Marketing consultancy is hard work, and it’s also immensely satisfying. It takes a lot more than technical know-how (understanding the how and when of social, SEO, and email marketing) to build a business. It also takes soft skills. The ability to establish rapport with clients and intuitively understand the businesses they represent and how to translate that understanding into the tactics and strategies that will achieve their objectives and provide tangible outcomes.
In today’s marketplace, the pressure to be able to stand out is huge. There are many specific skill sets that can set you apart from the crowd, from strategic insight to excellent communication, which can mean the difference between a few sporadic jobs and a flourishing consultancy.
So let’s take a look at some of the best skills and credentials to help you expand your expertise, attract new clients, and build the kind of marketing consultancy you’ve been working toward.
Job Summary
Visual Design & Creative Storytelling
Graphic design is an incredibly in-demand skill in the world of marketing, and Photoshop is by far the most recognised way to create visual collateral. Knowing how to apply Photoshop effects, create images from scratch and design templates for social media immediately sets you apart from other consultants.
While Adobe Photoshop is far from the most difficult tool to use, there is a bit of a learning curve you’ll need to overcome if you want to be proficient at it. Thankfully, there’s a wealth of resources out there for those looking to hone their Photoshop skills, from free videos to paid online courses.
Of course, the most reliable way to familiarise yourself with any tool is to experiment with it, and Photoshop is no different. If your school or place of work has a subscription, take the time to play around with the software’s various features. Alternatively, you can also purchase one of Photoshop’s individual plans.
Learning Photoshop is not only a demonstration of technical know-how, it also allows you to be a better communicator and enables you to conceptualise the production of relevant and engaging campaigns for brands. This is a valuable differentiator in the oversaturated market of marketing consultancies and adds value to your resume in more ways than one. Not only will you be more employable but it will also help you to get work and be more creatively independent.
Building & Optimizing Digital Experiences
In this day and age, a large chunk of business happens online. Even if you’re a marketer first and foremost, possessing basic web development skills is a fantastic way to stand out from the crowd and land more consulting roles.
You don’t need to be an expert at coding, but knowing the basics of coding languages like HTML, CSS and JavaScript is crucial if you’re looking to do website work for clients. Not only will coding knowledge help you build basic sites from scratch, but it will also allow you to get the most out of content management systems like WordPress.
To be an effective web developer, it’s also important to have an understanding of page and site structure. Learn how to arrange sections on a menu and know which elements go where on a page (booking forms and FAQs at the bottom, for instance). Combining this eye for design with coding knowledge will take you a long way as a consultant.
For extra polish, it might be nice to brush up on website speed optimization, responsive design, so the sites you build aren’t just live, but are optimized to run fast, efficiently, and in a way that’s as effective as it is beautiful. Now you’ve gone from “builder of sites” to a consultant who can deliver.
Mastering SEO for Visibility & Growth
SEO is a fundamental part of any digital marketing strategy. As a consultant, knowing how to rank a client’s webpages instantly makes you much more valuable to businesses looking to organically expand their online influence.
SEO involves on-page, off-page and technical elements. It’s a good idea to have a strong grasp of all three, especially if you’re working as an independent consultant, as they’re all essential if you want to rank a website. Learn how to write strong, keyword-focused content, build high-quality backlinks and perform technical audits.
Unfortunately, there isn’t always a one-size-fits-all answer when it comes to SEO, so it’s best to have real-life experience before selling your services as an independent contractor. Find an internship or entry-level role at a digital marketing agency or in-house at a business with a strong SEO focus to hone your on-the-ground skills as an SEO specialist before going it alone.
Crafting Engaging Social Strategies
Social media management is another essential skill for marketers operating in digital spaces. Browsing social media platforms like Facebook and Instagram has become an integral part of most of our lives. As a marketer, it’s vital to take advantage of this fact and meet your target audience where they are.
As a social media consultant, some skills you should have include building a content calendar, writing post copy and engaging with your client’s followers. It’s also vital to know the intricacies of each individual platform, as what works on one might not work for another. For example, longer form content is great for LinkedIn, but might simply be scrolled past on Instagram.
When it comes to social media marketing, clients will likely want to see examples of your past work before committing to signing a contract with you. Build an online portfolio in the form of a personal website to showcase what you’ve done for other brands, and you’ll be far more likely to land a social media marketing role as a consultant.
Equipping Yourself for a Global Marketing Career
Marketing consulting can be a saturated space, and to make a difference in this field, it takes more than just credentials. It takes skill. Experience. And the ability to showcase your creativity, professionalism, and know-how in problem-solving that potential clients can’t help but care about.
The tools and skills you learn as a marketing consultant become your north star and will guide you in the way you think, the way you work with clients, and most importantly the way you can make a difference that really matters to them.
The investment you make into these skills has a lifetime of impact. It’s not just the project you want to land next; it’s about creating a career that works for you and continues to open doors for you along the way. It opens new opportunities and collaborations you may never have otherwise found.
And when you have a practice of always learning, always adapting, and always becoming better, there is absolutely no doubt in my mind that you can get the clients you want and the results you desire.