Taking off the marketing hat

by Ed Camp

When you see your business plan, do you see a hall tree filled with all sorts of hats?  Most days, it probably seems to be filled to overflowing with all the different roles you have to play, typical for the chief cook and bottle washer of any business.  And, of course, wearing all of the hats at the same time weighs down your head and hurts your brain!

Learning to let go of the hats that don't quite fit is a challenge.  Every good manager knows that letting go of things that others do better helps move your business plan forward.  The strategic planning and creative execution required for a dynamic marketing effort can be the most challenging role that any business person plays.  

That's where a marketing consultant can help.  What does a marketing consultant do and how can a marketing consultant help you?  Simply put, the marketing consultant wears the marketing hat for you.  Despite all the jokes about what consultants are, think about the role a marketing consultant plays.  Here are a few hats you can remove from the hall tree:

Strategic Plans.  A marketing consultant can assist with developing a marketing plan for your business, helping you establish a strategic plan for growth.  Having the roadmap is so helpful in directing your efforts.

Media buying.  Making decisions about media and getting the best for your buck required knowing how to negotiate with different advertising vehicles.  Although marketing consultants don't often do the buying, they know how to find resources to help and also know how to manage those resources.

Graphic design.  Any experience marketing consultant has a number of resources that can help you create a comprehensive image for your business.   As with media buying, the consultant does not actually create the designs, but he or she knows how to manage the process and get the best work for the best rate.

Digital Marketing.  The Digital Age has opened up a whole new world for marketing directly to customers.  Judging whether or not a digital expert really is an expert can be an expensive process.  A marketing consultant can guide that process.

Saving Money.  A marketing consultant has a stable of resources that are tried and true, and the consultant can match the appropriate resource to your need.  Knowing how to invest marketing dollars may be the single biggest concern of any business person, and also is the key benefit to hiring a consultant in the first place.  There are tricks to every trade!

Hiring a marketing consultant does not mean losing control over your business, but it may mean getting control over the hat rack.  Most of all, it means you can focus your attention on the things that are your strengths.  Tossing the marketing hat to someone else will feel so good!