Marketing consultants advise companies on marketing strategies and campaigns. To do this, they should possess a keen understanding of the client’s target market and existing customer base, as well as the ability to recommend clear and actionable strategies to increase sales, expand the customer base, and develop new product offerings that will appeal to customers.
Marketing consultants may work as freelancers, or as part of a digital agency (such as Slalom), marketing agency (such as Ogilvy), or larger firm that has digital and marketing capabilities (such as McKinsey Digital or BCG X).
Marketing consulting offers global opportunities for professionals to engage in a combination of creativity and problem-solving. As businesses increasingly invest in digital transformation, the demand for marketing consultants continues to grow and the niche can be highly lucrative, offering six-figure incomes. Marketing consultants also have the potential to make a meaningful real-world impact. The field allows consultants to express their ideas in a way that directly impacts brands, products, and consumers.
Breaking into this potentially lucrative niche within the consulting industry is both a science and an art. In this article, we will examine 5 strategies that you can adopt to increase your chances of success.
1. Acquire credentials to verify your interest and commitment
If you are interested in pursuing a career as a marketing consultant, it’s helpful to secure an educational background in a relevant field. Ideal backgrounds include business communication, public relations, marketing, journalism, and advertising.
Obtaining an academic qualification in your desired field will not only provide you with relevant background knowledge, but also allow you to develop an interest and signal your commitment to pursue a career in your chosen field.
For instance, as a Communications student at Brigham Young University I have had the opportunity to engage in a consulting project. My team was responsible for analyzing the target market for a personal safety device. In particular, my role was to cold call universities, send out surveys to students and parents, and craft marketing strategies that would appeal to female university students. This project sparked my interest in marketing & sales consulting, and provided me with directly relevant experience that will help me to apply and interview for jobs in the industry.
2. Gain real-world experience to become a low-risk hire
It’s important to gain real-world experience on top of your coursework. These experiences will help you build skills that are directly applicable to the marketing and/or digital consulting industry.
Gaining work experience can allow you to position yourself as a low-risk hire who can hit the ground running from day one by operating independently and delivering value without extensive handholding and supervision.
You might consider finding internships or part-time jobs in marketing or consulting. For instance, you could shadow a consultant at a digital consulting firm, or do market research for a professor.
3. Acquire hard skills so you can deliver results
Building hard skills can help you at the interview stage and on the job. Relevant digital and marketing skills might include data analytics, search engine optimization, social media marketing, content marketing, web design, and conversion rate optimization. For instance, it could be helpful to take courses on Adobe or Google Analytics in LinkedIn Learning.
If you’ve already landed a job, taking additional online courses can help to accelerate your on-the-job training. As a marketing consultant, training in areas such as research, active listening, and behavioural psychology can help you to understand the target audience and craft more effective marketing messages.
4. Network, network, network – It’s not what you know, it’s who you know
It’s important to forge new contacts within the digital consulting industry to gain visibility and build relationships that can open the door to opportunities within the industry.. You might consider attending networking events, joining clubs and associations that guide you through the recruiting process, and contacting alumni from your university.
Networking with people who graduated with the same major as you can be helpful in learning how to position yourself to secure interviews and land job offers. For example, I recently reached out to a consultant who majored in Communications. She advised me to think about why I’m going into consulting with a Communications background, and consider how my background ties into consulting.
5. Prepare for interviews to get your foot in the door
Invest time into preparing for the behavioral interview, and to avoid case burnout. The types of questions are likely to differ from other consulting interviews by focusing on market growth, social media, and ecommerce.
Begin your preparation by practicing cases with people who are complete beginners, then with people who have some interview experience, and only then with people who at some of your target firms.
The bottom line
Marketing consultants work with clients to analyze their marketing strategies and campaigns. A career in this field has the potential to be meaningful, high impact, and rewarding. To increase your chances of breaking into the industry, adopt the five strategies recommended above: prioritize your educational background, gain some real-world experience, network with young professionals in the industry, acquire relevant hard skills, and prepare for consulting interviews like your life depends on it.
Elle Cheney is a student at Brigham Young University with an interest in management consulting. She enjoys tennis, hiking, creative writing, travel, exploring new cultures, and mentoring K-12 students.
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