What should I look for when choosing a marketing consultant for a small business?

Hiring a marketing consultant can feel risky for a small business. Budgets are tight, expectations are high, and it’s often hard to tell who delivers real value versus polished promises.

Start by looking for clarity of thinking, not just credentials. A good consultant should be able to explain your market, your customer, and your challenges in plain language. If everything sounds abstract or buzzword-heavy, that’s a warning sign.

Next, pay attention to how they diagnose problems. Strong consultants ask thoughtful questions before suggesting solutions. If the conversation jumps straight to tactics — ads, social media, SEO — without understanding your business model or goals, you’re likely being sold a package, not a strategy.

Experience matters, but not just in years. Look for someone who has worked with businesses at a similar stage and understands real-world constraints like limited time, staff, and budget.

Finally, trust your instincts. A good consultant should make you feel more informed and confident, not pressured or overwhelmed. The goal isn’t to impress you — it’s to help you make better decisions.