Marketing Consultant Myths Debunked
1. A marketing consultant won’t understand my business
You absolutely do not need your marketing consultant to fully understand every aspect of your business. You don’t hire a marketing consultant to manage your business, you hire them to hone in on the critical pieces of your business and do market research that will help them create an effective marketing strategy.
Having fresh eyes on your business practices often helps narrow in on what’s working, what isn’t and allows your marketing consultant to be creative and think outside the box you might have unintentionally put yourself in. While you will obviously want whoever you hire to have a general understanding of what it is you do or sell, you ultimately want them to be focused on their own area of expertise, not yours.
2. SEO is expensive
Search Engine Optimization (SEO) efforts do involve paying for someone who has a certain expertise as well as the hours it will take for them to carry out a variety of tasks such as researching your industry, doing market research, writing keyword-rich content, building links, and analyzing results. Many business owners believe their money is better spent on Pay Per Click (PPC) efforts, which are faster to set up and have immediate results.
While it’s true that SEO cannot compete with the speed and ease of PPC, it most certainly wins out when it comes to lasting effects and cost over time. Keep in mind that if you want to pay for clicks, you’re going to have to work those costs into your budget every month because as soon as you stop shoveling money into your Google Adwords account, your traffic will plummet. SEO efforts, on the other hand, keep working for you long after you signed the check to your marketing consultant. The truth is, SEO is the much more cost-effective option.
3. No one will read or respond to long-form content
This myth is likely perpetuated by people’s severely shortened attention spans when browsing the internet. However, those 30-second attention spans generally pertain to things that appear on users’s Facebook feeds or as a suggested video, not something they actively searched out. This analysis definitively shows that in-depth, long-form content outperforms short content over and over again when it comes to search results.
So if you are publishing a 200-300 word blog every so often to cover your content marketing efforts, you are not very likely to see any results. Marketing consultant services can be a very valuable asset when it comes to things such as creating in-depth content that draws people to your business and delivers results.
4. You don’t need a marketing consultant to run social media
Businesses often avoid allowing marketing consultants to set up social media accounts because they believe they can just handle it on their own, or pass it off an intern. If that’s what you think, consider the unfortunate Twitter mishap Digiorno suffered. A clueless employee at Digiorno Pizza saw that #IStayedBecause was trending on Twitter and tweeted “#IStayedBecause he had pizza,” accidentally offending millions because the #IStayedBecause hashtag was actually an outlet for victims of domestic abuse to speak out about reasons they had stayed with their abuser in the past. Ouch.
That’s just one of the many cringe-worthy social media mishaps that brands have suffered, many of which could have been avoided if companies had had a dedicated marketing consultant team in charge of their social media instead of an intern or some random millennial they assumed would understand Twitter.
The truth is, social media can be an incredibly powerful marketing tool, both through organic content and paid advertising, as long as you have a consistent strategy that is carried out by people who are dedicated to the task and knowledgeable in the nuances of social media.
5. Marketing consulting services are too expensive
Obviously, hiring an expert in any field involves paying for the expertise you are going to receive, but marketing consulting services don’t have to break the bank. Blank Page Consulting can go work with you to design a marketing strategy that fits into your budget, and start working on projects that will bring a return on your investment, because that’s what hiring a quality marketing consultant is – an investment in your business. If you don’t think you can afford to budget for marketing, consider this – can you afford not to, and risk losing customers to your competitors who were ready to take their marketing to the next level?