So today we are talking about a hot topic – why pay for digital marketing consultant? We already covered what a freelance digital marketing consultant does in a day in the life post, but this is more inspired by the costs and fees. Namely, the change in the Cadbury’s logo and how the cost of £1million – shocked many people.
Why pay for digital marketing consultant?
What are a digital marketing consultant’s fees?
It is hard to say what fees are for each and every digital marketing consultant. To get a fair price, you have to compare apples with apples.
A digital marketing consultant may have an hourly rate, or they may be part of a digital marketing agency where they are likely to charge a day rate, or perhaps a project fee.
There are a range of ways to check a marketing manager’s salary here, or you could look at an average marketing consultant fees here. But these don’t look at your business – what you need doing, how long that will take, what work it involves, and it doesn’t say if you are using a digital marketing consultant / marketing freelancer / outsourced marketing manager or a digital marketing agency.
Too many words? let’s break it down…
The difference between a marketing consultant and a marketing agency
You might think that a digital marketing consultant is someone who works in a digital marketing agency, but I am a freelance digital marketing consultant and I would consider myself my own, stand-alone person. Even if I hire the services of a web developer or a designer to support me, that doesn’t make me an agency.
An agency is defined as a business or organization providing a particular service on behalf of another business, person, or group.
Using that term, my butcher is an agency. (I want my meat cutting, he cuts it up.)
I would prefer to think that an agency comprises a group of individuals, employed by one company, working with a client for a short period of time. Whilst this isn’t always the case and agencies can have years of tenure, the bigger agencies are typically switched out as new managers come in, budgets get tightened and strategies change. Marketing folk use their own contacts and networks and get rid of agencies either at the end of a project or the start of a new project.
In contrast, a freelance digital marketing consultant is someone who is working on their own, and could either work directly with a business, or an agency would potentially hire a freelance digital marketing consultant to action the work they are recommending.
I hope this is all making sense!
What’s the difference between a digital marketing consultant and a marketing freelancer?
I think this is just about how you search. If you are looking for marketing support you might Google things like marketing support, marketing agency, marketing consultant or a marketing freelancer. The chances are, you want the same thing.
The point of difference is probably in the word consultant. This conjures up images of someone coming in to assess your marketing, who makes recommendations and then leaves. The same with an agency service.
I like to refer to myself as a marketing freelancer because I feel it implies two things – one, that I do more than consult and actually do the work I set out, two, it implies that the cost is lower (and it surely is) than that of a big agency.
The benefit of a freelance relationship is that it’s not typically coming in at a huge budget spend, because its being used as and when it’s needed and not beyond this, which means I would typically expect a freelance marketing manager or consultant to be someone who supports the business for a long period of time, even as managers come and go.
I like it because whilst it’s not bulletproofed, it means I am a smaller fish. I work on smaller projects perhaps than the huge SEO agency or the big rebranding job- but if they are there 6 months, I am there for 4 years.
A digital marketing consultant for small business
A digital marketing consultant is a natural choice for a small business. Agency fees can be frightening to any company that’s a start-up or an SME and whilst I lobe agency people and my very best friends work within. Marketing agencies, that doesn’t mean they are right for everyone. Typically a small business suits the flexibility of a freelance digital marketing consultant or marketing manager who can go with the ebb and flow. Often a small business needs those quick wins and isn’t ready for a huge rebranding service or all the bells and whistles.
I have worked with some small businesses and even large businesses who when they expressed concerns over the money needed to support such large campaigns, were met with a look of disdain.
That’s where Cadbury’s comes into it.
When the news showed that the rebrand of their logo as shown above cost over a million pounds, people were shocked. But to them, this is really small money and money well spent.
350 million bars of Cadbury’s Dairy Milk are sold every year. That’s one line on a huge product range.
Their bars are in every supermarket and corner shop around the world. To them, getting their logo right is no joke. Even for a tweak, this is a job for a big, heavyweight agency who is a specialist. They might take some flack on twitter for a while, but they have to do things carefully.
Divided down into revenue and profit overall, the £1 million is much the same in costs as it would be for any other brand, but it stands out as a striking figure to us ‘for not much work’.
Unless you are meeting the clients, concept designing, researching, testing, analysing, designing, changing, listening, revising, canvassing opinion, planning the launch and all the other elements – there is no room for judgement.
This is a long way of saying that if you want to answer the question of why pay for a digital marketing consultant – the answer is in expertise and confidence.
You would laugh at Cadbury letting their intern ‘have a bash’ at their logo, but your business has as much value to YOU as Cadbury’s does to its shareholders. You should respect the processes and the plans just as much, whether you are spending £1million, £10,000 or £5,000.