts are comprehensive and practical.

For example, the creative director can help you develop ideas and campaigns. At the same time, the copywriter can create compelling copy, and a social media manager can ensure that your content reaches its intended audience. On the other hand, t digital marketing specialist can help you ensure that the right people see your campaigns. By combining the skillsets of these professionals, you can create an effective team that can help you reach your marketing goals.

The Benefits of Fractional Marketing

Fractional marketing can yield various benefits, such as:

Access to Marketing Expertise

By combining the skills of multiple marketing professionals, you can access the expertise and insight of various professionals. This can help you craft a more effective marketing strategy, as you can draw upon a wealth of experience and knowledge.


Fractional marketing teams can be more flexible than traditional marketing teams. As you can scale up or down your marketing efforts, you can adapt your strategy to changing market conditions to help you stay ahead of the competition.

Implementing Specialized Marketing Strategies

A fractional marketing team can help you implement specialized marketing strategies. As you can draw upon the expertise of multiple professionals, you can develop and execute more sophisticated marketing plans. This can help you reach your target audience more effectively.

Cost Savings

Hiring a fractional marketing team can be more cost-effective than hiring a full-time team. You can pay only for the services you need and save money on overhead costs. This can help you free up resources to invest in other aspects of your business.

How to Measure Your Results

Fractional marketing is only successful if you can measure its results. To do this, you should set goals and track key metrics such as website traffic, lead generation, and customer engagement. You can also use analytics tools to measure the performance of your campaigns and determine which tactics are working and which are not. You can continually adjust your strategy by tracking these metrics to maximize your return on investment.


Fractional marketing is an effective strategy for any business if it does not have the resources to mount a full-fledged marketing effort. Using fractional marketing, companies can leverage their existing resources to reach customers and generate more leads through an external team. All that matters is having defined goals and tracking the metrics to measure success.

The Sales Group Provides top-quality services for permanent sales placement. We understand the needs of businesses, so we develop comprehensive solutions to grow your business and constantly improve performance. Contact us today via the request form and allow us to build your strategy!

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Donna Gliha, Chief Sales Officer / President

A proud nominee of the 29th Annual  RBC Canadian Women Entrepreneur Awards

Alyssa Huizenga
Director, Business Development

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