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Why would I hire a marketing consultant?


I am a marketing consultant, so of course, I think you should hire a marketing consultant. I have over 40 years of experience helping organizations market their products and services. I’ve seen the things that work and the ones that don’t, and I’ve picked up a few tricks along the way.


One thing to remember is that if you don’t have a good product or a service that is organized and makes sense, a marketing consultant can’t fix it. We may point it out as a fact, but marketing only really works when it is promoting something that’s already good.


The fact is that a good marketing consultant can really help, and there are some good reasons why. One is that you need a real strategy. A consultant will insist that you work on building a strategy to act as your foundation and guide before you get into a bunch of tactics and creative. Before you can affect any change for the better you need to gain a real understanding of your ideal customer and the conditions under which they will purchase your product or service. You must also understand your competition and discover what it will take to make them irrelevant. These factors form the basis for a strategy, and yes you need one, and yes others in your organization need to understand your strategy too.


Another thing a good marketing consultant can do is to help you narrow your objectives. I help my clients understand the work you do that has the highest pay-off and then design your marketing to go after that work effectively. Setting reasonable objectives for growth over reasonable spans of time (months, quarters and years, not weeks) will help to bring focus and better means of measurement of success or failure to the table.


There are probably gaps in your resources. The leadership of small businesses have a tendency to try to “do it all themselves”. Sometimes this is out of financial necessity, but doing this also has a cost to it. You may be able to set up your newsletter, add plugins to your website and clumsily create header graphics for your social media profiles but this work may be actually robbing you of focus on work with a higher payoff.


Sure, those things above might need to be attended to, but a good consultant will help you stop doing the things that are better handled by others. In fact, they might just help you become the leader you set out to be.


Focus, focus, focus. One of the most important things a consultant can do for you is to ensure that you focus on what you’re trying to accomplish. It is important to have someone who can hold you accountable, to document your goals and objectives and to keep you moving forward, because it’s just too easy to travel off on some other tangent.


So now you know. A good marketing consultant really can help. Even if you think you don’t want one, you might actually need one. When you’re ready, let me know by contacting McCafferty Advertising, we’ll be waiting to hear from you.


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