While agencies are often hired to carry out tasks, consulting firms are hired to solve business problems rather than to create deliverables.
For example…
You know you need leads but between content marketing, digital ads, SEO, and other strategies, you’re not sure where to start.
You’ve exhausted your outbound options and are stumped as to what to do next.
You’re not sure why your current marketing team or marketing approach isn’t delivering the results you want.
When you want to achieve outcomes with experienced strategic thinkers who operate as part of your business, a consulting firm is a great place to start.
What is a marketing agency?
Marketing agencies assist their clients with the implementation of marketing strategies based on their experience and skill sets. Many marketing agencies specialize in a certain field, skill set, or vertical. For example…
Digital marketing agencies may lean heavily on digital strategies like SEO or digital ad spend with some creative in-house to assist with display ads and landing pages.
Creative agencies provide creative support in deploying the right creative team to execute on web design, graphic design, copywriting, and more.
Some agencies concentrate on a certain geographic area or vertical knowledge, such as automotive or healthcare, and may incorporate internet marketing, traditional media, and creative expertise.
How your partnership will look
Many companies primarily want to know what the partnership will look like when choosing a firm.
Consultancies are typically small, close-knit groups that already operate well together. They are experts in their particular marketing sectors or verticals, and they have a strategic mindset honed over many years in the field. While a CMO may occasionally bring in a consultancy, the normal connection begins with the CEO or COO, who hires the firm to serve as the company’s marketing department or an extension of it.
New businesses or those with in-house marketing talent are more inclined to deal with agencies. Employees at all levels are usually focused on creative, digital, or traditional advertising. You’ll most likely work with an account manager or a single point of contact, and creative will be brought in when needed to complete certain tasks.
Remember that consultancies can also carry out execution. They might be able to perform it themselves, or they might keep a list of vetted subcontractors on hand to call in as needed.
A consulting agency may be your best option if…
- You’re lacking a crucial strategic component that drives marketing outcomes.
- You’re having trouble connecting your existing marketing activities to your company’s goals.
- You’re currently promoting without a defined strategy.
