Steps to Hiring a Marketing Consultant for Your Small Business
As a small business owner, you may have a great product or service, but struggle to attract customers and grow your business. According to Forbes, 90% of small businesses fail because of marketing problems, indicating that poor marketing strategies and execution can have a devastating impact on a business's survival.
There are many reasons why marketing can be a challenge for small businesses. Limited budgets, lack of expertise, and limited resources can all contribute to ineffective marketing strategies. However, by working with a marketing consultant, small businesses can access the expertise and support they need to develop and execute effective marketing strategies. This can help them attract new customers, increase sales, and ultimately grow their business. By investing in marketing and working with a consultant, small businesses can improve their chances of success and avoid becoming part of the 90% that fail due to marketing problems.
If you are considering a full-time marketing employee, consider the worst-case scenario, that the cost of a bad hire can be substantial. According to a report by the Society for Human Resource Management, the cost of a bad hire can be up to five times the employee's salary. This includes the cost of recruiting, training, and onboarding the employee, as well as lost productivity and potential legal fees if the employee's performance leads to legal issues. Therefore, it's critical to invest time and effort in finding the right marketing consultant for your small business. By following the steps outlined below, you can increase your chances of finding a consultant who is a good fit for your business needs and goals, which can save you time, money, and headaches down the road. Click to read my post about considering when to hire a full-time marketing employee vs marketing consultant.
A marketing consultant can provide you with the expertise and support you need to develop and execute effective marketing strategies. Here are some tips to help you find and hire the right marketing consultant for your small business.
Determine Your Needs. Before you start looking for consultants or contractors, you need to determine what your marketing needs are. What specific areas of marketing do you need help with? Is it branding, advertising, social media, email marketing, or all of the above? Understanding your needs will help you find the right consultant for the job.
Set Your Budget. How much can you afford to spend on marketing services? Keep in mind that the cost of marketing services can vary widely depending on the consultant's experience and expertise. You don't want to overspend, but you also don't want to skimp on quality.
Research Potential Candidates. Once you have determined your goals and budget, it's time to start looking for potential candidates. You can start by searching online for marketing consultants in your area. Look for reviews and ratings from past clients. You can also ask for referrals from your network or industry associations.
Check Their Credentials. Before you hire anyone, you need to check their credentials. Look for consultants who have experience in your industry and who have a track record of success. Check their website and social media profiles to see what kind of work they have done in the past. You can also ask for references and check their credentials with industry associations.
Meet The Candidates. Once you have narrowed down your list of potential candidates, it's time to connect with them. We recommend limiting the number of candidates to 3-4 to avoid getting overwhelmed. During your conversations, ask about their marketing experience, approach, and how they would specifically address your business needs. It's crucial to ensure they understand your business goals and have a plan to help you achieve them. Additionally, you want to ensure they're a good fit for your company culture and team. Rather than treating it like a formal interview, we suggest approaching the conversation in a more relaxed manner to get a sense of the candidate's personality and see if you both click. This approach will help you make a more informed decision and avoid surprises after the contract is signed.
Get a Proposal. After you have conducted the meetings, ask for a proposal from the candidates that you are interested in working with. The proposal should include a detailed breakdown of their services, timeline, and cost for the project in question. Make sure you understand what services are included and what are not. Compare proposals from different candidates to determine which one offers the best value for your budget.
Sign a Contract. Once you have chosen a consultant or contractor to work with, make sure you sign a contract that outlines the scope of work, timeline, and payment terms. This will protect both you and the consultant or contractor and ensure that everyone is on the same page.
When it comes to working with marketing consultants, it's important to remember that it's a relationship. Working with a consultant can help take the load off a small business owner's shoulders, but it's crucial to approach the relationship with care and attention.
Big companies often treat their consultants as partners, valuing their expertise and developing relationships with them outside of work. This approach helps them build stronger, more effective teams and achieve greater success. However, smaller businesses can sometimes be overwhelmed and busy, and may approach consultants as if they're just there to get the job done.
It's important to remember that consultants are live persons, not apps that can be used and discarded. Building a strong relationship with a consultant can deliver amazing results for your business. By taking the time to communicate effectively, providing clear goals and expectations, and treating your consultant as a valuable partner, you'll be able to get the most out of your working relationship and achieve success together. Don't forget to check in regularly, provide feedback, and maintain a positive, collaborative relationship to ensure your marketing efforts are aligned with your business goals.
According to the Business Development Bank of Canada's 2021 Canadian Small Business Survey, approximately 30% of Canadian small businesses reported using external marketing services, including consulting services, in the previous year. As competition in the business landscape increases, small businesses are realizing the importance of having a strong online presence and effective marketing strategies to attract and retain customers.
Small business owners are increasingly recognizing the value of hiring external consultants or contractors to assist with their marketing efforts. This trend is likely due to the fact that marketing is a specialized field, and small business owners may not have the necessary expertise or resources to handle it themselves.
By hiring an external marketing consultant, small businesses can gain access to specialized knowledge and experience, which can help them create and execute effective marketing strategies. This, in turn, can help them attract new customers, retain existing ones, and ultimately grow their business. With nearly one-third of Canadian small businesses already utilizing external marketing help, it's clear that this trend is only going to continue to grow in the coming years. So join in!
