The busier work gets, the more integrated marketers start kicking around the idea of bringing in outside creative resources. But if you're used to handling everything in house, the prospect of working with a freelancer can be a bit scary.
On the one hand, there are any number of legitimate reasons to keep these tasks in house. But before you decide not to collaborate with an outside creative professional, make sure your reasons for doing so are logical - and not fear based.
"We can't afford it."You think: "We need to stay within our budget, and there is nothing allocated toward freelancers."
Something to think about: Have you thought about the cost of not hiring a freelancer? Also: Consider the project at hand. If it's a high-value campaign - that is, one that will wind up generating leads, leading to sales - it just
might be a financially sound choice to farm it out.
Bottom line: Don't decide whether or not you can afford outside help until you do a cost/benefit analysis. For more on how hiring a freelancer can be a profitable investment, review this post.
"Our people can handle it."You think: "It's just plain easier keeping things in house."
Something to think about: The fact that your people can do the work does not necessarily mean they s hould be doing it. Before making any assumptions, consider what your in-house team won't be able to tackle while working on the marketing assignment!
"Outside resources simply don't understand what we do."You think: "Our company is unique and our in-house team is best equipped to handle marketing."
Something to think about: While it's true that no other company is exactly like yours, that doesn't mean a freelancer can't make a valuable contribution.
(If that were true, how on earth can multi-billion dollar conglomerates with tens of thousands of employees successfully collaborate with outside marketing agencies?)
Bottom line: Take the initiative and assess the potential for hiring freelancers.
Screen potential creative resources in advance of needing them. And don't forget to consider the value of gaining an outside perspective.
"This is a rush project and there's no time to farm it out."You think: "It'll take more time to explain this to a freelancer than to just do it in house."
Something to think about: Rush projects happen. Time can get away from us and we wind up facing a last-minute deadline. If you don't have any pre-screened creative resources available, you'll have no choice but to do it in house.
Bottom line: The time to review the capabilities of freelancers is before an emergency arises. Keep a short list of qualified copywriters, graphic designers, web professionals and more at the ready.
"What if we hire a freelancer and it doesn't work out?"You think: "When we have a tight deadline it makes us nervous to hire an outside vendor. Because if the work isn't up to snuff, we'll really be stuck."
Something to think about: First, if the tight deadline is unavoidable, that's one thing. But more commonly, tight deadlines are the result of poor planning. Having said that, you are right: A rush deadline may not be the time to test out an untried freelancer.
Bottom line: Don't let fear of failure stop you from exploring the huge upside of working with an external creative team.
Rather than worrying about what could go wrong with a freelancer, think about what could go right. Set out on a deliberate course to assess potential freelance partners. Choose a low-risk project with a flexible deadline to start. Your in-house crew will probably wind up thanking you.
Last modified: July 18, 2018
