What does a Marketing Consultant do?

Feeling lost in the maze of external marketing options? Unsure whether your next campaign launch will fizzle out like a damp firework? Fear not! Enter the Marketing Consultant: your seasoned guide through the ever-shifting landscape of brand awareness and customer engagement. These experienced navigators possess the expertise to assess your unique business needs, chart a course to success, and even help you steer clear of marketing pitfalls.

But before you embark on this partnership, let's demystify the "what" and "why" of marketing consultants. Buckle up for a whistlestop journey into the world of these valuable advisors!

Let's start with the basics:

What does a marketing consultant do?

A marketing consultant is a highly experienced marketing specialist who will be able to advise on your company's unique situation to help reach your goals. They will ask you lots of questions about your organisation and goals and what marketing efforts you have made in recent years and will analyse your data to collectively recommend the best strategic route forward. Often, marketing consultants are advisors only, but other highly experienced and capable marketing consultancies like us can offer implementation packages.

What is the difference between a marketing consultant and a marketing agency?

Marketing consultants tend to be individuals working as freelancers, sole traders, contractors, or sole proprietors. Whereas a marketing agency tends to be a group of individuals, each with a specialism, that works together to create integrated marketing plans - marketing agencies are often more expensive as they have higher overheads and, therefore, are usually reserved for larger clients or those with bigger budgets.

Is it worth using a marketing consultant?

There are big benefits to working with a marketing consultant. The most prominent benefit is that you have an experienced outsider objectively and thoroughly devising a strategy for your unique business. Many company Directors know everything there is to know about their organisation and this both clouds their judgement and creates a bias for what actually needs to happen in order to progress successfully. A good marketing consultant will be worth their weight in gold providing excellent return on your investment over 3-12 months after you begin working with them.

How do I know if I need a marketing consultant?

Some of the more obvious signs that you need a marketing consultant might include a lack of marketing resources internally, a lack of capability or a lack of specific marketing insights. You may have reached a point in your business where you would value the ideas, support and talent of an expert to guide you through the next phase of your journey.

What are the different ways to work with a marketing consultant?

You can either contract a consultant for a specific project or goal, or you can retain their services for an ongoing amount of time. On a project basis, you may agree on a particular outcome - for example, we have been known to fit in as interim Marketing Director for a set period or as an extra pair of hands in a brand activation project. We also offer longer-term implementation of marketing tactics, such as social media management on an ongoing basis.

What experience or training should a marketing consultant have?

The majority of marketing consultants will have a wealth of experience working IN marketing teams or leading marketing departments before they become independent consultants, so they should have 10+ years of experience on top of whatever client case studies they have as an independent.

In terms of qualifications, most will have an undergraduate degree in a relevant field if not a Master's degree or industry qualification or three. The best marketing consultants in the UK will be affiliated with the CIM and will be able to give you references or testimonials from existing clients.

How much should I pay a marketing consultant?

Again, this depends. In our experience, most consultants will build a client package on day rates that range from £250 for more junior consultants to several thousand for ex-corporate VPs. We tend to charge around £375 a day for charities/non-profits, £500 for-profit companies, and £850 for highly specialist sustainability reporting consultancy and writing - these are then charged to clients as a total project fee or as an ongoing retainer.

What are some ethical considerations when working with a marketing consultant?

It's important to ensure your values align with your consultants - as an example, some growth hacking marketers will use dirty tactics to grow at any cost. In contrast, an ethical marketer will take time to consider tactics that are both impactful and ethically sound. Another thing to check is if there are any conflicts of interest - for example, some clients prefer not to work with consultants who have recently worked with competitors. It's useful to check that the consultant has the necessary insurances and accreditations with policies to back them up - if the consultant is going to be handling your customer data they will need to be registered with the Information Comissioner's Office.

There you have it. Whether you're a fledgling startup or a seasoned business behemoth, a marketing consultant can be the secret weapon you've been missing. Their expertise, objectivity, and personalised approach can propel your brand to new heights. But remember, investing in your marketing is an investment in your future, and a skilled consultant can make all the difference.

So what are you waiting for? Send us an email to find out how we can support your marketing and reach your goals Cath@ipsaconsulting.co.uk