Fractional Marketing: What Positions Work Best in Fractional Models?

Fractional marketing is flexible, cost-efficient, and accessible. It allows companies to access high-level marketing professionals without the commitment of full-time hires. Fractional experts help companies adapt to changing needs and budgets while providing strategic guidance to drive business growth.

A fractional marketer brings diverse skills and stays current with industry trends, making them a smart choice for many businesses. This article explores the following topics:

• Difference between interim and fractional marketing
• Various marketing positions that work best in fractional models

Find out if the marketing that helps meet your business needs is best in fractional form. Let’s go!

Wondering what a Fractional CMO can do for your business? Watch this video below.

The job of a CMO is demanding. Not only do they create and implement a vision to help your business succeed, they manage a marketing team, control the budget, analyze data, and ensure continuity across internal and external communications. Even the smallest business can benefit from expert help to balance all of these tasks. 

What kind of help is best for you? 

Interim vs. Fractional Marketing Positions

Companies prefer to work with a fractional marketing partner because the FCMO can offer a range of support based on your changing business needs and budgets, but fractional partners might not be the best fit. Interim and fractional marketing positions both provide organizations with temporary marketing expertise, but they differ in scope and duration.

   A. Interim Marketing Positions

• Duration: Interim marketing positions are usually short-term roles with a specific start and end date. They fill temporary gaps in staffing, such as when a team member or head is sick or on leave.
• Scope: Interim marketers assume full responsibility for their role, whether a temporary marketing manager, director, or chief marketing officer (CMO). They are expected to manage day-to-day operations and have broader decision-making authority.
• Focus: Interim marketers tend to focus more on maintaining the existing marketing strategy and operations during a permanent team member’s absence. The goal of interim marketers is often related to continuity and stability.

   B. Fractional Marketing Positions

• Duration: Fractional marketing positions are ongoing, part-time roles that often do not have a predefined end date. They provide consistent, long-term support to the organization, often regularly, for example, a few days a week or a month. They can be a long-term strategic addition to any marketing team.
• Scope: Fractional marketers offer specialized expertise in areas such as digital marketing, content creation, search engine optimization (SEO), or branding. They work together with existing teams or other fractional professionals and do not take on the full scope of a traditional marketing role.
• Focus: Fractional marketers focus on specific marketing tasks or projects, providing specialized skills to complement the existing marketing team. Fractional marketers aim to achieve specific marketing objectives or fill skill gaps.

Fractional marketing enables businesses to take advantage of the CMOs specialized skills, expertise, and strategic focus without paying for services they may not require. The flexibility of the FCMO arrangement allows businesses to adapt to their needs and to the shifting market. 

The choice between the two depends on the organization's specific needs and the required support duration. 

Marketing Positions That Work Best in Fractional Models

The positions that work best in fractional marketing models can vary depending on the specific needs and goals of the organization. However, here are some key positions commonly seen in fractional marketing models.

   1. Fractional Chief Marketing Officer (CMO)

A fractional CMO is often the center of a fractional marketing team. FCMOs provide strategic leadership, oversee the overall marketing strategy, and collaborate with internal teams or other fractional professionals. They bring extensive experience and guide the marketing efforts per the company's goals.

The role of a CMO can be best served as a fractional one when a company requires strategic marketing leadership without needing a full-time executive. For example, a mid-sized tech startup might need CMO-level guidance to develop a market entry strategy. However, they may not have the budget or workload to justify a full-time CMO.

A fractional CMO can provide expert strategic insights to oversee marketing initiatives. They can help the company scale its marketing efforts without the ongoing commitment of a full-time executive.

   2. Content Marketer

Content marketing builds brand awareness and engages with the target audience. Fractional content marketers create and manage content strategies and various content types, including blog posts, social media content, and videos. They ensure the content is aligned with the overall marketing strategy.

The content marketer role is often best suited as a fractional position because of the specialized nature of content creation. A small ecommerce company may periodically require extensive content campaigns for product launches or seasonal promotions. Instead of keeping a full-time content marketer, they can hire a fractional content expert for those projects.

A fractional content creator can ensure high-quality content delivery when it is needed. This allows companies to scale their content marketing efforts and manage their resources.

   3. Digital Marketing Specialist

Fractional digital marketing specialists focus on online channels such as SEO, PPC, email marketing, and social media advertising. They optimize digital campaigns to increase website traffic, generate leads, and drive conversions.

The position of a digital marketing specialist suits a fractional position because digital marketing needs can vary seasonally. For example, an ecommerce business may experience higher demand during holiday seasons or a surge in digital advertising projects– they can engage a fractional expert during these peak periods and during new campaigns. 

A fractional digital marketer can optimize ad campaigns, manage budgets, and drive conversions. This offers cost savings and flexibility and ensures the company can adapt to changing digital marketing demands.

   4. Graphic Designer/Visual Content Creator

Designers create visually appealing marketing materials such as graphics, infographics, logos, and web design. They ensure a consistent and engaging brand identity across all marketing channels.

The role of a graphic designer or visual content creator is often fractional due to the project-based nature of design work. A small marketing agency might have periodic client projects requiring unique graphic designs, but they may not have a continuous need for a full-time designer.

By hiring a fractional graphic designer, they can access specialized design skills on-demand, saving costs and ensuring high-quality visual content. This approach maximizes efficiency and adapts to varying design needs without a full-time hire.

   5. Marketing Analyst/Data Analyst

Marketing analysts provide insights through data analysis. They track and measure the performance of marketing campaigns, identify trends, and make data-driven recommendations to optimize marketing strategies.

The role of a marketing analyst or data analyst suits a fractional arrangement because of their roles' project-oriented and analytical nature. For example, a retail company may need in-depth data analysis to optimize its marketing strategies during key sales seasons, such as Black Friday.

Instead of employing a full-time analyst year-round, they can hire a fractional expert during peak times to extract valuable insights. A fractional marketing analyst can improve campaign performance and adjust marketing tactics according to data-driven recommendations.

   6. Social Media Manager

Social media managers handle the company's presence on various social platforms. They develop content calendars, engage with the audience, and monitor social media trends to ensure a positive brand image.

The role of a social media manager is often most effective as a fractional position due to the irregular nature of social media activity and the need for flexibility. For instance, a restaurant chain might require intensified social media management during special events or promotional campaigns and have less demand during regular periods.

Businesses can ensure timely, engaging content creation, real-time community engagement, and campaign optimization by working with a fractional social media manager. These save costs and efficiently manage their social media presence based on their dynamic needs.

   7. Marketing Automation Specialist

For businesses using marketing automation tools, fractional marketing automation specialists set up and optimize marketing automation workflow. These nurture leads and maximize conversions.

Marketing automation specialists are often in a fractional arrangement because marketing automation needs vary and may not require full-time attention. For example, a growing ecommerce business may need to set up and optimize marketing automation workflows for seasonal promotions or product launches.

Bringing in a fractional expert for these specific projects ensures efficient use of automation tools and resources. They can also scale their marketing efforts as needed with a fractional worker. This approach maximizes cost-effectiveness and helps businesses adapt their automation strategies as their needs change.

   8. Brand Strategist

Brand strategists define and refine the company's brand identity, messaging, and positioning. They ensure all marketing efforts align with the brand's core values and objectives.

The role of a brand strategist is often best as a fractional position due to the strategic and project-based nature of branding initiatives– brand strategy development and rebranding campaigns are not everyday commitments. 

Instead of a full-time brand strategist, they can hire a fractional expert for these projects to ensure a well-defined brand identity and strategy while managing costs. This maximizes the strategic impact of branding.

Summing Up

The positions required in a fractional marketing team can vary based on the company's size, industry, and marketing goals. Fractional marketing models provide flexibility and allow businesses to assemble a team of experts to match their needs while effectively managing costs.

Find out how this marketing strategy can help your business achieve your objectives and goals. Contact Digital Authority Partners for the latest in fractional marketing techniques and trends today.