Many startups begin with a tiny team and limited resources. They want to keep the founding team as small as possible to minimise the number of shareholders, as well as opinions(!), but this decision does have its limitations too. One such limitation is a lack of specialist skills or knowledge just when needed. Bringing a Marketing Director on to the team as an employee/shareholder/board member could give you the skills you need but it can be costly too. The solution? I present you with the idea of an External Consultant to handle your marketing needs as and when required.
What’s an External Marketing Consultant and how do they work with startups?
An external marketing consultant is someone who works as an independent contractor and provides specialised expertise, advice, and services to help a startup business achieve its goals. They are often experienced professionals who have held senior positions in large companies or agencies and understand the complex challenges associated with launching a small business. This means they can bring a wealth of knowledge and experience to the table and they know what does and doesn’t work when it comes to marketing.
They often focus specifically on marketing objectives such as developing campaigns, analysing the competition, and creating websites or social media accounts. On top of that, they can play an invaluable role in helping leadership teams create innovative strategies, build customer loyalty and develop core brand messaging.
What are the benefits of using an External Consultant rather than hiring a Marketing Director?
There are three main ones.
Firstly, cost. By hiring an External Consultant, you don’t have to pay a full time salary which could amount to £98,000 per year, plus benefits. Instead, you pay by the day or the hour and agree how much of their time will be required.
Secondly, there’s perspective. They are impartial which means they can provide an objective, outside perspective on your marketing efforts, which can be extremely helpful when it comes to making decisions about your marketing budget or campaigns. They’re not invested in any one particular outcome, so they’re more likely to give honest feedback and advice that will help you achieve success.
Finally, you’ll please shareholders. A marketing consultant’s expertise and objective perspective will show potential and existing investors that you’re taking the growth of your business seriously and are willing to invest in expert advice. Keeping the consultant as a contractor will also mean you don’t need to dilute your shares – another plus for existing investors.
What are the benefits of using an External Consultant rather than hiring a full service marketing agency?
For a fledgeling startup embarking on the journey to success, having an outside expert on board as part of the leadership team is critically important. The key word here is expert. With an agency at your side instead of a senior consultant, you may find yourself working with junior members of the team and may even need to pay above the agreed retainer just to get the senior support you need.
Not convinced? From helping develop your vital messaging and marketing strategy to honing in on persuasive tactics for driving engagement, an external consultant can be invaluable. And beyond providing specialised knowledge and skillsets that you might not have in-house, they can help motivate your team by challenging pre-existing assumptions or introducing alternative approaches and solutions -all qualities that could be beneficial to not only the speed of progress but also the overall morale of your business.
Go for the transparent option and hire an individual whose experience and knowledge you can trust.
How do I find the right marketing consultant for my startup?
When it comes to finding the right marketing consultant for your startup, experience really is key. Good industry experience makes all the difference in a consultant’s ability to get the job done quickly and effectively.
Make sure you research potential consultants to ensure they have knowledge of your particular field and up-to-date qualifications. Ask them about relevant projects they’ve worked on and gain insight from their successes (or failures!); this will help you determine who might be the best fit for your venture.
Ensure that you also pick someone open minded who enjoys working collaboratively – this allows for innovative thinking during problem-solving sessions.
And finally, select someone you click with. They don’t need to share your opinions – far from it – but you do need to enjoy working with them because, all being well, it will be a long-lasting relationship.
An external marketing consultant is an invaluable resource for any startup looking to get ahead in today’s competitive marketplace. They can provide a fresh, impartial perspective on the company’s operations and strategies, offering objective insights and innovative approaches that may not be available from those already involved in the process. By leveraging their knowledge of the latest trends and best practices, startups are able to gain a better understanding of how to appeal to their target audience, optimise resources efficiently, and stand out from competitors.
With an expert on hand who can point out opportunities that might otherwise go unnoticed, startups have a much greater chance of achieving success on their path to growth.
