Those who own small businesses sometimes believe that, if they are good at what they do, their businesses will naturally expand through word-of-mouth marketing. They are correct. However, they may be overlooking the fact that all businesses owners know the power of word-of-mouth advertising, and many may be better mobilizing it for their own benefit.

Now you need a good marketing consultant. Small businesses need the help of marketing professionals most of all, because advertising is so expensive and ineffective for most small businesses. A marketing consultant knows that word-of-mouth won’t spread unless the message is catchy, concise, and easy to pass on and can help business owners create such messages.

The basic beginning message is the most important aspect of small business marketing. Business leaders are not known for being particularly grounded, nor do they tend to be concise in their writing. A neutral third party usually has to be recruited in order to turn their first drafts into good, readable prose.

Other obstacles: Small businesses struggle simplify, clarify, and diversify what they offer to their customers. A professional speaker, for example, might hold a workshop on motivational speaking and encounter a fair amount of success. But with the help of a marketing consultant, that single event will be targeted so that – for example – the speech trainer holds one workshop for salespeople, one for managers, and one for business owners. By providing niche services to more specific audiences, the pitch is more targeted and is thus easier to market by word-of-mouth.

Finally, it is essential to know how to attract customers. After the intro message, where does a customer go? Your web site? Your phone number? Be aware of the path your customers must follow to learn more about your company. A marketing consultant can be of service by studying what companies outside of the market are doing, what your competitors are doing, and what can be learned from your customers’ demographics. The customer must be able to find a path from the word-of-mouth introduction, so the consultant will examine the company’s web address, phone number, and name.

Finally, we can say that small business has more to gain from smart and less expensive marketing methodologies than by advertising. But most businessmen are not professional marketers. It is vital to ascertain that when the company needs the assistance of a marketing consultant rather then wasting money on advertising early. Once the business has a credible marketing mantra, advertising can be put on hold for some time, which will be much more successful when used.

With deference to Dr. Covey and his very popular Seven Habits of Highly Effective People (all habits that will make us better consultants!), here are eight skills that all of us as consultants can work on to improve. This article will start with three overarching skills, then describe five more specific skills to consider in your ongoing development. One way to look at your total skill set as a consultant (internal or external), is to consider your relative strengths in the three major portions of our work: designing “it”, delivering “it”, and selling “it”. These three skills represent the complete package for a consultant, regardless of what your expertise (your “it”) is.

The Complete Package: Designing “It”
This is our technical expertise. This is the “stuff” we learn in classes and through experience and practice. It is the front end of our work in most cases. While we cannot underestimate the importance of these skills (and the need to continue to upgrade them), we also can’t be content if these skills are top-notch. They are not enough. Delivering “It”
This is the other mega-skill that many of us are very comfortable with. Once we’ve designed our “product”, we have to be able to deliver it. This is the skill set that is often most evident to our clients, or is what we tell people we do when they ask us our profession. Again, this skill set is critical, but alone it isn’t enough. Selling “It”
This skill, in my experience, is the one most often in need of improvement. While many books have been written about this skill set, there is one key, which by itself will improve your success in selling your work. If you will always focus on client/customer benefits, rather than product/process features, you will improve your success immediately. Features are components of your product or service. Examples include: o Size
o Length
o Speed
o Number of modules
o Your Experience People don’t buy features they buy benefits. All of us know this at some level, but seldom focus on turning the important features of our offerings into true benefits. To assume that your client/customer will figure out the benefit, is to lower your chance of selling your potential product or
idea. Some Specific Skills to Consider: Contracting
This is another skill that requires a book to discuss well and which requires planning and practice to improve. Getting clear agreements with clients up front about what the work is, what the desired outcomes are, and what your role is, is what contracting is all about. Relationship Building
Building relationships are important in all three of the major skill areas. In designing, you need to build relationships in order to gain the organizational information you need to design effectively. In delivering you need to be able to have good relationships with those involved, to lead to a more successful outcome. In selling, it’s important to remember that selling is a relationship process. People buy other people and believe in their ability to deliver. Having a focus on relationships is more than building rapport, which can happen quite rapidly. Building relationships is long term focused and requires considerable commitment. Warning Building relationships with individuals is important, but recognize that if your focus is on only one person in an organization, when they are gone (get promoted, get a new job, are downsized out, or whatever) you have lost your leverage to help the organization. So, remember to build a network of relationships within your client organizations. Separating Process from Content
It is so important to maintain perspective while in the client organization. Clients will focus on the content (of a meeting, the product, the outputs from your study, or whatever), but if the process matters aren’t attended to, outcomes can be compromised. Working on your ability to step back and recognize what is happening at the group dynamics and interpersonal level will improve your success. Clients don’t always know that they need this, but they will almost always recognize that you “did something” to make things go better when you can point to, and improve the process, while sharing the content of your work. This skill is often the key to additional work or referrals. Socratic Questioning
Socrates is immortalized at least in part for his teaching approach of asking a line of questions that leads the student to discover answers for themselves. When you clients discover answers to their problems, rather than simply hear them from you, they will own the answers. Their ability to hold onto the concepts, apply them, and improve their situation will skyrocket. Improving your ability to help them discover (through the use of Socratic questioning), is a critical, though often overlooked skill. Using more questions will cause you to lose the feeling of power that you are providing the “right” answer. But the client gains far more than you lose. While you may feel like you are losing emotionally, you win with the client, and probably strengthen your relationship with them too. Saying “No!”
Most of us need to improve our ability to say this. Of course we can physically say it, (OK, just for practice, say it three times right now – out loud!) but we all know we don’t always say it when we wish we had! Improving your judgment on when to use this word will help you in three important ways, time management, happiness level, and client success. Time Management Many of your time management problems stem from trying to do too much. When people (clients, peers, anyone) ask you to do something that you don’t feel you are best suited for, or don’t really want to do, use your word! Happiness Level When we focus our energy on the things we really want to or need to be doing (rather than just the things people ask us to do or we feel we should do), we will be happier! Say it to help you preserve and honor your priorities. Client Success There are times that a client may ask you for something (“We just need this [you fill in the blank]“) that you know, or strongly believe is the wrong thing. These are the times to step back and be genuine. Help them understand your perspective, and focus them on the outcome, not the suggested solution. In these cases, you might not be saying “no”, exactly, but it is what you really mean! If you feel a team is ready for such a discussion, pull out this list of attributes and have a team discussion on how well people feel their team is doing on each of these dimensions, the discussion can be enlightening and help the team move its performance to even higher levels.

Determining marketing strategy for a successful business is a difficult decision. While some businesses have happily embraced the latest strategies, many are still struggling to keep up with trends. Digital marketing can be overwhelming, thus one needs to fully understand the risks and complex challenges. Digital consulting firms can help your business gain a competitive advantage. They help businesses create effective internet marketing strategies that are focused primarily on promoting the business services and products. Moreover, the marketing plan includes expanding brand awareness.

Benefits of a digital consulting company:

Keep up with the latest marketing trends

Every business cannot hire their own in-house marketers for social media updates, search engine optimization, content marketing or even branding news. Businessmen are so buried in their daily tasks, that digital marketing does not have any room to grow, change or evolve. In such situation, experts can be of great help. They are well abreast of the latest trends, tools, technologies to serve the businesses better.

Interpretation of what is beneficial for the company

With a lot of information of digital marketing, businessmen may get confused between best practice and spam. As the search engines are looking for internet spam, it is important to move in the right direction. A team of professionals have the experience as well as understanding to guide in the right direction.

Enhanced knowledge of tools

Digital marketing consultants have worked with every tool. They know what works and what is best for companies in various situations. They have thorough knowledge about every tool and thus a business does not have to spend money on less important overpriced tool. They can guide you properly and help you find the right tool that can save your time while increasing your sales.

Monitor the competition

It is always important to know where your competition lies. Online marketing consultants monitor the performance of the competitors online. They research and find out the digital marketing strategies the competitors are implementing and make sure that your company is way too ahead of them. The consultants provide tips and recommendations on implementing strategies that can make you stay in front of the competition.

Expertise and know how

The experts offer an opportunity for most businesses to increase sales. Every business wants to grow and be successful and thus with expertise and know how, one can achieve best results. An expert always has the background and also focuses on increasing the traffic, leads and sales for business.

Choose your marketing consultant

You may think that taking digital consultation is expensive. But it is completely opposite. If you pick your own in-house team and select the tools required, the overall cost will definitely increase the price of the services provided by experts. Moreover, they are expert in their field and offer exceptional talent without all the cost associated with in-house staff. Hiring a digital marketing consultant is a great step for your business. By making this, you are positioning yourself to take advantage of different digital marketing opportunity.

Technology is more effective if it is centered on a businesses needs and goals. A company can have the best technology in the world and still not accomplish what they want. The purpose of an information technology department is to take technology options, create a suitable system, and manage it so that each business process is fast, simple, and reliable. A common problem occurs during the planning and implementation process of systems and system updates. It is mostly due to miscommunication. Business executives know the business functionality and what they are trying to accomplish, but they do not know how the technology is used. Technology leaders and staff are on the opposite end. They know what technology is available and what it can do, but do not thoroughly understand the business processes that will be performed or assisted by the technology. The result is a system that either does not meeting company expectations or has issues such as hardware and software compatibility. How does this happen? Four key components are needed to effectively plan and implement any type of information system. These are component knowledge, system design and planning, and an understanding of business requirements. Business executives and technology leaders do not always have this combined knowledge. When planning a big project, miscommunication is not only possible but guaranteed. You can use a consultation for their additional knowledge and as a mediator.

Improving Communication for Better Technology Solutions

It is important for the technology staff to be involved in business meetings and processes. This will give them a little knowledge on what the company deals with daily and what achievements are desired. Meetings can be scheduled between business executives and technology leaders to discuss new technology trends, the current system, and where improvements could be made. The business aspect could be discussed as well. This open communication can prove to make quite a difference when systems need to be updated or replaced. IT consulting services is another way to improve communication and get everyone working together toward a common goal. A consulting company can evaluate the business requirements, processes, goals, and current technology to determine where changes can be made. They are able to suggest improvements for a current system, redesign specific processes, or help design an entirely new business information system.

How does this help with communication between these two mindsets? A consultant may be better at communicating technological specifications to business executives and can give them a basic understanding of how everything works. From this building block, the technology staff can discuss any current issues and resolutions. The business requirements are transformed into a solution that not only works but meets certain business specifications. After the initial planning, involved executives and technology staff leaders can sit down with the consultant to discuss further issues. IT staff does not have to worry about this initial planning or the implementation. They receive training on the system and can focus on maintaining it. An understanding is developed between these two business groups. Future improvements can then be handled by the consultant or internally without miscommunication issues.

It can take years to learn the inside tips and techniques for success in an independent consulting career. Certain industries may have insider secrets that can help you achieve success in a given field, and you should seek out a mentor who works in your industry that would be willing to help you learn the ropes. There are also some general best practices that can be applied across any consulting field to help you realize success.

1. Plan ahead. Develop procedures in advance, and write them down for future reference. You’ll be more consistent in your communication with your clients, and consistency is good in your clients’ minds, because they know what they can expect from you. Try to plan for different situations that could occur, and when the unexpected happens, you’ll be better prepared.

2. Develop a marketing plan and stick to it, even when business is booming. The number one trap new consultants fall into is the feast or famine syndrome. You should certainly make adjustments to your marketing strategy if something isn’t working, but you should dedicate a certain amount of time and energy to consistent marketing efforts on a daily or weekly basis, even when business is good. While it’s true that you will experience ebbs and flows in the amount of business you have coming in, you can take steps to ensure that your cash flow is more consistent than not. By following a marketing plan, you’ll be sure to continue your efforts even when you’ve got more business than you can handle. Don’t fall prey to the idea that you shouldn’t market your services because you can’t take on any more assignments. When your current pipeline of work dries up, you’ll wish you had spent that little bit of time on marketing your business a few months back!

3. Always continue your education. You’re an expert in your field, and you’ve got the experience and talent to follow through with what you promise your clients. But there is always something you could be learning, whether you’re studying new ways to make your business run more efficiently, new developments in your field, or new skills altogether. You’ll keep your mind sharp, and you’ll always be able to offer your clients the most current advances and knowledge available. Attending special conferences and seminars in your field can also be tremendously valuable networking to build your pipeline of future projects.You could also add to your repertoire by learning a new skill that complements your existing services, which can help differentiate you from your competition and may help protect your business during downswings in the economy.

4. Develop a niche. You should always work on building your skill set, but becoming a specialist in a niche area, or becoming known for a particular quality of service, can put you in high demand among the businesses that need your expertise. Being a specialist can enhance your brand identity, and can also help differentiate you from your competition. While you tailor your services into niche areas, be sure to keep your foundation strong, and keep an eye on the marketplace to make sure the niche you select won’t make you vulnerable to obsolescence.

5. Save yourself time and money by using a portable employer of record. Many successful independent consultants and freelancers utilize the services of a portable employer of record. These companies handle invoicing and collections, which can take up a significant chunk of a consultant’s time. Working with a portable employer of record also eliminates the need to set up a formal business entity, and simplifies the tax-management and record-keeping process. Think about what would make the most sense for your particular situation; would your time be better spent doing billable work for clients, or does it make more sense in your case to handle invoicing and collections on your own? When shopping for a firm to support your back office, be sure to ask a lot of questions and compare different options.

6. Always have a signed contract in place. Even if you’re doing work for an acquaintance, it’s very important to have a contract. Your contract should clearly explain the scope of your project to avoid any confusion and any potential disagreements down the line. Be sure to outline the limits of what your project includes, what your client is responsible for completing or providing, the timeframe, your fees, and payment terms. Don’t sign bad contracts, and don’t let anyone tie you up with non-competes clauses that would keep you from being able to accept future projects with another client.

7. Practice patience and understanding. You’re a consultant, an expert your client hired to help solve a problem. That doesn’t mean that they will always be willing to take and follow your advice without complaint. Chances are, at some point your solution for one of your clients is going to require a significant amount of work, change, or money on their part, and they may question your advice. It’s the nature of business — not every client or customer will be the most pleasant to deal with — but it’s part of your job to learn to eloquently handle difficult situations while leaving everyone satisfied. In addition, be prepared for the possibility that in your client’s office culture, consultants and freelancers may have a less than favorable reputation. Be as graceful as possible — this is the tradeoff for not having to put up with the office politics of a traditional work arrangement.

8. Ask for referrals. One of the easiest ways to get new clients is from a recommendation from other satisfied customers. Advertising and marketing has its place, but nothing beats a strong testimonial. In addition, plan to be able to showcase past successes to win new business. Get permission to mention clients, use them as references, or showcase your work for them in a portfolio or case study.

9. Learn effective time management. Building a successful consulting practice takes a great deal of energy and persistence. You will have to work long hours at times, and you may have to dedicate many more hours to a project than you originally planned in order to complete a job adequately. As you gain experience, you’ll learn to better estimate how long a project can take, but in the meantime, you’ll have to learn to prioritize, delegate when possible, and complete tasks as efficiently as possible. Use calendar or project management software so that you always have a grasp on what needs to happen, when.

10. Have fun! You went into business for yourself because you love what you do. Keep hold of that passion, and you’ll learn to overcome any obstacle that comes in your way. Your love of your career will show in your dealings with your clients, and in your finished work. That means satisfied clients, and greater success for you! Nothing can be sweeter than enjoying the benefits of waking up every day to a profitable career that you enjoy.