If you are writing a small business plan for your start-up company, and you're trying to figure out how to best market your product or service, you might consider having the marketing strategy section of your small business plan state simply that you intend to hire an outside consultant to devise and deploy your marketing campaign. Assuming you can budget for that expense, outsourcing the responsibility of marketing your concept to the consumer public is no cop-out; in fact, it could be the best business decision you make. But, you wonder, why hire a marketing consultant for small business plan? You may believe that no one could understand your business model or its products as intimately as you do, so how could another person market those goods more effectively? The reality is, calling in expert help for your marketing is no different than contacting an IT professional when your computer acts up, or hiring a plumber when the pipes get clogged—making use of people's expertise is the primary way to ensure excellent results. Your small business plan can benefit from advertising and marketing consultants the same way your supply chain benefits from UPS.
Few things are as costly as wasted advertising revenue. It may seem like you can handle a marketing task in-house, but one slip up, and you've blown your budget. Why not contract with a company trained to know your industry, with someone who knows precisely how to reach your target market effectively, efficiently, and reliably? Consultants are, by nature, objective professionals—people who will bring a fresh point of view to your marketing problems and who won't lose sight of the big picture (or, alternatively, get lost in it) the way business owners sometimes do. What's more, by hiring an outside professional, you automatically avoid the confound of burdening someone inside your business (or, perhaps, burdening yourself) with a task that may be far a field of that person's core strength; this sort of multitasking is bad for overall productivity and coherence, and any MBA knows it.
If you can afford it, consider allowing someone whose full-time job is marketing to perform your advertising functions. You'll quickly see that it just makes sense. Studies have shown that it is an economically advantageous decision, and it never hurts that marketing consultants are famously flexible and accessible. Once you find one who can be fully committed to your business, without burdening your budget as a full-time employee, you'll quickly discover that going outside of your organization was the right way to handle a core part of your business all along.