The biggest failure of consultants that only do marketing strategy:
If they’ve never done implementation they haven’t seen what works and what doesn’t.
Get someone who’s done it!
If they used to implement and now do strategy, there’s a good chance their ideas are at least several years out of date.
Get someone who does it now!
Marketing strategists don’t have access to companies doing working strategies right now. They attract companies that are doing it wrong, and they only see outlier case studies of strategy that the media and bloggers write about.
Get someone with their own data on their own clients!
Those outlier case studies often have to be “news” to get published. Most people don’t hear about last year’s strategies that are still working for a lot of companies- for example, google ads, webinars and email marketing are still highly profitable. These aren’t exciting enough to write about, so marketing strategists get a skewed idea of which strategies are most likely to work.
Don’t just listen to the news- listen for best practices!
Those outlier case studies are exceptions. Just because it worked for them doesn’t mean it will work for your company. Those strategies were a fit for that company but may not fit yours. Without a way to appraise your company and categorize it, they will apply a one-size-fits-all approach. They may call it customized because they recommend customized messaging, but the prioritization of strategies and budget allocations may be very similar, and may not work for you.
Get someone who customizes!
You need the strategies and tactics that work for most companies not just what worked for random outliers. You need it customized to your company.
Applying to your company only the strategies of outlier companies is like buying a suit for yourself based on the measurements of successful people.
Go get em!
Brian Carter is a popular business expert and keynote speaker with Fortune 500 clients like NBC, Microsoft and Humana as well as small businesses. He delivers motivational keynotes with practical takeaways with the comedic flair of his stand up comedy background. His agency, The Brian Carter Group, creates marketing that excites customers and increases brand visibility, sales and loyalty. Brian is a bestselling author you’ve probably seen on Bloomberg TV or in Inc, Entrepreneur, The Wall Street Journal or The New York Times. He has over 250,000 online fans and reaches over 3 million people per year.