Marketing is an Investment, Not a Cost
Fair practice means understanding that marketing is not an expense—it’s an investment in business growth.
You wouldn’t expect a lawyer to work for free in the hope that you win your case—don’t expect a marketer to work for free in the hope that your business succeeds.
Cutting corners on marketing usually leads to weak results—quality work requires proper funding.
If you want dedicated, results-driven marketers, be the kind of business that values and compensates them fairly.
Success is Rewarded
Marketing isn’t an exact science—no one can predict if a campaign will go viral or if an ad will generate millions in sales. But when marketing delivers big wins, fair practice means recognizing and rewarding that success.
If your business sees a surge in sales from a campaign, consider a bonus or revenue-sharing model for the marketer who made it happen.
A marketer who sees real incentives tied to success will work harder for your brand in the long run.
The best marketing professionals are strategists, not just content creators—their work directly impacts your bottom line. Invest in results accordingly.
Prevent Scope Creep
Scope creep—when extra work gets added outside of an agreement without extra pay—is one of the most common unfair practices in marketing.
Marketing involves strategy, research, content creation, analytics, and ongoing adjustments—it’s not just “a quick post” or “a five-minute task.”
A fair contract outlines deliverables—any work beyond that should come with additional compensation.
If you need extra services, be upfront about budget adjustments. Marketers are happy to grow with your business, but fairness means paying for additional work.
Timely Payment is Non-Negotiable
A fair business practice is paying invoices on time. Marketing is often treated as an afterthought in budgets, yet it’s one of the main drivers of business growth.
If your marketing team is waiting weeks (or months) to get paid, they’re less likely to prioritize your business.
Late payments lead to frustration, burnout, and eventually, losing top talent.
If you wouldn’t delay payroll for employees, you shouldn’t delay payments for marketers—especially if their work is bringing in revenue.
Feedback Should Be Constructive, Not Contradictory
A fair working relationship includes clear, constructive feedback rather than vague or ever-changing directions.
Saying “I don’t like this” isn’t helpful—explain what’s not working so it can be adjusted.
If a business constantly changes direction, it slows down progress and creates confusion.
Marketing works best when both sides are aligned—the clearer the vision, the better the results.
In digital marketing, micromanaging captions or a product description or wanting to change one clip of a reel, is that really necessary? Unless the content is damaging your brand, just send it. Having to take 5 steps to make tiny edits crucifies creativity. Create, post and learn.
Long-Term Relationships Drive Better Marketing
Marketing isn’t just about one-off campaigns—it’s about building brand trust, growing customer loyalty, and refining strategies over time.
Businesses that treat marketing as a long-term investment see better results than those who constantly switch agencies or freelancers.
Fair practice means valuing consistency—a marketing team that knows your brand inside and out will outperform new hires every time.
Respecting the work-life balance of your marketing team prevents burnout and leads to better creativity and strategy.
Respect the Expertise
If you value your business and actually want results, fair practice means acknowledging the real skill and strategy behind marketing.
Marketing involves strategy, psychology, branding, design, analytics, and sales-driven content.
Most owners are too wrapped up in logistics and operations, which is maintaining the brand. Marketing is about growing the brand, winning marketshare, networking with your customers, engaging with potential leads while building trust and rapport.
A great marketer knows how to position your brand, attract customers, and generate revenue. If it were as easy as you think, everyone would be successful at it.
When businesses practice fairness in marketing, they get better work, better results, and long-term partnerships.
