In the ever-evolving world of business, staying ahead of the competition requires more than just a great product or service. It demands a strategic approach to marketing that can adapt to the changing landscape. This is where a marketing consultant can play a pivotal role. Most businesses may harbour doubts over the value of marketing consultants, but once you learn about their role, and the strategies they employ to help businesses thrive, you can better understand the advantages of working with marketing consultancies outside the ‘Big Four’ that can bring great value to your business.
What is a marketing consultant?
A marketing consultant is a professional who specialises in helping businesses develop and execute effective marketing strategies. They provide an outside perspective, expertise, and a deep understanding of the latest industry trends. Marketing consultants work closely with their clients to identify their unique challenges and goals, crafting tailor-made solutions that drive growth and success.
Unlike in-house marketing teams or large advertising agencies, marketing consultants offer a more personalised and flexible approach. They are not bound by corporate politics or restricted to using specific tools, allowing them to tailor their strategies to the specific needs of each client.
What does a marketing consultant do?
The role of a marketing consultant is multifaceted and involves a wide range of responsibilities. Here are some of the key tasks they perform:
Marketing strategy development
Consultants gather and analyse market data to identify trends, opportunities, and threats. They also study competitors and consumer behaviour to make informed decisions. This then informs their primary responsibility to create and implement comprehensive marketing strategies. These strategies are designed to achieve specific business objectives, whether that’s increasing brand awareness, generating leads, or boosting sales.
As part of this a marketing consultant will help businesses understand their ideal customer profile and create marketing messages and campaigns that resonate with this specific demographic.
Content creation and management
Marketing consultants often oversee content creation and distribution, which includes everything from blog posts and social media updates to videos and infographics. This can then lead to support with managing advertising campaigns, both online and offline, to maximise ROI and reach the right audience.
In Australia, content marketing has emerged as a powerful tool for businesses to connect with their audience in a meaningful way. Marketing consultants in the region are well-versed in creating content that resonates with the local market, leveraging Australian cultural nuances and consumer preferences to craft content that is both relatable and engaging. From blog posts that address local trends and issues to social media updates that align with the Australian social landscape, these consultants understand the importance of tailoring content to the specific needs of your target audience.
Branding and design
A marketing consultant can contribute to or create brand strategies, ensuring consistency and alignment with the company’s values and mission. They can also support your business by providing access to branding services and design consultation to create the right visual identity for you. Furthermore, if a marketing consultant lacks the necessary internal resources for design and creative work, they often have established connections with talented designers and artists. These connections can be invaluable in supporting the brand and design aspects of a marketing strategy. This network of creative experts can be tapped into to produce visually engaging content, from logos and website design to advertising materials and social media imagery.
Data analysis
Data analysis is a critical aspect of informed decision-making and strategy development in the modern business landscape, and a marketing consultant can be an invaluable ally in this domain. Marketing consultants are well-versed in collecting, processing, and interpreting data to gain insights into market trends, customer behavior, and the performance of marketing initiatives. They employ a data-driven approach to identify opportunities, refine strategies, and optimize marketing campaigns. With their analytical skills and expertise in data analysis tools, marketing consultants can provide businesses with the actionable insights needed to make informed decisions, maximise ROI, and stay ahead in today’s data-driven world.
Website design, optimisation and SEO
A marketing consultant can be a valuable asset when it comes to website design and search engine optimisation (SEO). Their expertise extends beyond the realms of strategy into the practical aspects of website development. They can provide guidance on creating a user-friendly design that aligns with your brand and target audience. Furthermore, consultants understand the importance of optimising websites for performance, ensuring faster load times, responsive design, and an overall seamless user experience based on your target objectives or KPIs.
In the realm of SEO, marketing consultants can implement strategies to enhance a website’s visibility in search engine results, optimising content, keywords, and meta tags to improve search rankings. With their knowledge and experience, marketing consultants can transform your website into a powerful online asset, attracting more visitors and helping your business thrive in the digital landscape.
What is a Digital Marketing Consultant?
As digital channels continue to dominate the marketing landscape, digital marketing consultants have become increasingly relevant. A digital marketing consultant specialises in leveraging online platforms and tools to enhance a business’s digital presence. They work closely with their clients to ensure their digital marketing efforts align with their overall business goals. The digital marketing consultant’s responsibilities often overlap with those of a general marketing consultant but with a strong emphasis on the digital realm.
Digital marketing consultants excel in areas such as:
- Search Engine Optimisation: Ensuring that a website ranks well in search engine results, driving organic traffic and increasing online visibility.
- Pay-Per-Click advertising (PPC): Creating and managing effective paid advertising campaigns on platforms like Google Ads and social media.
- Social media marketing: Leveraging social media platforms to build brand awareness, engage with customers, and drive traffic and sales.
- Content marketing: Developing a content strategy that includes blog posts, videos, infographics, and more to attract and engage target audiences.
- Email marketing: Crafting and executing email campaigns to nurture leads, retain customers, and drive conversions.
Consultant marketing strategies
Consultant marketing strategies are inherently focused on creating a well-defined sales and lead generation funnel that operates consistently to sustain business growth. These strategies lay out a structured pathway for capturing prospects’ interest, nurturing them, and ultimately converting them into loyal customers. The process begins with identifying the target audience and understanding their needs and preferences, subsequently tailoring marketing efforts to attract and engage them. As prospects progress through the funnel, the strategy outlines how to provide valuable content and experiences that cultivate and maintain their interest over time.
One crucial element incorporated into consultant marketing strategies is remarketing. Remarketing is a cost-effective method of generating new sales by re-engaging with individuals who have previously shown interest in a product or service. Through carefully crafted advertisements and personalised messaging, remarketing strategies target those who have visited a website or interacted with the brand but did not make a purchase, giving businesses a second chance to convert these warm leads into paying customers. The combination of remarketing and other strategic elements in the consultant’s plan ensures that businesses can efficiently move prospects through the sales funnel, optimising the conversion process.
It’s important to note that consultant marketing strategies differentiate between acquisition and loyalty/engagement phases. Acquisition efforts are primarily focused on capturing new leads and customers by creating awareness and interest. These strategies include tactics like search engine marketing, content marketing, and social media advertising, all aimed at attracting potential customers. On the other hand, loyalty and engagement strategies shift their focus towards retaining and deepening relationships with existing customers. This involves initiatives such as email marketing, customer loyalty programs, and ongoing engagement through ongoing interactions. A well-balanced marketing strategy encompasses both acquisition and engagement phases to ensure a continuous and sustainable flow of new leads while nurturing existing customer relationships.
Looking for a marketing consultant
While the large marketing consultancies (McKinsey & Company, The Boston Consulting Group, Bain & Company, and Deloitte) are renowned for their expertise, they are not always the best fit for every business and they can be extremely costly to work with. Boutique marketing consultancies such as MBW can offer distinct advantages, especially if you are seeking a more personalised and flexible approach.