At some point in time, many organizations hit a plateau. The creative juices dry up, the advertising campaigns start to seem like the same old thing, and it’s difficult to squeeze out further growth from using the same tired marketing strategies over and over again. At this point in time, hiring a marketing consultant is no longer an idea to put on a wish list, it’s simply the smartest way to regain momentum.
Why a marketing consultant is often the best option
Generally speaking, most teams handle multiple aspects of marketing simultaneously including creating a brand identity, developing campaign strategies, managing SEO (Search Engine Optimization) and social media as well as crafting email marketing campaigns. With so many moving parts, things can easily fall by the wayside. Unless there is someone focused on creating a complete marketing strategy that is customized to meet the needs of your organization, things will likely fall by the wayside.
A marketing consultant provides a cost-effective solution. Rather than investing in a full-time employee, you’ll get someone who is capable of delivering at a high-level with none of the long-term commitments. A consultant will assess what’s working and what’s not, utilize customer data analysis, web analytics and growth marketing frameworks to identify strategies that will produce results quickly and provide you with innovative ideas you would not have come up with on your own. That alone can create a significant shift in your marketing efforts.
What a consultant can actually do
Many people believe consultants “fix” problems but most do not realize how broad their areas of expertise can be. Consultants can assist with branding changes, enhance your SEO, assist with content development and improve your ability to engage with customers across all digital marketing channels you’re utilizing.
A quality consultant develops a digital strategy that is feasible to implement and does not overwhelm you. Consultants are aware of current trends in their industries, know which social media channels influence others and make decisions based upon data analysis. Everything ties together in terms of growth marketing and long term sustainability.
That is why so many businesses (especially those without in house marketing specialists) rely on consultants to develop campaigns, optimize processes and provide clarity.
What else clients typically ask
As a first time client, it is natural to have questions. Many businesses want to know the extent of the support they will receive, if the consultant has recently completed a project of similar size and scope and if the consultant’s area of expertise matches the objectives of the client.
For example, many B2B clients are concerned with acquiring new customers and retaining existing ones. They want campaigns that target specific audiences, and expert advice on how to minimize waste in their marketing spend. Clients also commonly ask about marketing challenges, their product value proposition and how marketing strategy consultants keep abreast of industry developments and new tools.
Testimonials from previous clients can also be beneficial. Many testimonials highlight how consultants improved the messaging of a company, enhanced the speed of a company’s growth marketing initiatives and/or resolved issues in the funnel that had been plaguing an internal team for months.
Understanding the hiring process
Once you know what to expect, the process of hiring a consultant is relatively simple. Most businesses go through the following three steps:
Identify your goals. What are you looking to improve? Customer acquisition? Customer Retention? More targeted campaigns?
Find a consultant who fits. You can find consultants through various platforms, referrals, etc. The key is finding someone who understands the tactics, techniques and tools necessary to meet your objectives.
Develop a plan. Typically this includes scope, timelines, workflows, and communication.
When you hire marketing consultants who understand growth marketing, they will quickly establish a structured approach. They will outline the plan, identify weaknesses, and illustrate how the next several months should unfold.
Where consultant platforms fit into the equation
Consultant platforms that connect businesses with marketing experts or freelance marketers are increasingly popular, particularly in B2B marketing. These platforms offer customer journey tracking, verified professionals, and clearly defined product value propositions so you know exactly what you are purchasing before committing.
Additionally, these platforms simplify the search for a consultant and provide confidence in knowing you are bringing in a professional with proven credentials.
How pricing typically works
Pricing can vary based on the complexity of the request, the consultant’s level of experience, and the consultant’s specialties. Pricing can differ greatly between freelance marketing consultants and senior consultants. Common pricing models include hourly rates, day rates, project-based fees, and monthly retainer fees.
