How to Choose a Marketing Consultant

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Marketing consultants can be important to the success of small businesses. They offer an unbiased, fresh perspective on your business, growth opportunities, and preferred target customers. The right marketing consultant can identify, develop and implement strategies that can successfully grow your business by:

• Increasing market presence in your current market through new approaches.
• Introducing your business into new, profitable market sectors.
• Improving marketing effectiveness and increase return on your marketing investment

 
Selecting and building a relationship with the right marketing consultant is a key step to achieving success for your business.
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• At this point, you might be wondering, “What can I realistically expect from a skilled marketing consultant?” An effective consultant takes the time and works with you to understand the unique nuances of your business. They can create a detailed marketing plan, facilitate the creation of branding/messaging, and identify the appropriate marketing mix to effectively get the message out to potential customers. They can also partner with you to implement the plan, making any needed adjustments as it is rolled out. Finally, they monitor, measure and adjust your marketing strategy as the business grows and prospers.

 
Before hiring a marketing consultant, it is a good idea to review your business goals -- both short and longer term.
In addition, clarify what kind of relationship and personality you are looking for in partnering with your consultant. If you do this, it will make it much easier to identify the consultant with the competencies, experience and communication style that most closely matches your needs.
 
Six questions to ask when choosing your Marketing Consultant:
 
1)Tell me about your expertise -- what is your background? 
This may seem obvious, but there are many self-proclaimed “marketing gurus” out there, so beware. A solid education in Business is a must and an MBA / Masters in Marketing a big plus. Marketing affects other areas of the business and the consultant should be able to grasp the whole picture before recommending marketing plans.
 
Marketing consultants develop different skills and specialties throughout their careers. Look for a consultant with a skills profile that matches your requirements. For example, if you need to develop a strategy for growth, ask about the consultant’s strategic capabilities. If your target market is local, you’ll want the consultant to understand the opportunities in the area.

2)Have you worked with small businesses?
Experience owning and/or working with small business is a BIG plus. Small businesses have many unique challenges larger established companies do not. Understanding those challenges takes “time in the trenches” to fully appreciate. Just as important, your marketing consultant must be able to demonstrate experience and success in solving the types of challenges your company faces.
 
3) What tools or processes do you use in your work? 
Consultants often use business models and other tools. Understanding their approach to gathering information and working through a project may help you determine if it’s appropriate for your situation. It will also show you if the consultant follows a process, versus falling back on "canned" solutions that worked for one firm but may not work for yours.
 
4) Am I comfortable working with this person?
The working relationship between you, your key partners/employees and the marketing consultant is extremely important. Your consultant’s communication style, personal branding/business values and level of commitment should be compatible with yours and your company’s. Do they use words implying themselves as telling and selling or partnering, creating and facilitating? Assess if they are a “hands-on” partner during implementation or more consultative. These are extremely critical expectations that you and your consultant need to understand and agree upon before the relationship begins.
 
5) Does the consultant have time for me?  
Understanding the consultant’s resources/network and client load is a consideration for you. How many clients do they have? Do they have specialists they can call on when needed? Having many clients often sounds good but is not necessarily better for small business owners.  A consultant that is a dedicated partner to a few clients can spend more time understanding and focusing on your business and is always there quickly when needed.
 
6) Can I talk with references? 
Last but not least, ask for references and call them. Check out their LinkedIn profile for recommendations. These references can give you insight into the consultant’s capabilities, working style and character.
 
Choosing the right marketing consultant for you and your business can be one of the most critical and rewarding decisions you make. Asking the questions outlined above while talking with potential marketing consultants will help to ensure a productive successful partnership.

Thanks for reading!  If you have questions on working with a marketing consultant, please contact us!