Marketing Consultant Role and Responsibilities

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A marketing consultant works with companies to create and implement marketing strategies. These strategies are centered on the core of the business and what services and products they offer. A consultant helps create a detailed marketing plan, determine the marketing message, and identify the appropriate marketing mix to get the message out. They will then follow the plan through, and work to execute and implement the marketing strategy. They will monitor results, tweak as necessary and ensure that the companies get the best results from their marketing efforts.


A marketing consultant will be skilled and knowledgeable in consumer behavior and marketing process. It includes having the ability to identify the companies target market and position their product or service offering in a way that will interest consumers and make them want to buy. 

A great marketing consultant will be able to not only think creatively but analytically. They must be able to not only be creative but to be able to gain results from that creativity. Marketing consultants often specialize in specific areas of marketing such as: 

  • Online Marketing
  • Social Media Marketing
  • Nonprofit Marketing
  • Copywriting
  • Online Marketing
  • Direct Response Marketing 

Marketing consultants often run their businesses and work independently or with your marketing team. They are skilled in marketing, business, communications, and psychology. 

There are times that a company seeks to outsource their marketing efforts. Often, when a company does this, they seek out marketing consultants. A marketing consultant works with companies to create and implement marketing strategies. A great marketing consultant will be able to not only think creatively but analytically. 

Outsourcing to a marketing consultant allows a company to put more focus on product development and overall operations. A marketing consultant can help to bring in specialized skills and expertise as well as provide an external perspective and viewpoint. 

With that being said selecting the right marketing consultant is crucial. A consultant must understand your business, your marketing requirements and understand your growth goals. They need to be able to share with you notable achievements and successes that correlate with the goals you are trying to achieve. 

What It Takes to Be a Marketing Consultant

The career of a marketing consultant is a rewarding and flexible career, but it also comes with its challenges. A marketing consultant can work as an independent, contractor or within a marketing firm. Most marketing consultants are entrepreneurs that have started their own business. 

Marketing consultants work closely with businesses to help them in determining strategy and tactics to promote a produce and/or service. The main objective that a marketing consultant has is to get the word out about the service and or product that is being offered. A marketing consultant can also be engaged to assist with creating general awareness of a company. 

A successful marketing consultant usually has education in marketing or experience in marketing previous to their consultant career. In addition to general education or experience a marketing consultant must be well-versed in the following:

  • Social media marketing and social media marketing platforms
  • Search engine marketing and search engine optimization
  • Reputation management
  • Image and brand awareness
  • Consumer behavior and customer psychology

If you decide to venture out as an independent marketing consultant the real trick in success will be how well you market yourself, after all, you will more than likely be your first client.