In the marketing game there are many roles to be played. From planning to design and implementation, marketing is a multifaceted industry that requires creative types of all sorts. The talkers, the thinkers, the designers, and advertisers are all essential in exposing a product to its target market. The job of an independent marketing consultant is to tie these entities together through creative means that encourage communal benefit.
The first step in this process is determining your personal market. For example, as an attorney, would you cater to the upper-class and operate on referrals or are would you be another Saul Goodman? By determining your personal market one predetermines the types of clients one chooses to represent and thus begins forming a corporate identity as an individual.
The second step is identifying your specialty. As stated earlier marketing covers a wide range of services. While many companies have in-house marketing departments and design services there is still much ground to be covered for independent consultants. By incorporating a sales aspect one can go beyond marketing plans and ad placement to creating recurring revenue through multiple channels. Find new products or services to represent that create a natural client base and fit your personal market. Advertising is an excellent choice if the medium is chosen carefully. By all means do not become a “jack of all trades” as your image can become inconsistent and confuse potential clients. If sales and marketing is your specialty then find mediums to represent that appeal to different markets. In this way you maximize your reach and exposure while presenting a constant image to each potential client.
Lastly, if one is to be a man alone one must take themselves seriously. Always ensure communications to clients or potential clients are professional and of an executive standard. Act like you have a boss, YOU. After all, an independent marketing consultant is their own CEO. As CEO the company image and quality of service lies with you. Only take on as much as you can handle and execute everything with precision.
The independent road is not meant for all marketers. Many prefer to dedicate their time and ideas to one brand for the majority of their careers. For others, the dream is not to build one awesome brand but to contribute to the development of many. It is members of the latter group who are called to be independent marketing consultants.