Is a Marketing Consultant right for you?

Why use a marketing consultant?

This is a question many people ask when they are approached by one of the many "specialist marketing consultants" on the market trying to sell you their services. Although there are some consultants out there that just want to chance their luck and blind you with technical terms you do not understand, there are many more that are truly specialist in their subject and can offer you real value to your business. 

The advantages that an experienced marketing consultant can offer you range from general help and advice through to completely transforming your business! 

Although many companies already have a marketing manager or executive employed, it is often very difficult for this person to maintain an objective view of the marketing being done and can sometimes become complacent in the strategy being undertaken. One of the key aspects that a consultant can bring to your business is complete independence and often a fresh pair of eyes can highlight elements that can either be improved on, that may otherwise be missed - and of course the elements that are already working well! 

As I work within the hospitality industry I have often been asked by hotel groups to provide them with a true reflection on what their properties are actually doing. The group marketing managers are usually very occupied with their day to day workload (which, in an industry that is 24x7, is often very high!) resulting in the analysis, review and development not being their top priority. Bringing in a consultant can allow the group managers to get a clear overview on their properties by a clear and independent professional.

A consultant can also provide you with cost saving solutions to executing many marketing practices. After being in the industry for many years I have built relationships with an extensive network of professionals from print suppliers, designers, web developers, e-marketing products… the list goes on! Most consultants will also have this network and are able to utilize these associations to pass on reduced costs to clients. They will also do the leg work to ensure you are getting the best deal possible by negotiating on your behalf and using their expertise to reduce supplier expenditure.

Consultant vs Employee

From an employment perspective using a consultant is much more cost effective and hassle free. Although you will have a contract and terms and conditions with a consultant, this will always have a cancellation option for both parties, as well as a service level agreement (SLA) to ensure you get the service you are looking for.

Although with employees you have someone dedicated in your office, many marketing tasks can be undertaken remotely and in this age of technology the need for being onsite is less and less as communication is so easy. You also do not have to worry about employment rights, PAYE, health and safety etc!!

What to look for in a consultant

Some consultants will bombard you with terminology that you are not familiar with so the key thing to determine from the outset is the level of your knowledge so the consultant can communicate with you in a way that you understand.

Never work with a consultant unless you are entirely positive you have faith in their abilities to perform the tasks you need. There is nothing wrong with asking about their experience, what they have done elsewhere and of course you can google them or check out their LinkedIn profile to get an idea on their experience.

Negotiate. All consultants (including myself!) will submit an initial proposal that leaves room for negotiation. Again coming back to the rapport you build with them, it is always good to be honest with you expectations, including what you can afford to pay. It may be that the consultant can adapt the services to meet your budget and an honest and open discussion is always a good idea when it comes to managing both yours and the consultant’s expectations.

Overview

So in summary, hiring a consultant for your marketing can be more cost effective than taking on a new employee and you will receive the specialist services from someone who can add value to your business whether just for some advice or to assist long term.

If you would like to hear more about working with a consultant please feel free to call Rebecca Platt form RP Consulting Services for an informal chat on 07957 447510 or email Rebecca@rpconsultingservices.co.uk.

Follow me on twitter @rpcs or on Facebook at www.facebook.com/RPconsultingservices.