What to Expect from a Marketing Consultation

A marketing consultation has the potential pivotal moment for your business, but knowing what constitutes a valuable consultation can be challenging. With so many self-proclaimed "gurus" and "experts" out there, it can often be a minefield, trying to understand who to believe. This guide will help you understand what to expect and how to identify the right people to work with, and whether they are the right marketing consultant for you.

Picking the right marketing consultant

With so many people entering the area of marketing agency work or consulting, it can be very hard to identify the right marketing consultant to work with.

One common misconception is that you can only work with people who have worked on projects similar to yours. But while there are arguably some benefits to working with a specialist (usually around awareness of legal requirements), numerous marketers, designers and copy writers that I have personally spoken to have argued that breadth of experience trumps specialism. Instead look for signposts that they have the experience needed to deliver effective marketing services for you:

• Online reviews: check in particular that they are linked with a genuine profile and not a paid for bot or fake review
• Case studies: check to see if they have any examples of work on their website
• LinkedIn profiles: take a look at the profiles of the people involved - do they have the experience you'd expect them to?
• Online presence: Lack of an online presence isn't necessarily a warning sign, but if they are specialising in digital marketing, you would expect them to have some kind of presence on at least one of the major social channels.

In particular, watch out for consultants who seem reluctant to discuss their experience or provide examples of past work. Be wary of those who make unrealistic promises or try to push long-term contracts before understanding your needs. A good consultant focuses on understanding your situation before proposing solutions.

During the Consultation

A quality marketing consultant demonstrates several key behaviors during your meeting. They should ask questions about your business goals and challenges while taking notes. Rather than offering generic advice, they should provide specific, actionable insights based on your situation. 

Key positive indicators during the consultation:

• Active listening and engagement with your specific situation: do you feel like they have understood your particular challenges?
• Clear explanation of complex concepts: if you feel like they're waffling or trying to baffle you with jargon, it's probably not a good sign.
• Willingness to challenge assumptions when necessary: a good consultant isn't a "yes" person - they will challenge your conceptions if necessary to deliver what your business needs.
• They should talk about how you will measure success or work to your budget: be cautious if they leave themsleves unaccountable or don't ask for some kind of indication of expected budget.

Be cautious of consultants who dominate the conversation without listening or offer cookie-cutter solutions without understanding your specific situation. A consultant who cannot explain their reasoning or methodology, or who seems more focused on selling additional services than solving your current challenges, is probably thinking more about their profit than yours.

The consultation follow up

Once you've completed the consultation, it's normal to expect a follow up summary and an outline of costs. Since this usually is the start of your relationship with a consultant, they may ask for further consultations if you choose to pursue a specific course of action.

Personally, I try to send my clients a list of their goals, strengths and weaknesses, with an outline of recommendations to help them reach those goals, taking their unique situation into account. It's often the starting point for the quotation process - but sometimes its necessary to get more information to build out the quote: For example, I was recently asked about a data management task, involving reviewing, cleaning and augmenting an existing database. However, without seeing the actual quality of data, it's a nigh on impossible task to quote for something like this - think of it like being asked to value a car without being able to check whether there's an engine inside, know what make it is or even if it has four wheels!

Making the Most of Your Consultation

The more information you can share ahead of the consultation - the more you will get out of it. But if you're just trying to weigh up whether a consultant is a good fit - this might not be entirely necessary - especially when you're trying to run a business at the same time. I would definitely recommend that you are prepared to answer questions about your current marketing efforts, website set up and business goals - as without this you won't have a very productive meeting.

Once you receive the follow up after the consultation, be sure to check it to make sure that everything you would expect is in there. Addressing any gaps or queries as early as possible can often help minimise issues and smooth out the relationship down the line.

Your final decision following a consultation

Your final decision about proceeding with additional services should consider the clarity and practicality of their recommendations, alignment with your business goals and values, and demonstrated understanding of your industry and challenges. Evaluate the quality of communication and responsiveness, along with the value delivered relative to their fees. Working with a good marketing consultant can be transformative for a business, whereas a bad marketing consultant will burn through your budget and leave you trapped in a contract with regular fees. So be sure that they have your interests at heart!

If you're interested in a free marketing consultation, then contact me today to book yours in. With over 15 years of experience in marketing, I'll help you get your business off the ground and into the air with practical advice tailored to your businesses size and resources.

Guy Smith is a marketing consultant based in Cambridge with over 15 years of experience in both B2B and B2C markeing. His consultancy, Data Incite, takes a data-led approach to marketing. Whether it's online or offline, basing your marketing in research will help you maximise your gains and minimise your costs.