your marketing dream team upwork

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Your marketing dream team How to scale up your marketing efforts

2000-2015 Elance-oDesk, Inc. Elance-oDesk proprietary and confidential. Do not distribute.

•  UK Country Manager, Upwork •  Founding Team of Smarta.com •  10 yrs+ in small business and start-up

strategy •  Mentor for accelerators, entrepreneurs

and start-ups @hayleyconick @UpworkUK

About me


Almost 2.7 million SMEs in the UK wish to grow but are not doing so. Source: BIS


“First mover advantage doesn’t go to the first company that launches, it goes to the first company that scales.” Reid Hoffman Co-founder of Linkedin


‘Scale-ups’ are in fashion

5


5.2m

6


5.2m 9000

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5.2m 9000 0.2%

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Barriers to Growth

The following factors, in order of importance, are the key reasons why companies are unable to scale in the UK.

•  Finding the skills they need

•  Building their leadership capability

•  Accessing customers in other markets

•  Accessing the right combination of finance

•  Navigating infrastructure

Source: The Scale-up Report, Sherry Coutu


2 in 5 UK firms are struggling to find the skills they need Source: Tech City News


“Why limit your talent search to your own backyard? Most of your competition is looking within the same area. In Silicon Valley, we call it an actual talent war.” Stephane Kasriel CEO, Upwork


49% of small businesses believe marketing is the most important growth factor 46% believe they spend too much time on marketing Source: Upwork research

SEO

SEM

Advertising

PR

Event Direct Mail

Email

Social Media

Content

SEO

SEM

Advertising

PR

Event Direct Mail

Email

Social Media

Content

“Marketing” comprises lots of specialist areas


SEO is a specialist subject

16

Source: Moz.com


95% of business owners said they did not delegate soon enough 30% said it significantly held back their business growth Source: Upwork research


What is online hiring?

Online hiring is the practice of finding, hiring and collaborating with talent through an online workplace

An online workplace is a website that connects businesses and freelancers together

Online hiring increased by over 25% in the UK last year

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Social Media – Alexia’s Challenge

23

Role: Senior Manager for Social Media, Upwork Location: Copenhagen



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25

•  24/7 •  80+ posts •  Customer Support

•  Moderation


Alexia’s Social Media Dream Team

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Melanie Writer and Moderator

Toronto

Mellonie Moderator

Nairobi

Shan Moderator

Sydney

Radhika Writer and Curator

Digital Nomad

Alexia Senior Manager

Copenhagen

Matt Manager

San Francisco

24/7 Coverage

Time zone hopscotch

- 8

+10

GMT

3 days work done in 24 hours


The Business Show

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● Web Developers ● Mobile Developers ● Designers & Creatives ● Writers ● Virtual Assistants ● Customer Service Agents ● Sales & Marketing Experts ● Accountants & Consultants

We offer access to freelancers covering over 2,700 skills:


How to choose the right projects

•  Is this project going to take too much of my time?

•  Is it outside of my core skill set? •  Will this project add stress to or distract me or

my team? •  Do I need to complete this project asap? •  Does this project require a niche skill set for a

finite period of time? •  Could this project be completed by someone in

a different location? •  Can this project be delivered online?


How to choose the right projects

•  Is this project going to take too much of my time?

•  Is it outside of my core skill set? •  Will this project add stress to or distract me or

my team? •  Do I need to complete this project asap? •  Does this project require a niche skill set for a

finite period of time? •  Could this project be completed by someone in

a different location? •  Can this project be delivered online? 33


Average traditional hiring takes 43 days Average hiring online takes 3 Source: Upwork Online Work Report


Four steps to marketing nirvana Think scale in all aspects of your business


Four steps to marketing nirvana Think scale in all aspects of your business Embrace delegation sooner rather than later


Four steps to marketing nirvana Think scale in all aspects of your business Embrace delegation sooner rather than later Use experts to fill your marketing skill gaps


Four steps to marketing nirvana Think scale in all aspects of your business Embrace delegation sooner rather than later Use experts to fill your marketing skill gaps Build your “dream team” bench of freelance marketers


Find out more at www.upwork.com Thanks!

Hayley Conick [email protected] @hayleyconick @upworkuk

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