What Does a Marketing Consultant Do? Explanation + 8 Benefits of Hiring One

If you are new to the world of marketing, the concept of hiring a marketing consultant can seem, to put it mildly, a little intimidating. Many people have this image of a high-powered expert swooping in, tossing around jargon, and delivering grandiose strategies that no one really understands. You may even be asking yourself, what does a marketing consultant do?

I know for myself, after years in the industry—and working alongside some incredible consultants—I’ve come to realize that they’re not only invaluable but also much more approachable than I initially thought. So, if you’re considering bringing in a marketing consultant but feel unsure about what they do or if you even need one, let me break it down for you.

So, What Exactly Does a Marketing Consultant Do?

Think of a marketing consultant as your personal marketing guru. They’re the kind of person who can look at your business, understand its unique challenges, and then help you find ways to overcome them. They don’t just come in with a one-size-fits-all solution, but instead, they tailor their advice to what you need.

A great marketing consultant doesn’t just work for you—they work with you. They dive deep into your company’s goals, understand your target audience, and then build a strategy that’s designed to get you where you want to go. They might work on a single campaign or help overhaul your entire marketing approach. Whatever the scope, their goal is to make your marketing more effective and aligned with your business objectives.

Who Really Needs a Marketing Consultant?

I’ll be honest—just about any business can benefit from a marketing consultant at some point. Startups might need help with branding and launching, while established companies might seek guidance on entering new markets or refining their strategies.

Even if you’ve got a solid in-house team, an outside perspective can be incredibly valuable. Sometimes, we’re so close to our own business that we can’t see the forest for the trees. That’s where a marketing consultant comes in—they can offer a fresh perspective that’s hard to find within the company.

What Does a Marketing Consultant Do Daily?

Here’s a look at some of the typical responsibilities that a marketing consultant might take on. This is where their work gets really interesting, and, in my opinion, where they truly earn their keep.

Have a Good Understanding of Your Business Goals

This is where it all starts. A consultant’s first job is to get to the heart of what your business is trying to achieve. Are you looking to boost sales? Expand into a new market? Increase brand awareness? Whatever your goals, they need to be clearly defined. A consultant works closely with you to understand these objectives so they can craft a marketing strategy that’s perfectly aligned with them.

Really Know Your Marketing Needs and Goals

Next, they’ll dive into your current marketing efforts. This can sometimes be a bit of a painful process, especially if things haven’t been going as planned. But a good consultant is never judgmental—they’re there to help. They’ll audit your current strategies, analyze what’s working (and what isn’t), and suggest improvements. This process is essential because it makes it so that every part of your marketing is working towards your goals.

Stay Up-to-Date with Industry Trends

One of the reasons I have so much respect for marketing consultants is their dedication to staying on top of industry trends. Marketing is constantly evolving, with new technologies, platforms, and strategies emerging all the time. A good consultant knows this and makes it their business to stay informed. This means they can bring the latest and greatest strategies to your business, helping you stay ahead of the competition.

Know and Evaluate the Marketing Landscape

I know, I know—”landscape” is one of those buzzwords that gets thrown around a lot. But in this case, it’s actually pretty accurate. A consultant will assess the overall environment your business operates in. They look at your competitors, analyze market conditions, and study consumer behavior. All of this helps them understand where you stand in the market and where you could potentially go.

Provide Feedback on Your Marketing Strategies

No marketing strategy is perfect from the start. That’s why feedback is so crucial. A consultant doesn’t just hand over a plan and walk away. They’re there to provide ongoing feedback and make adjustments as needed. This iterative process makes it so that your marketing remains responsive to changes in the market and continues to drive results.

Develop Marketing Plans

This is the heart of what a marketing consultant does. They take all the information they’ve gathered—from your goals to industry trends—and use it to develop a comprehensive marketing plan. This plan isn’t just a bunch of fancy words on paper; it’s a detailed roadmap that outlines exactly what needs to be done, how it should be done, and when it should be done. The consultant will then work with your team to put this plan into action, ensuring that everything runs smoothly.

Identify Opportunities for Conversions

Getting traffic to your website or eyes on your ads is great, but it doesn’t mean much if those visitors don’t convert into customers. A consultant will help you optimize your conversion strategies, whether it’s improving your website’s user experience, refining your sales funnel, or tweaking your messaging. They know all the tricks to turn potential leads into actual customers.

Track & Report Analytics

If you’re like me, you love data. But raw data on its own isn’t enough—you need to know what it means and how to use it. That’s another area where consultants shine. They track the performance of your marketing efforts, analyzing key metrics to determine what’s working and what needs improvement. They then provide detailed reports that break down this information in a way that’s easy to understand, allowing you to make informed decisions moving forward.

Offer Training and Support

Finally, a consultant’s job isn’t done once the strategy is in place. They often provide training and support to your in-house team, ensuring that everyone is on the same page and fully equipped to execute the plan. This might involve workshops, ongoing coaching, or just being available to answer questions as they come up. The goal is to empower your team to keep the momentum going even after the consultant’s work is officially done.

What Skills Should a Marketing Consultant Have?

The first step to picking a marketing consultant is knowing what to look for. After all, 412,039 marketing consultants are working in the United States alone which means you need to weed out those who aren’t up to par. Here are some of the key skills I’ve found to be essential in this role:

• A Portfolio: Experience is everything in marketing, and a consultant should have a portfolio that showcases their work. This not only demonstrates their ability to deliver results but also gives you an idea of their style and approach.
• Experience as a Full-Time Marketer: Having worked full-time in marketing before becoming a consultant is a huge advantage. It means they’ve been in the trenches, facing the same challenges your business might be dealing with. This experience allows them to offer practical, real-world solutions.
• Expertise in a Specific Niche: Some consultants are generalists, but many specialize in a particular area of marketing, such as digital marketing, content marketing, or social media. If you have specific needs, finding a consultant with expertise in that area can be incredibly beneficial.
• Strong Technology Skills: Marketing today is as much about technology as it is about creativity. A good consultant needs to be comfortable with various marketing technologies, from types of marketing automation tools to analytics platforms. This allows them to implement and manage sophisticated strategies that are driven by data.
• Soft Skills Such as Persuasion, Adaptability, and Creativity: Marketing is a people-driven industry, so soft skills are just as important as technical knowledge. Persuasion, adaptability, and creativity are all crucial for coming up with innovative strategies, convincing stakeholders to get on board, and adapting to new challenges as they arise.
• Leadership Skills, Professionalism, and a Motivated Attitude: Finally, a marketing consultant needs to be a leader. They should be able to guide your team, inspire confidence, and maintain a professional attitude at all times. A motivated consultant will always go the extra mile to help your business succeed.

In short, a marketing consultant who possesses these skills can become an invaluable partner in your business’s success. They bring a blend of education, experience, and personal qualities that allow them to craft and execute strategies that drive results.

What Are the Benefits of Working with a Marketing Consultant?

When you’re running a business, especially in today’s fast-paced environment, the idea of bringing in a marketing consultant might seem like an added expense or another layer of complexity. However, the benefits far outweigh the costs, especially when you consider how a skilled consultant can help your business thrive. Here’s why working with a marketing consultant can be one of the best decisions you make.

1. Fresh Perspectives

One of the most significant advantages of hiring a marketing consultant is the fresh perspective they bring to your business. It’s easy to get caught up in the day-to-day operations, and sometimes, you’re too close to your own company to see things clearly. This is where a marketing consultant becomes invaluable. They come in with no preconceived notions, no company politics to navigate, and no emotional attachment to the current strategies.

From my experience, this objectivity is like a breath of fresh air. A consultant can look at your marketing efforts with a critical eye, identify blind spots, and uncover opportunities that you might have overlooked. They’re not there to replace your vision but to enhance it by bringing in new ideas and strategies that align with your business goals. This fresh set of eyes can often be the key to unlocking new growth opportunities and overcoming challenges that have been holding your business back.

2. Expert Insights

Let’s face it—marketing is complex, and it’s constantly evolving. What worked a year ago might not be effective today. This is where a marketing consultant’s expertise shines. They live and breathe marketing, keeping up with the latest trends, tools, and best practices. But more than just staying current, they’ve accumulated a wealth of knowledge from working with various clients across different industries.

This breadth of experience is incredibly valuable. A seasoned consultant knows what works and what doesn’t, having seen the successes and pitfalls of numerous strategies. They can quickly diagnose issues, suggest solutions, and implement strategies that are tailored to your specific needs. Whether you’re looking to improve your online presence, optimize your marketing budget, or refine your brand messaging, their expert insights can help you avoid costly mistakes and achieve your goals more efficiently.

3. Time Savings

As a business owner or manager, your time is one of your most valuable resources. Marketing, while essential, can be incredibly time-consuming. Developing strategies, executing campaigns, analyzing data, and adjusting tactics all require significant time and attention. If you’re not a marketing expert, this can quickly become overwhelming.

A marketing consultant takes this burden off your shoulders. They handle the heavy lifting, allowing you to focus on what you do best—running your business. This doesn’t just mean executing tasks; it also involves strategic planning, project management, and performance monitoring. By entrusting these responsibilities to a consultant, you’re not only freeing up your time but also making sure that your marketing is being handled by someone who knows how to get results efficiently.

Think of it this way: while you could spend hours researching the latest SEO trends or learning how to create a content calendar, a consultant already has that knowledge at their fingertips. They can implement strategies quickly and effectively, saving you both time and potential frustration.

4. Targeted Strategies

One of the misconceptions about marketing consultants is that they offer cookie-cutter solutions. In reality, a good consultant knows that no two businesses are the same, and they don’t believe in one-size-fits-all strategies. Instead, they take the time to understand your business, your industry, and your specific goals.

From there, they develop a marketing strategy that’s tailored specifically to your needs. This targeted approach makes it so that your marketing efforts are not just effective but also aligned with your overall business objectives. For example, if your goal is to increase brand awareness among a particular demographic, a consultant will create a strategy that focuses on reaching and engaging that audience through the most appropriate channels. If your goal is to re-engage lost customers, a consultant may suggest implementing a personalized email campaign or social media retargeting.

5. Measurable Results

One of the most satisfying aspects of working with a marketing consultant is the focus on measurable results. Consultants don’t just develop strategies and leave you to wonder if they’re working. They set clear goals and key performance indicators (KPIs) from the outset, ensuring that every action taken is geared toward achieving those objectives.

But it doesn’t stop there. A consultant continually monitors the performance of your marketing campaigns, analyzing data to see what’s working and what needs adjustment. This data-driven approach allows for ongoing optimization, ensuring that your marketing efforts are always moving you closer to your goals. Whether it’s increasing website traffic, improving conversion rates, or boosting customer engagement, you’ll be able to see the impact of your marketing investment in real time.

This emphasis on measurable results also provides accountability. You’re not left in the dark, wondering if your marketing dollars are being well spent. Instead, you have a clear understanding of the return on investment and the specific outcomes that are being achieved, which can be incredibly reassuring, especially if you’re working with a tight budget.

6. Flexibility and Scalability

Another significant benefit of working with a marketing consultant is the flexibility they offer. Whether you need help with a one-time project or ongoing support, consultants can tailor their services to fit your needs. This flexibility extends to the scope of work as well—you might need a consultant to take on a comprehensive marketing overhaul or simply provide guidance on a specific issue.

Moreover, as your business grows, your marketing needs will likely evolve. A consultant can scale their services to match your changing requirements. For example, as you expand into new markets or launch new products, your consultant can adjust the marketing strategy to accommodate these developments, ensuring that your marketing efforts continue to align with your business objectives.

This scalability is particularly beneficial for small businesses or startups that might not have the resources to hire a full-time marketing team. A consultant provides the expertise you need without the long-term commitment, allowing you to scale up or down as your business demands.

7. Cost-Effective Expertise

Hiring a full-time marketing professional with the same level of expertise as a seasoned consultant can be costly, especially for small businesses. On the other hand, working with a consultant allows you to access high-level expertise without the overhead of a full-time salary, benefits, and other associated costs.

Consultants typically offer flexible pricing models, whether it’s an hourly rate, a project-based fee, or a retainer. This allows you to choose a pricing structure that fits your budget and makes sure that you’re only paying for the services you need. In the long run, the cost savings and the increased effectiveness of your marketing efforts can lead to a significant return on investment.

8. Training and Development

Lastly, a marketing consultant doesn’t just execute strategies—they also empower your in-house team. Many consultants offer training and development services, helping your team build the skills they need to carry out effective marketing campaigns. This can include everything from hands-on workshops to ongoing coaching and mentorship.

By investing in your team’s development, a consultant makes sure that the knowledge and skills they bring to your business don’t leave when their contract ends. Instead, your team is left better equipped to handle future marketing challenges, which can have lasting benefits for your business.

How to Prepare for a Meeting With a Marketing Consultant?

Before meeting with a marketing consultant, it is important to prepare in order to make the most out of your time together. Here are some tips to help you get ready for your consultation:

• Gather Your Branding Materials: Start by compiling all of your current branding assets, such as images, logos, graphics, and any written content you’ve developed. Having these materials on hand will give the consultant a clear picture of where your brand currently stands and help them offer more tailored advice.
• Come with an Open Mind: It’s natural to feel protective of your vision for your business, but it’s crucial to be open to new ideas and opportunities. Many business owners we’ve worked with initially hesitated to explore outside their comfort zones. However, effective communication of your ideas, coupled with a willingness to consider fresh perspectives, can lead to exciting possibilities and growth.
• Invest Time in Understanding Your Goals and Target Audience: At the outset, dedicate time to answering questions and delving into your goals and target customers. The more effort you put into articulating these aspects, the better the results will be. A clear understanding of your objectives allows the consultant to align their strategies with your business needs.
• Define the Scope of Work: Before the meeting, outline what you want to achieve by working with the consultant. Are you seeking help with a specific marketing campaign, or do you need a comprehensive overhaul of your entire marketing strategy? Clearly defining the scope of work will enable the consultant to tailor their approach to meet your specific needs.
• Discuss ROI Tracking and Success Measurement: During your meeting, ask the consultant how they plan to track ROI for your projects. Will they monitor website traffic, conversion rates, customer acquisition costs, or other key performance indicators (KPIs)? Understanding how an experienced marketing consultant measures success will give you confidence that the strategies are based on data-driven insights rather than intuition.
• Clarify the Costs Involved: It’s important to have a clear understanding of the costs associated with the consultant’s services before moving forward. Ask about their pricing structure—whether they charge by the hour, project, or on a retainer basis. Also, discuss any additional costs that might arise, such as those for market research, content creation, or marketing tools and software.
• Set a Clear and Measurable Deadline: Timing is critical in marketing, so establishing a clear, measurable deadline for the consultant’s work is essential. Whether you’re working on a short-term project like a product launch or a longer-term initiative like a comprehensive marketing strategy, a well-defined timeline ensures accountability for both you and the consultant.

Remember, this consultation is a valuable opportunity to gain insight and guidance from experienced professionals. The consultant should want to help you make the most of it.

What Does a Marketing Consultant Do: Conclusion and Final Takeaways

Hiring a marketing consultant can be one of the best decisions you make for your business. They bring expertise, fresh perspectives, and a wealth of experience that can help you reach your marketing goals more effectively. Whether you’re just starting out or looking to take your business to the next level, a consultant can provide the guidance and support you need.

At Wise Growth Marketing, our team of experienced marketing consultants can help you create a customized strategy to reach your business’s unique goals. From market analysis and branding to digital marketing and social media management, we have the knowledge and expertise to take your business to new heights.

So don’t hesitate – invest in a marketing consultant today and see the positive impact it can make on your business tomorrow.

Key Takeaways

• Working with a marketing consultant can provide fresh insights, save time, and deliver targeted strategies that lead to real results.
• A marketing consultant is a versatile expert who helps businesses craft and execute effective marketing strategies.
• They cater to businesses of all sizes and stages, from startups to established corporations.
• A marketing consultant’s responsibilities are varied and include everything from understanding your business goals to staying on top of industry trends.

Frequently Asked Questions