15 Lessons Learned as a Fractional Marketer

15 Lessons from Motive’s First Year: A Reflection on Fractional Marketing

by Susan Phillips, Principal of Motive Consulting Services, LLC.

This week, I am celebrating the first year of my company, Motive. This occasion fills me with happiness, gratitude, and reflection. As such, I wanted to jot down a few lessons I have learned along the way, hoping to inspire others. 

Before I begin, I'm sure many of these things will seem obvious, but these areas took some work this year for me to embrace. Yes, I've enjoyed the independence of entrepreneurship, but I’ve learned some things along the way. 

Here are 15 things I've learned in my first year of operation:

Building Strong Connections: I genuinely appreciate the long-time relationships I have and everyone who called, texted, or posted words of encouragement and fantastic advice as I started this venture. Relationships are crucial, and I've always known that, but this year demonstrated that to me. I met consultants who offered wisdom and embraced working together. I re-established relationships with organizations that had larger teams so that I could offer a more well-rounded offering. Ultimately, relationships fueled Motive's growth.

Embracing Autonomy: Entrepreneurship is about carving your path. I've learned to embrace autonomy and make decisions aligning with my vision and values. At first, it was hard to remember that I own this company and make my own decisions. Working for a corporation for so many years, it felt natural to fall back into doing things as instructed. But learning this lesson was liberating. 

Valuing Honesty and Integrity: I realized I genuinely want to work with people I respect. I sincerely enjoy clients who act like a family with their employees and value honesty and integrity. Trust is the foundation of any successful relationship, which extends to business. I’ve prioritized clients who demonstrate honesty and integrity, and I reciprocate. I genuinely care about all of my clients and believe they genuinely care about me.

Leveraging Expertise: I’ve learned to leverage a unique set of solutions for my clients, setting Motive apart from competitors, not to mention the fierce competitive drive that pushes us to exceed our client’s expectations. I am good at many marketing areas, but some areas are not in my wheelhouse. It's okay to admit that; as such, I have established relationships that improve the overall deliverables mix for my clients. 

Protecting Time: There is value in my time, and I must protect it. Managing multiple clients, running a business, trying to find new business, and exceeding client expectations can be quite a balancing act. I’ve re-learned to prioritize, delegate, and ensure that I’m investing Motive’s time in activities that drive growth.

Letting Go of Negative Clients: Not all clients benefit your business. Some are flat-out unkind and unreasonable. Cut loose clients who pull you down. Yes, that happened to me, and yes, I painfully decided to resign from that client – a decision that I am proud of. Standing up for yourself and letting go of difficult clients can help you remain happy, maintain a life balance, and prioritize your energy and resources. It’s okay to let go so you can go faster. 

Comparing Yourself: Comparing yourself to others is not a good practice, especially in the marketing industry where there are diverse types of agencies catering to different clients. Some agencies focus on local clients and have prominent physical storefronts, while others specialize in global marketing. My area of expertise is helping global companies expand their North American footprint, providing white-label services for larger agencies, as well as assisting local companies in understanding their local markets better. It is important to remember that you have the freedom to steer your business in the direction you desire and not to limit yourself by comparing yourself to others.

Don’t Give Services Away for Free: As tempting as it seems, giving your services away free to family or close friends is something to avoid. Yes, you love them, but your time has value, and that’s how you now make a living. Attach value to your services by requesting a fee.

Pick a Vertical – or Two, or Three: When I began, I assumed that I’d be focused only on my previous niche of the wireless lighting world, but my expertise applied to many verticals, not just the electrical industry. There are reasons we are good at one vertical market over another. For example, I learned this year that despite my degree in Banking and Finance, I do not like working for financial institutions – just not my people. However, I love working with industries that embrace the components they sell and have a raw passion for selling them. The electrical, electronic, and legal industries emerged as my top positions. 

Continual Learning: The digital marketing landscape is ever-evolving. I have committed myself to continual learning to stay ahead of industry trends and innovations. Taking courses and listening to webinars about related topics will help. Digital marketing continues to evolve, and you need skills to build upon to offer your client best practices. Build your credentials and accreditations.

Exceeding Expectations: I work hard to exceed my clients' expectations, providing exceptional service and results. Understanding my clients' motives and pain points is the reason for Motive. I have learned to keep asking questions to get to the true motive and take the time to listen truly. It has enabled Motive to tailor solutions to client needs. I have found joy and fulfillment in my work, particularly when my clients have a “win,” which has kept me motivated and driven.

Investing in the Right Tools: To provide exceptional service and meet the needs of my clients, I have learned it is okay to spend a little extra on the right tools. Whether it is software, equipment, or resources, investing in high-quality solutions can effectively increase the value you bring to your clients. 

Celebrating Successes: Sometimes, a small personal best success can mean so much. I have learned to celebrate my wins and use them as motivation to achieve even greater heights. Remember to pause, appreciate the wins, and use them as motivation for future endeavors.

Balancing Work and Personal Life: Maintaining a healthy work-life balance is essential. I’ve made time for relaxation and personal activities to prevent burnout. Starbucks is one of my favorites, but I also hit the fitness center daily. Because guess what? I get to decide what I do and when I do it. So, working out at 5 a.m. or working out mid-day – I'm keeping the balance that helps me go faster for my clients. Take breaks to enjoy a coffee at Starbucks, have lunch with friends, or exercise regularly. These activities provide a much-needed change of scenery and help refresh your mind and recharge your energy levels. Additionally, prioritizing quality time with your family ensures that work does not overshadow personal relationships and commitments.

Embracing Change: Change is inevitable, and fear of the unknown can hold you back. I've learned to embrace change and adapt strategies accordingly. Sometimes, the scariest moments of your life turn out to be the most rewarding moments. Such was the case when I left my job and began this company. After 35 years of sales, marketing, and advertising experience, I took the leap of faith, and I didn’t drown – I was swimming. Holy cow! 

Above all, I’ve learned to be grateful. I am thankful for my extended Motive team, my clients, my relationships, and every opportunity that has come my way.

As I look back on our first year at Motive, I am thankful for the growth we have experienced and the lessons I've learned. I am excited about the future and look forward to many more years of Motive’s marketing successes and incremental learning. Cheers to growth, gratitude, and embracing new opportunities. 

For more information, please reach out to sphillips@motiveconsultingservices.com.