Why Businesses Need to Hire a Marketing Consultant
As a marketing consultant, you’ve likely been asked many times why a business should choose a consultant over an alternate choice, such as hiring an in-house marketing team or piecing together a DIY approach.
It can often be hard to find the words that explain why and when hiring a consultant is the right decision for a business, so this post will aim to address this question.
But before I highlight the reasons people should hire a consultant, let’s look at a few reasons why they shouldn’t—as well as the types of businesses you should run away from if they come knocking on your door!
We’re consultants, not magicians. If a business’s product doesn’t make sense, no amount of marketing genius can fix that problem. We can’t swoop in and get them more clients if they don’t have a unique value proposition and a methodology that allows them to stand out.
First and foremost, businesses should hire a consultant to help them in the following five areas:
They’re looking for a real strategy
A good consultant will demand that a business spends time building a firm foundation based on strategy before proposing a series of tactics aimed at lifting traffic. Until the business finds a way to change the context of how their ideal customer views what they do, and in effect render the competition irrelevant, they’ll find that their marketing efforts never seem to build momentum.
They need fewer objectives
A good consultant will help a business determine their highest payoff work and their most pressing objectives based on where they want to be in a year, in three years, or in five years – not next week. A good consultant will make sure that the number of priority objectives at any given time stays very, very small.
They have resource gaps
Sometimes in the “do it all yourself” world of small business, it’s difficult to spot the areas that require outside help. A business may be able to set up their newsletter, add plugins to WordPress, and clumsily create header graphics for their social media profiles, but this work is actually robbing them from a focus on higher payoff work.
They need to fix their conversion
Too many business owners—and sadly some consultants—focus on traffic and likes, when the highest priority of any marketing strategy should be conversion. When businesses can figure out how to get visitors to their website and prospects that respond to their sales presentation, they can build a significant business.
They can’t stay focused
One of the dirty little secrets of consulting is that many businesses simply need someone to hold them accountable—someone to help them document their goals and objectives, then whack them with some sort of a stick when they wander off into new ideas that don’t match those goals.
A part of this is accomplished through nagging and set appointments, but the greatest gains are achieved when their focus starts to produce results.
What other reasons for hiring a marketing consultant do you tell prospects?