Who do you pick between a marketing consultant vs marketing strategist? Learn what each brings to the table, and how to make the right choice.
When it comes to hiring experts to elevate your business’s marketing efforts, you’ll often hear the terms “marketing consultant” and “marketing strategist” thrown around.
However, the difference between the two can be murky for many.
Both play vital roles in crafting a brand’s marketing approach, but understanding their unique strengths and skill sets can help you decide who to hire and why.
In this post, we’ll break down what sets a marketing consultant apart from a marketing strategist, and guide you through determining which one best suits your needs.
What is a Marketing Consultant?
A marketing consultant is an external expert who provides advice, guidance, and recommendations to businesses looking to improve their marketing strategies.
They often have a wealth of experience across various industries and can step in with a fresh perspective.
Marketing consultants tend to work on specific problems, challenges, or projects that require expert insight.
If your business is struggling to generate leads, or if you’re unsure how to approach a new market, a consultant could be your go-to.
Consultants typically offer an outsider’s viewpoint, coming in to analyze your current strategies, identify weaknesses, and propose solutions.
They don’t always execute the strategies they recommend.
The implementation is often left to the in-house team.
Consultants can help with:
- Market research: Understanding your audience, competitors, and industry trends.
- Campaign evaluation: Reviewing the effectiveness of ongoing marketing campaigns.
- Branding advice: Offering insights on how to refine your company’s image and messaging.
Who Should Hire a Marketing Consultant?
A marketing consultant is ideal for businesses that need short-term, tactical support or an external viewpoint on specific issues.
If you’re a small to mid-sized business, a consultant could bring specialized expertise in areas like digital marketing, email marketing, or public relations without the long-term commitment of an in-house hire.
When to Hire a Marketing Consultant:
- You need help on specific issues, like improving ROI on campaigns.
- You’re lacking in-house marketing expertise.
- You want an expert to guide you without committing to a full-time hire.
What is a Marketing Strategist?
A marketing strategist, on the other hand, focuses on developing long-term strategies for the brand.
They build a comprehensive marketing plan that aligns with your business’s goals, market positioning, and customer needs.
Unlike consultants, strategists are more hands-on in executing and monitoring the plan once it’s developed.
Marketing strategists are typically experts in identifying the right channels, creating an overall marketing strategy, and setting the framework for ongoing campaigns.
They explore the details of how a brand will reach its target audience and achieve sustainable growth.
Their role includes:
- Defining objectives: Helping you set long-term marketing goals.
- Targeting the audience: Developing strategies for reaching the right people.
- Creating integrated campaigns: Aligning all marketing efforts under one unified strategy.
- Measuring success: Observing and adjusting the plan as needed for optimum results.
Who Should Hire a Marketing Strategist?
If your business is looking for a comprehensive, long-term approach to marketing with a focus on growth and scalability, hiring a marketing strategist is the right move.
Strategists are more suited for companies that already have a marketing team but need direction on how to build a holistic plan or those planning for significant growth and expansion.
When to Hire a Marketing Strategist:
- You want to create a long-term roadmap for your business’s marketing.
- You need someone to integrate multiple marketing channels.
- You’re aiming for sustainable business growth.
Key Differences Between a Marketing Consultant and a Marketing Strategist
Knowing the differences can help you make the right choice for your business.
Let’s break it down in terms of their approaches, expertise, and involvement:
Scope of Work:
- Consultants focus on solving specific problems or improving existing processes.
- Strategists design comprehensive strategies for growth over time.
Timeframe:
- Consultants typically work on short-term, project-based engagements.
- Strategists are often involved for the long haul, guiding your marketing initiatives over months or years.
Implementation:
- Consultants often recommend solutions but don’t handle execution.
- Strategists oversee the implementation of strategies, ensuring they align with the overall vision.
Expertise:
- Consultants bring specialized knowledge to specific issues or campaigns.
- Strategists offer broad expertise and are generally more involved in shaping the brand’s entire marketing approach.
How to Choose Between a Marketing Consultant or Strategist
Now that you know what each role entails, the next step is deciding which one you need. Consider the following:
Your Business Needs:
- Do you need short-term advice for a specific issue (e.g., a product launch)?
A consultant may be the best fit.
- Are you aiming for long-term growth and need a complete strategy overhaul?
A strategist would be more beneficial.
Budget:
Consultants tend to be more cost-effective for short-term projects.
Strategists typically command higher fees, but they can provide a long-term return on investment.
In-House Capabilities:
If you have a strong in-house marketing team but lack direction, a strategist could help guide them.
If you don’t have the internal resources, a consultant can come in and provide expertise without the need for a permanent hire.
Urgency of Action:
If you need immediate solutions to improve your current marketing efforts, a consultant can jump in quickly.
If you have time to build a long-term plan, a strategist will help you set the stage for sustained success.
Case Study: How a Marketing Consultant and Strategist Transformed a Business
To illustrate the difference, consider a small Atlanta-based business, such as a Glass Recycling Pick Up Atlanta service.
A marketing consultant may have been hired to assess the company’s existing website, identify gaps in its SEO strategy, and recommend tweaks to improve traffic and conversions.
They might suggest adding more local content, focusing on community outreach, and revising the calls to action.
A marketing strategist, however, would work with the company to:
- Create a holistic marketing plan that not only improves the website but also focuses on diversifying marketing channels.
- Engage in social media campaigns.
- Optimize Google Business Profiles
- Build partnerships to drive long-term growth.
While the consultant improves existing processes, the strategist takes a bigger-picture approach to ensure sustained, integrated efforts across multiple channels.
When to Bring Both Onboard?
In some cases, your business might need both a marketing consultant and a strategist working together.
For example, the strategist could define a long-term marketing vision, while the consultant focuses on executing a specific campaign or solving a particular issue along the way.
Bringing both experts onboard ensures that you’re covering both strategic planning and tactical execution, providing the best of both worlds.
Conclusion: Choosing the Right Expert for Your Business
Deciding between a marketing consultant and a marketing strategist depends on the specific needs of your business, the urgency of the challenges you’re facing, and your long-term vision.
While both can provide immense value, they offer different skill sets and approaches.
By evaluating your goals and determining whether you need short-term advice or a long-term strategy, you can make the right choice and watch your marketing efforts flourish.
If you’re still unsure which expert is the best fit, consider speaking with both types to better understand how they can align with your business.
The right professional can make all the difference in your marketing success.