Avoid These Pitfalls to Get the Most Out of Your Marketing Consultant
As a founder, you have spent years working long hours to make your company a reality. You know the ins and outs better than anyone else. While it is tempting to think you can gain amazing insights on your own by reading 800-word articles online, you will eventually need to turn to experts to augment knowledge gaps. Engaging a consultant with thorough knowledge of his or her expertise area can help you achieve results.
However, it can be hard to fully rely on your newly hired consultant. It is natural to feel like it will take at least several months to get him or her up to speed before you can trust any input and advice. However, a lengthy waiting period can prove to be a detrimental mistake.
Avoid these four pitfalls to get the most out of your consultant:
- Driving in the Slow Lane
It is common for clients to spend some time debating recommended strategies. However, there are risks to keeping all available strategies on the table for an extended time. A competitor can beat you to the punch, or you can end up losing valuable time. In some cases, you might completely miss the boat on a marketing opportunity. At some point, though, you will have to trust your consultant’s recommendation.In one instance, a client went overboard. In the time it took the client to think over our suggestions, the competition got a ton of media coverage and made waves while our client was left in the dust. Three years later, the competitor enjoyed a phenomenal exit. In the meantime, our client was in the process of pivoting to a new market.
- Missing the Boat
Be ready when an opportunity is knocking. Keep in mind that opportunities are rarely perfect, so take the ones that come along and use them to their full extent. Dismissing an opportunity because it is not perfect can sabotage your big break.For example, we had a client prepped for an opportunity to appear in The Wall Street Journal. With the opportunity in hand, the business leaders stalled and decided to pivot the direction of the story to something that they thought would be “something more interesting.” Against our advice, they refused to answer questions they considered uninteresting and demanded a “better” reporter. Following a few interactions with our client, the reporter moved on to a different story. We lost the feature article.
- Blind Trust
You made the decision to hire your consultant so trust him or her. However, blind trust can be just as harmful as a lack of trust. There is nothing wrong with thinking things over, and it is critical to fully understand how to implement the strategy.Consultants use their expertise to provide recommendations that best aligns with the goals of your company. Your job is not to question the value of recommended strategies; it is to determine whether they are feasible to undertake with your company’s resources. You know your company best. Ask for data and qualitative backup for their recommendations, and stay in the loop.
- Jumping to Conclusions
In a particularly memorable instance, a client was not hitting its numbers. The company quickly decided to replace its SEO agency. When the client transitioned, traffic began to plummet, and the downward trend only continued as the remaining individuals spent more time on fire drills and finding ways to look busy and valuable.Afterward, we were able to use data to illustrate that the failure came from the affiliate program. The client needed to reallocate resources, and it took three months for us to regain the SEO losses. Initially, the company balked at our advice because we had not yet gained an understanding of the intricacies of their marketing programs. What the client failed to realize, though, was how to pinpoint the necessary data to make metrics-based business decisions.
Do not doubt yourself. If you are confident in your hiring decision, then the consultant will have valuable input and advice on day one. The ideal hire should come with an impressive pedigree and demonstrate the ability to spearhead marketing strategies that drive results. With your combined knowledge, you may be pleasantly surprised by what you can achieve together.
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