Running a business is hard, especially if you are an entrepreneur working alone. You have to be the accountant, the sales team, the admin and the marketing team… which is usually not put as priority due to time restrictions. Marketing can feel overwhelming. It’s vast, constantly evolving, and let’s be honest, it doesn’t always come naturally to entrepreneurs who are busy juggling a million other things.
But here’s the truth I’ve learned over the last 14 years of working in this space: marketing is the heartbeat of your business. Whether you’re a start-up trying to find your place in the world, an SME looking to scale, or an entrepreneur chasing your dream. Without marketing, you’re shouting into a void.
And I say this with absolute love! But passion, a great product, and even a killer website won’t take you far without strategic, consistent and thoughtful marketing.
The real impact of marketing (and not)
As I have previously stated (just check out our About Us section), I am a huge marketing geek, so for good measure, let’s look at the stats:
- Businesses that underinvest in digital marketing lose up to 40% of potential revenue. Companies failing to build a digital marketing presence miss a significant portion of the market. (McKinsey & Company)
- 78% of small businesses fail due to a lack of a well-developed business and marketing plan. This shows just how crucial marketing strategy is, even in the earliest stages of business. (U.S Bank Study)
- Companies that prioritise marketing efforts grow 3x faster than those that don’t. (HubSpot’s 2024 State of Marketing report)
- 61% of businesses stated that generating traffic and leads was their biggest marketing challenge. But the survey stated businesses said it also had the highest return when done well. (Smart Insights)
These aren’t just random statistics. I’ve seen it play out time and time again with throughout my career. The businesses that invest in marketing, not just financially, but in strategy, planning and execution, are the ones that stand out, attract loyal customers and weather the ups and downs of their industries.
So what is marketing?
To me, marketing is connection. The secret sales tactic! It’s how you tell your story, build relationships, understand your audience and turn interest into sales. It’s your voice, your shop window and your reputation all rolled into one.
But marketing is also a moving target. Algorithms change, trends shift and new platforms are constantly emerging. What worked brilliantly last year might fall flat today.
That’s why having a marketing geek who lives and breathes marketing in your corner is so powerful. For many businesses, the most flexible, efficient and cost-effective way to do that is by hiring a freelance marketing manager.
Why use a freelance marketing manager?
Now, I know what you’re thinking, can’t I just hire a marketing agency for each area? Or maybe you’ve considered hiring someone full-time?
Here’s why a freelance marketing manager might be a better fit:
1. Flexible, affordable expertise
Hiring a full-time marketing manager is a big commitment. Not just in salary, but in recruitment, onboarding and overheads. A freelance marketing manager gives you access to senior-level skills without the full-time price tag. You can scale up or down depending on your needs and budget.
Marketing agencies are fantastic and extremely knowledgeable in their field, but can be expensive. To get the best out of agencies you need someone helping them all work together, feeding them what they need to do the best job, understanding the data, holding them accountable and ensuring the company goals are met. Unlike agencies that often juggle dozens of clients at once, a good freelance marketing manager works as part of your business and gives hands-on support. You’re not a ticket in a system, you’re a partner.
2. Strategic and tactical execution
Many businesses get stuck between high-level strategy and day-to-day action. A freelance marketing manager bridges that gap. I don’t just help clients decide what to do, I help them do it. That could mean creating content, managing social media, running email campaigns, tweaking website copy, looking at the customer journey or analysing performance data.
You get the benefit of someone who can see the big picture and roll their sleeves up.
3. A fresh perspective
One of the best things about working across multiple industries and brands is that I bring a fresh set of eyes to every business I work with. When you’re in the thick of your own business, it’s easy to miss opportunities or get stuck in old habits. I help clients see what’s working, what’s not and where the untapped potential lies.
Sometimes a small tweak, like changing the way you talk about your product, or reworking your lead magnet, can make a huge difference.
4. You stay focused on what you do best
You didn’t start your business to spend hours figuring out email segmentation or trying to decode Google Analytics. That’s my world and I genuinely love it. Working with a freelance marketing manager means you can focus on running your business, serving your customers and developing your offering, while someone else keeps the marketing engine running.
Why it’s good for your business (and your mental health)
Being completely honest, one of the things I love most about being a freelance marketing manager is the relationship. I’m not just ticking boxes or scheduling posts. I’m a partner, a sounding board and sometimes even a bit of a therapist (we all need a vent sometimes!). It is having someone you can talk work with, bear the stresses with and lighten the workload.
I’ve had clients tell me that bringing me in felt like a weight lifting off their shoulders. That’s exactly what I aim to do. To bring clarity, consistency and calm to something that often feels chaotic. Running your own business can feel like you are drowning with all the to-do’s and different hats you have to wear. Reaching out to a professional on a freelance basis can be an absolute lifeline (or life raft) that not only helps propel your business to success, but gives you the head space you need to focus.
And because I work so closely with each client, I really care about their success. I love getting excited with them, feeling the rush when we see the growth. Their wins feel like my wins.
What happens when you prioritise marketing?
Yes, I am back with the statistics! Let’s look at the stats of businesses who prioritise marketing:
- Marketing-driven companies are 60% more profitable. (Deloitte Insights)
- Brands with consistent marketing see revenue increases of up to 33%. (Lucidpress)
- Companies that prioritise marketing grow 3x faster than their peers (Hubspot)
Want more proof? Have a look at our Case Studies.
What to look for in a freelance marketing manager
If you’re thinking about bringing someone on board, here’s what I recommend looking for… LHB Marketing.
But here are some actual guidelines if you want to look around:
- Breadth and depth of experience. Can they think strategically and also execute the plan?
- Flexibility and adaptability. Every business is different. You want someone who listens, learns and tailors their approach to you.
- Clear communication. You want to know exactly where you stand an be clear on what you are getting. You should feel heard, understood and supported.
- Results-driven mindset. Look for someone who cares about outcomes and the big picture goals, not just activity.
- Shared values. Especially in smaller businesses, it’s important to work with people who align with your brand ethos.
And above all? Choose someone you feel you can trust. Marketing is personal, it’s your voice and your brand. You want someone who gets that.
Final thoughts: marketing isn’t a luxury, it’s a lifeline
If there’s one thing I want you to take away from this blog post, it’s this: marketing isn’t just a nice-to-have, it’s an essential part of your business health. You wouldn’t run a car without petrol or a shop without stock. So why run a business without a marketing plan?
And if you don’t have the time, the headspace, or the in-house team to give marketing the attention it deserves, that’s okay. That’s exactly where someone like me comes in.
Whether you need help for a few hours a week, a strategic overhaul, or a full-service approach, having a freelance marketing manager can transform not just your marketing, but your entire business momentum.
I’ve seen it happen. I’ve helped it happen. And I’d love to help you, too.
Want to chat about how marketing could unlock the next level for your business?
Let’s grab a virtual coffee (or an actual coffee if you are Brighton or London based) for a friendly chat about where you are and where you’d like to go. I offer a full 1 hour consultation where we take a deep dive into your business and come back to you within a week with a full presentation on how we can help you achieve your goals.
Thank for you reading, Liane at LHB Marketing.