The Ultimate Guide to Hiring a Small Business Marketing Consulting Firm or Consultant
Patrick McFadden
If you are like many small business owners, you are wearing many hats: CEO, VP of Sales, CMO, COO, Customer Service, and CFO just to name a few. With all this on your plate, are you doing it all well? Are you doing the job that led you to go into business for yourself?
Marketing is the engine that moves your business forward. If you do it successfully, you will have more resources to further invest in the other areas of your business such as hiring, technology, service partners, and equipment. But do it poorly, and you will have to scratch and claw for survival.
So that’s why we’ve created the last guide you’ll ever need to help you find and hire a small business marketing consultant or consulting firm you can trust to take some work off of your plate.
When is the right time to hire a small business marketing consultant or consulting firm?
Before I get into the right time to hire, let me start off with when it’s the wrong time to hire a small business marketing consultant or consulting firm.
Consulting firms and consultants aren’t one trick magicians, we are amplifiers of success so here are the 3 moments when it’s the wrong time to hire us:
- It's the wrong time to hire a marketing consultant or consulting firm to fix your marketing when your product or service or business doesn’t make sense.
- It's the wrong time to hire a marketing consultant or consulting firm to swoop in and get you more prospective clients when you don’t have a way of doing business that allows you to be the obvious choice.
- It's the wrong time to hire a marketing consultant or consulting firm when you want to remove yourself from the all-important role of marketing and give total control to a “guru or expert.”
No need to worry about the wrong time when you are speaking with a really good marketing consultant or consulting firm because they won’t take your money unless they believe they can truly help you, no matter what you think your burning marketing need or challenge is.
The right time to hire a marketing consultant or consulting firm to help you is when the following five areas are present:
- Lack of a real marketing strategy. Good marketing consultants or consulting firms will demand that you spend time building a solid marketing foundation based on a diagnosis before proposing a series of prescriptions aimed at increasing sales, leads and website traffic. Until you find a way to change how your ideal customer view what you do and make the competition irrelevant, you’ll find that your marketing efforts never seem to build long-term momentum.
- Too many marketing objectives. Good marketing consultants or consulting firms will help you zero in on your highest payoff activities and your top objectives based on where you want to be in 90 days, 1 year, in 3 years, in 5 years but not next tomorrow. And, a good marketing consultant or consulting firm will make sure that the number of objectives at any given time stays very, very small.
- Resource gaps are present. In the “DIY” world of small business owners and CEOs it’s difficult to spot the projects, campaigns and activities that require external help. You may be able to set up your newsletter, add graphics to your website and create posts for social media profiles but it's robbing you from higher payoff work. Sure, those things above might need to be attended to, but good marketing consultants or consulting firms will help you stop doing the things that are better handled by others. In fact, they might just help you become the CEO again!
- Lead conversion issues. This might be my favorite. Too many business owners, and sadly some marketing consultants or consulting firms, focus on traffic and lead generation when the highest priority should be conversion of that traffic and leads. Figure out how to get prospects to respond to your sales process to buy, can quickly build your business.
- Can’t stay focused on main objectives. One of the dirty secrets of consulting is that a part of you simply needs someone to hold you accountable – someone to help you document your goals and objectives and then bring you back to reality when you wander off into new ideas, because staying focused seems way too boring.
A part of this is accomplished through nagging and set appointments, but the greatest gains are achieved when your focus starts to produce results. Good marketing consultants or consulting firms will demand metrics tied to objectives and help you process and understand the overarching value you’ll derive by hitting your goals.
What does a marketing consultant or consulting firm do?
Small business marketing consultants or consulting firms specialize in the marketing needs of small business owners. These needs may involve educating you about how to develop and operate a marketing process that is tailored to your business, or it may involve a turn-key approach where a consultant functions as your fractional CMO (Chief Marketing Officer) on a part-time basis. This latter approach allows your marketing needs to be met in the most efficient manner possible. A key outcome of engaging the services of a small business marketing consultant or consulting firm is that you will have a Marketing Process developed uniquely for you and your business.
A marketing consultant or consulting firm will bring a holistic approach to your marketing. It’s important to realize from the get-go that hiring a marketing consultant or consulting firm is a long-term investment, not a quick fix. They will bring value to your business, but a good one will do this in a process way and organically over time.
Good marketing consultants or consulting firms will have a strategic and consistent approach from the start. They will strategically align your social media, website, SEO, email marketing and content so that they work together to create a cohesive online presence.
Why you need a marketing process?
Which column describes your business? Given the two alternatives on each row, in which mode would you rather be working?
| Without a Marketing Process | With a Marketing Process |
|---|---|
| Marketing results are "hit or miss" | Marketing gets predictable results |
| Marketing is done in reaction to current conditions (so it is always behind) | Marketing is done proactively and it sets up future business |
| Potential customers are confused by inconsistent or erratic messages | Messaging is on-point and effective |
| Business brand is diluted | Business brand is strengthened |
| Marketing is hard to budget | Expenditures are planned in advance |
| Referrals are left to chance | Referrals are a planned event |
Who can small business marketing consultants or consulting firms help?
You have to have a good business, product and/or service to begin with. Customers should already be coming back to you and referring you to their colleagues and friends.
In other words consultants can’t save you. What they can do is take your business to the next level.
How should I go about hiring a marketing consultant?
Do a little research by looking for them online; visiting their website and social media channels. Are they practicing what they preach?
Set up an interview to learn about their approach and determine if it aligns with your business and your goals. Review cases studies to learn about the results that they have gotten for other clients.
Also, don’t feel like you are bound to consultants that only serve your particular industry. Many marketing consultants serve a broad range of industries, are very well rounded and could be a great fit.
Contact your marketing consultant at Indispensable Marketing
If you’re a small service based business that wants to explore if hiring a marketing consultant or consulting firm is right for your business or your business’s online presence on Google and other search engines, at Indispensable Marketing we can help. We offer marketing strategy consulting, marketing audits, monthly marketing packages, consultations, exploratory calls or monthly local SEO services. Contact us for more information.
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For years, the focus of marketing and sales has been to appeal directly to human customers—to connect emotionally, build trust, and ultimately close the deal. But the rules are changing, and small businesses need to be aware of a massive shift on the horizon: the rise of AI agents as decision-makers. At first, this may sound like science fiction. After all, aren’t people the ones making purchases? But the reality is that artificial intelligence (AI) is quickly becoming the gatekeeper for consumer and business decisions. Understanding this shift is critical for small businesses, as it offers both challenges and opportunities. Let’s dive into what’s happening, why it’s happening, and how your small business can prepare. What Are AI Agents? AI agents are advanced technologies designed to handle complex tasks for consumers. They don’t just provide recommendations—they make decisions. Think of an AI agent as a virtual assistant that interprets your needs, evaluates options, and executes the best solution on your behalf. Here’s a simple example: You might tell your AI assistant, “Find me a hotel near Central Park for two nights within a $1,000 budget.” In response, your AI: Searches available hotels. Compares prices, reviews, and amenities. Books the best option without you needing to lift a finger. For the consumer, it’s all about convenience. For businesses, however, it changes the game: your target audience is no longer just the human buyer—it’s the AI agent. Why Is This Happening? Convenience for Consumers Consumers want faster, easier, and more reliable decision-making. With so much information available, the process of comparing options can be overwhelming. AI agents streamline this process by narrowing down choices and delivering results that align with the consumer's preferences. AI’s Superior Decision-Making AI can process far more data than a human ever could. It evaluates everything from price and reviews to proximity and availability, all in seconds. This allows it to make decisions that are more informed and objective. Consumer Trust in AI As AI becomes more sophisticated, people are increasingly comfortable delegating decisions to their virtual assistants. Trust is shifting from brands directly to the AI agents that curate and recommend those brands. Simple Examples of AI in Action Small businesses are already seeing AI at work in various industries. Here are a few scenarios to illustrate what’s happening: Travel and Hospitality A traveler asks their AI assistant to book a flight and hotel for a weekend getaway. The AI evaluates options, finds the best deals, and books everything. The business that optimizes its data for AI discovery wins the booking. Retail A customer needs a pair of running shoes. Their AI searches for shoes with great reviews, the right size, and quick delivery. It bypasses generic search results and goes straight to businesses with clear, accessible product data. Healthcare A health app uses AI to evaluate symptoms and recommend over-the-counter solutions. Pharmacies with optimized digital listings and relevant information are prioritized by the AI. Home Services A homeowner asks their AI, “Find me a plumber near me with 5-star reviews who can come today.” The AI scans local listings and books the business with the most reliable and visible online presence. What This Means for Small Businesses The shift to AI-driven decision-making has huge implications for small businesses. Here’s what you need to know: 1. Your Audience is Changing You’re no longer marketing solely to human buyers—you’re marketing to the AI agents making decisions on their behalf. These agents prioritize structured data, transparent pricing, and measurable value over emotional branding. 2. Local SEO Becomes More Critical AI agents rely heavily on local search data. If your business isn’t optimized for local SEO —clear location details, accurate business hours, and positive reviews—you’ll be invisible to AI. Need help with your local SEO? Get in Touch. 3. Quality Data Wins AI thrives on structured, high-quality data. If your service descriptions, product descriptions, pricing, and availability aren’t clear and accessible, AI will skip over your business in favor of competitors who have optimized their data. Check out this article so AI doesn't skip over your business. "5 Must Have Elements of Service Area Pages" 4. Proximity Matters For many services, AI prioritizes businesses that are physically closer to the consumer. This is especially true for industries like home services, healthcare, and retail. Small businesses can capitalize on this by focusing on hyper-local SEO strategies. 4a. For Service Area Businesses, Precision is Key For service area businesses (SABs)—those that don't operate from a fixed location but serve customers within specific geographic regions—AI's prioritization mechanisms work differently compared to location-based businesses like retail stores or offices. Instead of prioritizing physical proximity alone, AI evaluates the clarity and accuracy of your defined service area. This is especially critical for industries like commercial cleaning, plumbing, pest control, HVAC, or mobile health services. Learn more about - 5 Steps: Local SEO for Service Area Businesses AI agents rely on several key factors, including: Accurate and detailed information about your service area. Keywords that highlight your services and locations. Social proof, such as reviews, ratings, and testimonials. Content that directly connects to your service area, like localized blog posts or FAQs. The accuracy and consistency of your listings on platforms like Google Business Profile. Quick response times to inquiries. A well-optimized website with clear navigation and mobile responsiveness. Integration of AI-friendly tools like chatbots to provide instant information to users and demonstrate efficiency. An active presence on local social media channels to further enhance visibility and engagement within your service area. By optimizing these elements, service area businesses can enhance their visibility and ensure AI agents prioritize them for local searches. 5. The Playing Field is Leveling While it may seem daunting, this shift levels the playing field for small businesses. Unlike traditional advertising, where big budgets dominated, AI prioritizes data quality and relevance—areas where small businesses can shine. How to Prepare Your Service Based Business for an AI-Driven World Here’s how you can start positioning your business to succeed in an AI-driven world: 1. Optimize for Local Search This step is even more critical for service-based businesses, especially those operating in specific geographic areas (like commercial cleaning, plumbers, HVAC companies, and remodel services). Focus on hyper-local SEO by including business districts, neighborhoods, zip codes, and cities you serve in your website content and Google Business Profile. Add a "service areas" page to your website to clarify where you operate. Encourage reviews that mention specific services and locations to boost credibility in local searches. Use geo-targeted keywords like “emergency cleaning services in Dallas” or “24-hour plumbing in Brooklyn.” 2. Provide High-Quality Data For service-based businesses, this means being very clear about what you offer and where : Use structured data to outline services , pricing estimates, and FAQs. Include service-specific keywords in descriptions, such as "drain cleaning" or "roof repair." Add before-and-after photos , case studies, or examples of completed projects to help AI and potential customers understand your expertise. Create mobile-friendly booking forms for easy service requests. 3. Focus on Trust and Transparency Service-based businesses rely heavily on customer trust because most services are provided on-site or involve direct customer interaction. Highlight safety measures , certifications, and background-checked employees to build confidence. Share detailed testimonials or video case studies that walk through successful projects. Be transparent about response times , pricing structures, and warranties for services. Add "Meet the Team" pages to introduce key staff or technicians, humanizing your business and building rapport. 4. Target AI-Specific Needs AI-driven search is increasingly intent-based , meaning it focuses on what customers are looking to achieve (e.g., “find a reliable roofer near me”). Service-based businesses can target this effectively by: Optimizing for voice search (e.g., "Who fixes water heaters in Austin?"). Using conversational language and FAQs that match natural language queries. Structuring content to answer specific questions like "How much does roof repair cost?" or "How long does an AC repair take?" 5. Embrace AI Tools Service-based businesses can benefit greatly from AI to improve operational efficiency: Use AI-powered scheduling tools to let customers book appointments automatically. Implement chatbots to handle inquiries about availability, pricing, and service areas. Leverage AI analytics to predict seasonal demand spike s (e.g., higher calls for HVAC repairs in summer). Adopt AI-enabled CRMs to track customer preferences and improve follow-up communication. The Opportunity Ahead While the rise of AI agents might seem like a challenge, it’s also a massive opportunity for small businesses. By optimizing your digital presence, focusing on transparency, and understanding how AI evaluates options, you can position your business to thrive in this new era. Remember: AI agents aren’t just replacing human decision-making—they’re enhancing it. By meeting AI on its terms, you’re not just staying relevant—you’re setting yourself up to win in the future of business. So, take a look at your business today. Is your data accessible? Is your local SEO in place? Are you ready to meet the needs of AI agents? The future is coming fast, and the time to prepare is now. Need Help? My marketing firm, Indispensable Marketing, provides a step-by-step strategy and implementation process tailored for service-based businesses with revenues between $750,000 and $7 million. We help optimize local SEO, craft trust-building content, and create scalable marketing processes that deliver measurable results . From foundational setup to growth-focused tactics and amplification strategies, our approach ensures clarity, confidence, and long-term success in your marketing efforts. Get in Touch
As we approach 2025, the changes in the business landscape are going to be significant, and many companies are already feeling the pinch. If you’re one of those business owners who’s noticing a decline in leads or a drop in website traffic, you’re not alone. Something is happening in the market, and businesses are beginning to see the winners and losers emerge. But here's the critical thing : the reason many businesses fall behind is not because they lack tactics—it’s because they lack marketing leadership. Why Marketing Leadership Matters I’ve worked with many small businesses over the years, and one thing is crystal clear: most marketing failures stem from a lack of leadership. It’s easy to get caught up in the latest marketing tactics or rush into hiring a marketing agency, but without a clear leadership strategy guiding your efforts, you’re just throwing darts at the wall. Your marketing activities might be disconnected, ineffective, and lack the cohesion that makes them truly impactful. Marketing leadership is the key to taking a business from spinning its wheels to driving real, measurable growth. Whether you have internal marketing hires, work with an agency, or manage things yourself, someone needs to own the strategy and ensure marketing activities aligns with the company’s overall growth goals. This is what I call the missing ingredient in many businesses—marketing leadership. The Three Pillars of Marketing Leadership Strategy Thinking First: It’s not just about tactics; it’s about understanding where you’re going and how you’re going to get there. This means developing a clear marketing strategy that aligns with your brand’s core identity, including who you are promising to help (ideal customers) , what problems you are promising solve for them, and how your images, metaphors, colors, words, look and feel, dress, attitude, networks, consistency represents its promises. Once the strategy is defined, you’ll know exactly where to invest your resources and which marketing channels will move the needle. Fixing the Foundations: Before you get fancy with campaigns, you need to fix the fundamentals. This means ensuring your website is a trust-building workhorse , your messaging is aligned with your ideal customer’s needs , and your content is educational and building credibility . When you have a strong foundation, every marketing effort you put forth will be more effective. Building a Repeatable Process: A solid marketing process isn’t just about running ads or posting on social media; it’s about creating a machine that works long term. This process needs to generate consistent leads, build your brand, and retain customers. A marketing leader will help you build this process, ensuring it’s repeatable, scalable, and aligned with your business’s growth objectives. Marketing Leadership as a Service: The Future of Small Business Marketing What I’m seeing—and what I believe is the future—is that agencies need to step up and offer something beyond just execution. Instead of acting as subcontractors who only perform tasks, they need to take on the role of general contractors overseeing and managing the entire marketing process. Marketing leadership as a service is about providing that strategic oversight and ensuring everything aligns with the business’s long-term goals. Think of it this way: AI may be taking over certain tactical tasks, but it’s not going to provide leadership. That human touch—the ability to analyze, strategize, and lead—is what will differentiate the winners from the losers in the coming years. Businesses will need marketing support who can step in, assess the situation, create a roadmap, and then help execute that vision. The First Step: Are You Ready? In 2025, marketing leadership will be the key to success for small businesses. It’s not about doing more; it’s about doing the right things in the right order. If you haven’t embraced marketing leadership yet, now’s the time to make that shift and set your business up for long-term success. Final Thoughts It’s easy to get distracted by the shiny new marketing tactic of the week, but without a clear strategy and leadership in place, it’s hard to see real, lasting results. This year, make it a priority to focus on marketing leadership as the core of your growth strategy. The businesses that do this will be the ones that rise above the competition in 2025 and beyond.
Indispensable Marketing takes a process approach to developing and installing your small business marketing.