Marketing Consultants for Small Business. Should I hire one?

What do Marketing Consultants do?

A good marketing consultant should have a well rounded understanding of the best digital marketing strategies out there and have the experience to implement them effectively. Whether it's identifying buyer personas or developing a marketing calendar, a small business marketing consultant will guide you with expert knowledge and experience. They'll help you avoid costly marketing gimmicks that look shiny and new, but lead to dead ends. Can you say Squirrel!

There are loads of marketing activities and strategies out there and a good marketing consultant will know which channel is best suited for your business needs. Here is a list of services a marketing consultant can help with:

Establish a Cohesive Brand Strategy

Your brand is more than a fancy logo and a catchy tagline. It's the bedrock on which all your marketing efforts are founded on. A savvy small business marketing consultant recognizes this and encourages you to take the time and steps to explore your brand identity. This could include your brand legacy, goals, values, and brand archetypes, unique value proposition, your brand story and much more. They'll skillfully lead you through this important process to ensure that your brand messaging is at the forefront of all future marketing strategies.

Help Identify Buyer Personas

One of the most important aspects of strategic marketing is identifying and understanding in a deep way the audience for your product or service. A marketing consultant can help you to identify your ideal audience so you can speak to them in an engaging and empathetic way. While it may seem like a simple task, engaging the right audience can be difficult. There are a number of factors that go into determining who they are, and a small business marketing consultant should have the experience and knowledge to walk you through that process. Some of the tools we use at Bryt•Idea are developing brand archetypes and detailed buyer personas. These tools are essential for understanding your brand and effectively communicating with an audience that already desires what you have to offer.

Develop Strategic Marketing Plans

By definition, strategic marketing is the process of developing and executing a effective marketing plan to achieve long-term goals. In my experience, most businesses rarely have the time or expertise to develop and implement an effective strategic marketing plan. Often times, a business owner is simply trying out random tactics without any real direction or purpose. 



That's where a good marketing consultant can help. A consultant can help you create a detailed strategic marketing plan that will ensure your efforts are focused on the right channels and content is written specifically for your buyer personas. They can also help create a content/marketing calendar with the appropriate cadence that meets your marketing goals.

Provide Guidance on Marketing Best Practices

In today's fast-paced digital world, marketing can be intricate and is sometimes executed with little consideration of ROI. An inexperienced marketer may set your campaigns on autopilot or make haphazard decisions without truly understanding the impact of their actions. A skilled marketing consultant, on the other hand, possesses well-rounded expertise across various marketing strategies, ensuring you're never left in the dark. By partnering with a knowledgeable consultant, you can effectively navigate the complexities of modern marketing and tailor your efforts to resonate with your ideal audience. Below is a list of disciplines a good marketing consultant or marketing team should have expertise in:

Search Engine Optimization Guidance 

Search Engine Optimization (SEO) can feel like the enigmatic dark arts of marketing, cloaked in secrecy and riddled with ambiguity. This obscurity leaves ample room for snake oil salespeople to slither in and make a quick buck. One of my previous clients fell victim to such an SEO company, shelling out thousands of dollars monthly for over half a year without any reports, accountability, or – worst of all – results! A seasoned marketing consultant can help demystify the world of SEO, guiding you on what to look for in an SEO company and the results you should expect for your investment.

Identify Website Best Practices

A high performance website isn't a happy accident, nor is it simply the result of a fancy theme with lots of bells and whistles. A high-performing website skillfully merges best practices from various digital marketing fields to craft a user experience that inspires action.

An experienced marketing consultant knows this and will encourage you to spend time here to make sure your website isn't just a billboard but an essential part of lead acquisition and branding strategy. They will encourage you to consider crucial questions like:

• How do I define success for my website?
• Which organizational issue am I aiming to resolve?
• Can my website produce quantifiable outcomes?
• What specific measurable results should I anticipate?

Social Media Marketing

Social media marketing has emerged as the golden child of digital marketing. However, many business owners mistakenly equate digital marketing with social media alone. This misconception couldn't be further from reality. While social media plays a significant role in today's digital marketing landscape, it isn't the silver bullet solution some might think.

A seasoned marketing consultant will help you traverse the ever-changing world of social media platforms, strategies, and tactics to increase visibility and generate leads for your business while also providing realistic expectations of what Social Media marketing can accomplish for your business.

Content Marketing

Back in 1996, Bill Gates penned the phrase "Content is King." Little did many know just how prophetic this statement would prove to be in the ensuing decades, and its relevance continues today. It's often suggested that companies should adopt a publisher's mindset, regularly producing high-quality, relevant content your ideal audience (and Google) is looking for.

A proficient small business marketing consultant will encourage you to consistently generate in-depth and engaging content in the form of blogs, white papers, e-books, or even infographics. This approach helps establish your business as an expert and an authority within your industry.

Email Marketing

Despite often being the bane of our morning inbox-clearing rituals, email marketing remains an incredibly effective channel for direct and consistent communication with your existing audience. However, there are many ways to get email marketing wrong. A small business marketing consultant can guide you through the best practices of this channel, ensuring your campaigns are optimized for engagement and conversion.

Lead Optimization, Acquisition & Conversion

Steer clear of marketing consultants who claim to be "Lead Gen" experts while chewing gum and a distinct inability to look you in the eye. The point is that many marketing professionals boast expertise in this area but are actually blowing smoke in all the wrong places. Lead generation can be a complex and often misleading undertaking. A marketing consulting agency may promise you 1,000 leads per month, but the quality of those leads are junk. A competent small business marketing consultant will prioritize high-quality leads over sheer quantity and have a detailed plan on how those leads will be secured.

Tracking & Evaluate Marketing Effectiveness

Whether you're running a small business or a major corporation, you need to know how your marketing efforts are paying off. Without this information, it's impossible to make informed decisions about where to allocate your marketing dollars. Tracking progress allows you to identify which marketing channels are most effective and which ones need to be tweaked or abandoned altogether. Finally, evaluating results helps you quantify your return on investment so that you can justify your marketing budget. 



At Bryt•Idea Consulting, we use a variety of marketing platforms customized to help our clients have a birds-eye view of their marketing efforts. Some of the tools we use include; Cyfe.com , SeRanking.com , Google Analytics, Teamwork, Google Search Council, and others. Make sure the marketing consultant you hire makes this activity a priority.

Building your Marketing Team

Constructing a marketing team can be a daunting task, particularly when you're uncertain about whom to hire or the qualities to seek in a candidate. Well – there's a consultant for that! A marketing consultant can assist you in crafting the ideal team tailored to your business needs and budget, ensuring every aspect of your marketing objectives is covered. With their guidance, you can confidently build a powerhouse marketing team poised to propel your business forward.

Establish Marketing Systems & Processes

A marketing consultant can help establish robust systems and processes to make sure your marketing efforts are efficient and optimized. By introducing efficient and streamlined strategies, they help create a well-oiled marketing machine. Furthermore, they can implement best practices, train your team on the latest tools and techniques, and ensure that your marketing initiatives are not only effective but also scalable as your business grows. 

Why Hire a Small Business Marketing Consultant?

A marketing consultant can provide numerous advantages to a small business, several of which have already been highlighted. However, the true value of a marketing consultant extends beyond these points. By tapping into their wealth of knowledge, expertise, and unbiased perspective, you can unlock new growth opportunities and optimize your marketing strategies in ways that might not be achievable through other means. Below are just a few examples:

Free up Your Time

Hiring a consultant or marketing consulting firm can be the key to unlocking newfound efficiency for your business. By delegating your marketing, strategy, and execution to an expert, you free up valuable time to focus on other vital aspects of your enterprise. Meanwhile, you have an expert in your corner with specialized knowledge and the bandwidth to execute on it. Consider the potential for your business when your marketing campaigns are crafted by a seasoned professional, generating high-quality leads and driving sales higher. By partnering with a marketing consulting agency or consultant, you're not only streamlining your operations but also investing in the future success of your business.

Avoid Costly Marketing Mistakes

Haphazard marketing efforts sabotage your hard-earned success. Hiring an experienced marketing professional, can effectively sidestep costly marketing blunders and keep your business moving forward. These seasoned professionals possess the expertise to identify potential pitfalls and craft tailored strategies that align with your unique goals. No more throwing spaghetti at the wall and hoping something sticks – with a quality marketing consultant by your side, you'll have a well-executed plan that maximizes your resources and yields tangible results.

Unbiased Guidance

As much as we hate to admit, entrepreneurs or small business owners have blind spots. We just don't know what we don't know. We also have our bias or even cognitive dissonance that keeps us from seeing the big picture or the small details. A small business marketing consultant can remedy that by offering invaluable insights and provide an unbiased review of your current marketing strategy. This fresh perspective enables you to recognize any blind spots, and uncover hidden opportunities that may have been overlooked by your internal team.

Fresh Ideas

Phrases like "This is the way we've always done it" and "Don't fix what isn't broken" might ring a bell, right? Small business marketing can be challenging, and it's easy to develop tunnel vision when developing a marketing strategy. Working with a marketing consultant for small businesses can bring a fresh perspective that rejuvenates your team and breathes new life into your company. With their extensive experience across diverse industries, a consultant can introduce innovative ideas and strategies you may have never considered before. By embracing change and welcoming external expertise, you can unlock your business's full potential.

Questions to Ask Before Hiring a Marketing Consultant

When marketing consultants are mentioned, the first thing that usually comes to mind is a large company with an unlimited budget. However, marketing consultants can be beneficial for small businesses as well. If you're thinking of hiring one, here are some questions to ask:

• What is your experience? Make sure the consultant has experience with businesses similar to yours in size and industry.
• What is your marketing strategy? The consultant should be able to provide a detailed plan of action.
• Can you provide references? A reputable consultant should be able to provide references from past clients.
• How much will it cost? Be sure to get a detailed breakdown of all the costs involved.

By asking these questions, you can get a better sense of whether a marketing consultant is right for your small business.

If you're looking for a more in-depth role, consider a Fractional CMO . They are similar to a marketing consultant with the added bonus of overseeing your existing marketing team at an affordable price. Learn more about Fractional CMO's.

How Much Does a Marketing Consultant Cost?

While fees can vary, you can typically expect to pay anywhere between $75 to $200 per hour, depending on their experience and expertise. Consulting firms or agencies may charge closer to the higher end of that range. It's not uncommon for consultants to offer a flat rate for a consistent set of monthly deliverables. The key is to have a clear understanding of the specific marketing consulting services provided and the expectations involved. This way, you can ensure you're making a well-informed decision when choosing the right consultant for your small business.

What About Hiring an Employee or Agency?

Choosing between hiring an in-house marketing employee or an agency depends on your specific needs and budget. Bringing an employee on board can be a great idea if you have a clear understanding of your marketing requirements and expectations. However, finding the right individual can be challenging, and their skill set may vary – they might excel at posting on Instagram but lack SEO expertise, for example. If you're a larger business with a larger budget, assembling a marketing team could be a viable option, provided you're comfortable with the increased overhead and responsibility of managing them daily. 

Hiring an agency offers the advantage of outsourcing your marketing efforts to a seasoned team of professionals. The main drawbacks of working with an agency can be the cost and potential lack of understanding of your specific needs and industry. As a former agency owner, I can attest that allocating resources to fully meet or exceed clients' marketing needs can be challenging. 



It's crucial to weigh the pros and cons of each option to determine the best fit for your business. A marketing consultant can be a good middle solution, offering the expertise and experience of an agency with less overhead that a marketing employee or team can create. 

When NOT to Hire a Small Business Marketing Consultant

Surprisingly, some businesses may not require marketing (but let's keep that a secret!) The truth is, for certain companies, marketing (or a marketing consultant) might not be a necessity. If you own a long-established business with loyal, returning customers, and you're content with your current size, hiring a marketing consultant may not be the best investment. Other specialized businesses might rely solely on word-of-mouth for growth. For instance, I have a friend who runs a global leadership development company. They successfully expand their business through a tight-knit network of referrals, without needing any marketing services – go figure!

Bryt•Idea Marketing Consulting Services

Quality small business marketing consultants can assist your company in pinpointing its target audience, devising a marketing plan, crafting and evaluating marketing campaigns and strategies, as well as monitoring marketing progress. Their expertise provides valuable insights into what's effective and what needs improvement. Collaborating with a good consultant ensures that your marketing endeavors stay on course and yield the desired outcomes.

At Bryt•Idea Consulting, we pride ourselves on delivering top-notch marketing consulting services tailored to small businesses and entrepreneurs. If this article detailing the services of a marketing consultant resonates with you, and you're eager to up your marketing game, or your looking to take your business to the next level, I'd be happy to explore with you how a marketing consultant can help. Contact me today for a free consultation.