Quick Answer: by helping you to develop and implement the right marketing strategy and plan for your business. One that brings you the type of clients you are looking for, and they will help you achieve the growth targets you have for your business.
If we look at this in more detail, it looks like this…
We often get asked how a small business marketing consultant can really help a small business. After all, isn’t the classic consultant there to tell you the time, after borrowing your watch? Let’s look at the key ways a marketing consultant can help a small business:
In the beginning
Some time ago, you decided that the life as an employee wasn’t for you. You loved doing what you do, but didn’t want to do it for someone else all the time. So you started your own business. For a little while you delivered for your clients outside of normal working hours, because you recognised the need for cash to pay the bills.
Success meant you were quickly able to say goodbye to your employed colleagues and go it alone. Your clients loved you and what you did for them and kept asking for more. You worked hard, steadily built a team around you to continue delivering on your clients’ needs.
As the responsibilities of running a business and delivering for your clients added up, the rate of growth slowed because you weren’t able to get out there quite so much. Marketing and business development activity slowed as operational activity took priority.
You are an expert at what you do
You know you, and your team, do fantastic work and that delivering that work has to be your priority, but you want to continue to grow the business. But how? What are your options?
- Employ a junior marketing executive to keep the social media happening, and the blogs being published.
- Needs managing to keep on track
- How do you know they are performing?
- Are these the right marketing activities for your business? Going to cost £15-20K a year
- Employ a Marketing Manager
- Going to cost £30 – 45K a year
- Is there enough work to keep them busy and stimulated?
- Hire a small business marketing consultant
- Only pay for time used
- Brings experience from lots of other companies to bear on your marketing
- Has a network of experts around them with the skills your business needs
Show you which “50% is working”
The old adage still holds true. Many small business leaders know they are generating leads and sales, but cannot identify what is bringing them in. Word of Mouth is probably responsible for a chunk of them, but what else?
By identifying what marketing is and isn’t working, your small business marketing consultant will quickly deliver a return on investment (ROI) on their fees through the cost-cutting opportunities identified. After all, why spend money on marketing that isn’t generating leads of moving people through the pipeline.?
Helps translate features into benefits
As an expert in your field, you know exactly what you are doing, all the software and hardware involved and all the jargon. Day to day activity means this is the language you are using all the time.
But it always isn’t the language your clients use. You need to look at the language your clients and target audience will use. You should also be looking at what a client gets from using your products or services and make sure your marketing talks about the benefits and what success looks like. A small business marketing consultant will definitely help in this area. They will have gone through this many times and will know what questions to ask you to get the information needed and ensure you are using the right marketing messages.
Develop the right marketing strategy for your business
You would naturally expect a small business marketing consultant to say they can help you by developing the right marketing strategy for you, but what does that mean? For us, it means the following:
1. A marketing strategy that builds on what you know is working
2. One that is focused on achieving your growth targets
3. That fits with your budgets and utilises the skills available within your business
4. A marketing strategy that aims to bring in your Ideal Clients
There is one last factor; the most important one: it is a marketing strategy that you have contributed to, are committed to and have bought into. Only at this point do you have the right marketing strategy for your business.
A marketing consultant keeps marketing happening consistently
Once you have a marketing strategy and a plan in place, you need to ensure the plan is followed and that marketing happens on a consistent basis. Whether you have a internal junior who needs guidance, training and some management, or whether you have no resource at all, a small business marketing consultant really can help.
Thinking about recruiting a junior marketing exec?
Sometimes there is a lot of “stuff” that needs doing and it makes sense to recruit a junior marketing executive. How are you going to find the find person? If you were looking for someone to help you deliver your product or service, no problem. You know exactly the skillset and the attitude you need. But if you’ve had to bring in a marketing consultant to help develop and implement the right marketing strategy for you, how likely is it that you can find the right junior marketing exec?
A small business marketing consultant will have worked with you for some time and will understand your business culture, so the right attitude profile can easily be developed between you. The consultant will be able to identify the skillset and the aptitude you need. Plus, be able to “smell the cow’s excrement” at interview stage.
A small business marketing consultant can help your business in a number of ways. We hope we’ve shown you how above. Of course, if you would like to talk about how we can help you specifically, give us a call on 020 8634 5911