Marketing Consultants Suck!
They know stuff...but not enough stuff to be totally across the entire marketing mix ensuring that they are 100% of the time working in the best interests of the small business that they are working for.
They spend far too much time working and not learning. If they are really good at social media, they tend to have shortfalls in other areas whether that means PR, branding, advertising, lead generation, event management, influencer communications, or understanding the sales process enough to add value.
If they are too busy, then that's a problem. That means that they don't have enough time for training and upskilling. Every day something changes in marketing - so, you snooze, you lose.
If they are not busy enough, let me assure you that they are out there searching for clients, not training and upskilling because normally these things cost money.
It's a never ending cycle.
So, Marketing Consultants do suck! Well, some of the time.
The other part of the equation is when you do get a really good marketing consultant, they can make a real difference to your business and ultimately your bottom line. They can turn an ordinary brand into an extraordinary brand, deeply intrenched in the mindset of your target audience.
They can deliver sales leads - all the time, rather than when you get to the end of your sales pipeline and discover that you have been too busy working on accounts and not thinking ahead about where next months sales will come from.
They will give you profile in magazines, newspapers, television, radio and online - where stories on your company will help deliver a better understanding of your brand and what you do.
Quite simply, they can make the difference as to whether you are successful or not. Whether you keep doing what you have always done, getting the same results that you've always gotten - or you take a leap of faith, and hire a marketing consultant - is all up to you. But remember, training and upskilling is part of being a really good marketer.
What does this mean? Education is paramount in marketing. Investing in education and training will ensure that marketing consultants deliver an ethical and sound marketing strategy to clients incorporating all the different platforms of marketing that will work together in synergy to deliver a successful marketing campaign and build a companies brand.