Hi. It’s Michael Zipursky from ConsultingSuccess.com. Welcome back to the Consulting Corner, where consultants learn how to consistently attract their ideal clients and significantly increase their fees.
Today I’d like to share a few reasons why you should avoid outsourcing your marketing when you’re just getting your consulting business going. Far too often, I see consultants try to outsource areas of their marketing – or even all of it – too early in the business process. What tends to happen in almost every situation is that they invest tens of thousands of dollars (or more) into working with different agencies or providers, with little or nothing to show for it in the end.
True Outsourcing Horror Story
I just spoke with a client who had struggled for many years, before coming to me for help. He’d been working with different types of providers from SEO companies and pay-per-click management companies, to working with different marketing departments and outsourcing various types of social media.
If you outsource your marketing to someone else, all of that feedback gets shifted to someone who might not care about your business the same way that you do.
But when I looked at what was generated in terms of results, it was very little if anything. The marketing efforts garnered maybe one or two projects, but they really weren’t in that sweet spot. It also didn’t help him attract the ideal clients.
It’s understandable why people want to do this; it’s easy to think that if you outsource your marketing to someone who’s an expert in that area, they’ll be able to do the implementation for you, and you won’t have to worry about it. And you’ll just get to work with your clients, collect the cheques. Unfortunately, this isn’t the reality, and that’s why most people who do go this route don’t see the results they’d hoped.
But why doesn’t it work?
What’s Really Missing…
It doesn’t work because when you’re working on your marketing, not only do you want to establish a strong foundation – as the owner and leader of your business – you need to get feedback from the marketplace.
You need to know what your ideal clients and buyers care most about. You need to quickly learn which types of messages resonate with them and which ones don’t – and then apply that to your marketing.
Get Valuable Feedback
If you outsource your marketing to someone else, all of that feedback gets shifted to someone who might not care about your business the same way that you do. They’re not going to understand the nuances of your business like you do. Taking that into account and learning from what you hear in the marketplace, you’ll be able to further refine your value proposition and your marketing message.
Even if you don’t feel that you’re a marketing person, or that you aren’t naturally gifted in the areas of selling or marketing, you need to do it.
You’re able to take that refined value proposition and then put it back into the rest of your marketing to really help you to increase its effectiveness and to further optimize and refine what you’re doing. And this allows you to develop a really strong value proposition and marketing messaging and strong marketing materials, even at a basic level. It’s important to get to that basic level without outsourcing.
What If You’re Not a “Marketing Person?”
Even if you don’t feel that you’re a marketing person, or that you aren’t naturally gifted in the areas of selling or marketing, you need to do it. Learn what you need to do in terms of your marketing, find a process and someone that can help you to do that, but don’t outsource it.
What you’ll want to do first, is understand what kinds of strategies will best work for you. Once you understand who your ideal clients are and the right messaging is in place, you’ll want to develop a real, and strategic marketing plan – one that will get you in front of your ideal clients in an effective and efficient way.
The Right Time to Outsource
Once you you’ve figured out what really works and what doesn’t, you can then determine which aspects of your marketing should be outsourced. This is when it makes sense to bring an in, for example, a pay-per-click advertising expert (if that’s the type of advertising you’ve determined to be most effective).
Rather than outsourcing too early in the game, you want to first figure out what works best. Then, get a really good strategy in place, and once you start seeing results from then you can determine which areas you should outsource, which areas of implementation or management would help you to get better results overall without having to do everything yourself. But it’s really important to avoid doing that too early.
If you follow this advice, you’ll see much better results in your business.
You’ll go from investing in, and hoping that someone else will be able to get the results that you want, to actually getting traction, then growing and establishing a really strong foundation for marketing your consulting business.
And then you’ll know exactly what you need to go forward and take your business to the next level.