Many consultants chose to go into business for themselves and open consulting firms. Depending on the particular consultant's expertise and background, the firm's service offerings vary drastically. However, a consultant's knowledge and experience are not synonymous with marketing savvy. Here are vital considerations for contemporary consulting firms seeking a strategic marketing approach for business development efforts.
● Align Marketing Toward the Organizational Strategy. Regardless of the firm's size, leaders must align the marketing program to fit the organizational design and strategy of the firm. Marketing programs will undoubtedly vary based on the number of consultants, the structure of the organization, the industry being served, and the consultant's location. A strategic leader must understand the vision of the firm and the target audience so that marketing efforts are purposefully developed. This alignment allows for targeted initiatives. Consider the ability to hone digital tools including AdWords, social media, and search marketing for example.
● Develop a Strategic Marketing Perspective. No longer is marketing limited to printed sell sheets, sales brochures, or branded folders. The consulting industry is notorious for historically relying on these types of sales materials and claiming that those materials are the marketing effort. During this age of technology and digital tools, the possibilities related to strategic marketing have exponentially expanded over the past several decades. It is essential for contemporary consulting firms to capitalize on the value that marketing provides in the business development process. A strategic marketing approach leads the firm's efforts to acquire clients as they move prospects through the sales cycle.
