Below the line marketing: Find the perfect freelancer
Below the line (BTL) marketing focuses on highly targeted, measurable, and often more affordable strategies compared to traditional 'above the line' advertising like television or radio. It's about creating a direct connection with your audience, fostering engagement, and driving conversions. Finding the right BTL marketing freelancer can significantly boost your marketing ROI and brand visibility.
What to look for in a BTL marketing freelancer
When searching for a skilled BTL freelancer, consider these key aspects:
- Proven track record: Examine their portfolio for successful BTL campaigns, paying attention to quantifiable results and client testimonials.
- Niche expertise: BTL encompasses various disciplines. Look for freelancers specialising in your specific needs, whether it's experiential marketing, direct mail, or trade promotions.
- Strong communication skills: Effective BTL requires seamless collaboration. Ensure your freelancer can clearly articulate their strategies and adapt to your feedback.
- Data-driven approach: A results-oriented freelancer will track key metrics and use data to optimise campaigns for maximum impact.
Main expertise areas within BTL marketing
Explore these key areas when discussing project requirements:
- Experiential marketing: Creating memorable brand experiences through events, activations, and pop-up installations.
- Direct mail marketing: Targeted physical mail campaigns to engage specific customer segments.
- Sales promotions: Driving sales through discounts, contests, coupons, and other incentives.
- Public relations & sponsorships: Building brand awareness and credibility through strategic partnerships and media outreach.
- Trade shows & exhibitions: Showcasing products and services directly to potential customers and industry professionals.
- Content marketing (specific to BTL): Creating targeted content like brochures, flyers, and in-store displays.
Relevant interview questions
Ask these questions to assess a freelancer's suitability:
- Describe a successful BTL campaign you've managed and the results you achieved.
- How do you measure the effectiveness of your BTL strategies?
- What are your preferred BTL tactics for reaching [your target audience]?
- Share your experience with [specific BTL area, e.g., experiential marketing].
- How do you stay updated on the latest BTL marketing trends?
Tips for shortlisting candidates
Effectively narrow down your choices by:
- Reviewing portfolios for relevant experience and demonstrable results.
- Checking client testimonials and feedback for consistency and reliability.
- Assessing communication skills during initial interactions.
- Evaluating their understanding of your target audience and industry.
Potential red flags
Be wary of freelancers who:
- Lack a clear portfolio or case studies showcasing their BTL work.
- Cannot provide specific examples of measurable results.
- Demonstrate poor communication or responsiveness.
- Offer generic proposals without tailoring them to your specific needs.
Typical complementary skills
BTL marketing often works best in conjunction with skills like:
- Graphic design
- Copywriting
- Event management
- Social media marketing (organic)
- Print production
Benefits of hiring a BTL marketing freelancer
By engaging a skilled BTL freelancer, you can:
- Target specific customer segments: Reach your ideal audience with precision and maximise your marketing impact.
- Increase brand engagement: Create memorable experiences that foster deeper connections with your customers.
- Drive measurable results: Track and analyse campaign performance to optimise your ROI.
- Access specialised expertise: Leverage a freelancer's specific skills in areas like experiential marketing or direct mail.
- Maintain flexibility and scalability: Adapt your marketing efforts based on your evolving needs and budget.
Example 1: A craft brewery hires a BTL freelancer specialising in experiential marketing to organise a series of tasting events at local pubs, driving brand awareness and trial amongst their target audience.
Example 2: A tech startup engages a freelancer with expertise in sales promotions to develop a referral programme, incentivising existing customers to spread the word and acquire new users.
Example 3: A fashion retailer commissions a freelancer skilled in direct mail marketing to create a beautifully designed catalogue showcasing their new collection, targeting high-value customers with exclusive offers.
