Are you looking to review or enhance your marketing activities but lack the in-house expertise or time to do so? If so, you may want to consider appointing a marketing professional to help you achieve your plans. But how do you choose a marketing consultant?
What are you trying to achieve?
The answer will vary according to your business strategy and what internal resources you have available to achieve your plans. For example, do you:
- Want assistance with putting together a marketing strategy to give some direction in terms of future marketing activities?
- Need help with a specific campaign, such as launching a new service such as probate, or opening a new office?
- Require ongoing practical marketing support to ensure there is a drip-feed approach to your marketing activities, which aim to get you in front of your target audience(s) throughout the year?
The reason you are considering hiring a marketing consultant is one of the key things you should look for in the skills and abilities of a marketing professional. Do you want a strategist or someone who will roll up their sleeves and implement the marketing activities for you? Or someone who can carry out both functions?
Does the marketing consultant have experience in your sector?
Using a marketing consultant who knows your sector is invaluable. Not only will you be able to tap into their expertise and how they have helped similar firms, but they are more likely to hit the ground running when it comes to advising you and implementing campaigns. They will be familiar with the terms you use and how best to communicate with your existing clients and prospective ones. Likewise, find out if they have experience of working with firms of your size, be those other sole practitioners or multi-partner firms with several offices.
Who will the marketing consultant work with/report to?
You may already have an in-house marketing person, but could they benefit from having a third party to bounce ideas off and to give them specific marketing support? If you don’t have any internal marketing support, you may want to work with someone who can take some of the marketing work off your desk.
How much does a marketing consultant charge?
As with the accountancy sector, this rate can vary massively depending on the work involved, the experience/qualifications of the consultant and of course location. You could be spending up to £1,500 – £2,000 per day for a consultancy meeting or anywhere between £45 – £150 per hour for practical marketing support. When looking at marketing costs, as with most things in life, the cheapest option does not always equate to good value or good quality service. You should look at the costs in terms of how much you are saving by not doing the work yourself, but also consider the lifetime value of new clients brought in as a result of the marketing activity, not just the initial fee that has been billed. Of course, you should ask the marketing consultant to provide a quotation for the work you have in mind.
Are they a qualified marketer?
In the same way that you will actively promote your accountancy qualifications as a reason for choosing you rather than an unqualified accountant or bookkeeper, the same also applies to marketing. Check whether your potential marketing consultants are professionally qualified. Not only does this demonstrate they have had to pass their marketing exams, but they will also have to undertake marketing related CPD on an annual basis to ensure they keep their skills up to date. The main marketing professional body in the UK is the Chartered Institute of Marketing (CIM).
How to choose a marketing consultant who is right for your firm?
The relationship between any consultant and your firm is not just about their qualifications and expertise, it is also about your personalities. Do you get on? Is this marketing consultant someone you feel you can work with and entrust with your firm’s brand and reputation? If you are looking to hire someone to carry out your firm’s marketing on a long-term basis, it is important to choose someone who will get to know your business and be an extension of your team.
Look out for testimonials on their website which will give an indication as to the type of work they carry out and how they have helped their other clients.
You may also meet them at networking events, or perhaps they are speaking at a conference you are attending (online or face to face). But the bottom line is, go and talk to them or drop them an email. Either way, start the conversation and see how it develops.
Your first step to hiring an experienced marketing consultant for the accountancy profession!
If you would like to see how I could help your accountancy practice, please sign up for my Free Marketing Review and let’s start that conversation. Alternatively, you can ring me on 01822 833300 or email me at vicki@momentumforprofessionals.co.uk.
