Category Archives: Marketing Consultant

As a marketing agency owner or fractional CMO, you know the importance of staying ahead – not just in tactics, but in how you run and grow your marketing business.

You might be considering a marketing certification for consultants or a fractional CMO training program to sharpen your skills, differentiate your services, and build recurring revenue

But with so many “courses,” “certifications,” and “accelerators” out there, it’s easy to feel overwhelmed. How do you know which program is right for your goals, and what kind of investment makes sense? In this article, we’ll answer those questions with the transparency you deserve.

The key is finding a marketing agency training program that aligns with your business goals. Whether you’re looking for a quick credential or a comprehensive system to transform your agency, this guide will break down your options in a clear, skimmable way.

We’ll break down the types of programs available, who they’re best for, and typical cost ranges so you can make an informed choice. Consider this a no-nonsense guide to help you find the best fit for your needs.

In a rush? Below you’ll find a handy comparison of marketing leadership certification types, by format, support, and price.

TL;DR: What’s the Best Marketing Program for You?

To make it easier to scan, here’s a comparison table summarizing these program types, their formats, support levels, and typical price ranges:

Program Type	Format and Content	Support Level	Typical Pricing
Tactical Skills Courses	Self-paced online videos or short workshops focusing on one skill (SEO, ads, etc.)	Low – mostly DIY learning (maybe forums or basic Q&A)	Free – $500 (many free tool certifications; paid courses usually under a few hundred) business.com
Entry-Level Foundation Programs	Multi-week online course or group coaching for new freelancers/consultants (covers business setup, pricing, basic marketing)	Moderate – group calls, community of peers, templates for basics	~$500 – $3,000 (depending on program length and mentorship provided)
Multi-Day Intensive Workshops	2–5 day intensive (virtual or in-person) on strategy or specific advanced topic; often interactive	High during event – live coaching, interactive exercises; some offer post-workshop community	~$5,000 – $10,000 (short local classes on low end; premium multi-day bootcamps on high end)
License/Certification Programs	Comprehensive training (often weeks or an intensive kickoff) in a proprietary system; includes frameworks, tools/templates, and ongoing training	High – initial deep-dive training + ongoing support (coaching calls, updates) and private network of fellow licensees	~$5,000 – $15,000 (one-time or annual) business.com for full system and certification (significant, but comes with a ready-made methodology and assets)
Partner/Reseller Programs	Training focused on a specific software/platform; you become a certified partner/reseller of that product	Moderate – support from vendor (sales materials, tech support); peer partner forums	Free or low cost to join, but requires investment in the platform (e.g. buying software licenses, which might be $300+/mo or meeting sales quotas to remain active)
Masterminds Accelerator Done For You	Ongoing program (6–12+ months, often renewable yearly) with group coaching, mastermind meetings, and sometimes live retreats	Very High – frequent coaching, peer accountability, sometimes 1:1 mentorship; access to an exclusive network of successful peers	$10,000 – $50,000+ per year (significant investment for mature businesses ready to scale) businessbuildercamp.com

(Note: These price ranges are broad averages. A “course” could be a $20 Udemy special or a $1,000 professional course; a big-name mastermind might run even above the ranges shown. Always check what’s included and the duration when comparing costs.)

As you can see, each type of program serves a different purpose. The best choice depends on the problem you’re trying to solve or the goal you’re aiming for. In the next section, we’ll map common goals to the program type that usually fits best. Find the scenario that sounds like you, and see which option might be your perfect match.

Why Consider a Marketing Leadership Program? (And Do You Really Need One?)

Running a marketing agency or consultancy is hard. You’re juggling client deliverables, trying to stand out from competitors, and aiming to create steady, predictable income. It’s no wonder many agency owners seek out marketing business training or certifications to gain an edge. Here are a few common reasons you might be exploring these programs:

You want a proven system – Maybe you feel your agency’s processes are all over the place. A good training program—especially one rooted in a strategy-first can streamline your agency’s operations. These marketing training programs for agencies often include templates, tools, and systems you can use immediately.
You want to scale and build recurring revenue – Project work and one-off engagements make it tough to forecast income. The right program can show you how to package retainer offers or ongoing strategy services, creating stable monthly revenue.
You need to differentiate your agency – In a crowded market, having a certification or unique methodology can set you apart. It signals to clients that you follow a reputable, established approach (not just winging it).
You’re looking for credibility and confidence – Perhaps you’ve primarily executed marketing campaigns and now you’re moving into a leadership role (as an agency CEO or fractional CMO). A marketing leadership certification can boost your confidence and authority to engage higher-value clients as a true strategic advisor.
You don’t want to “go it alone” – Being a solo consultant or small agency owner can be isolating. Many programs offer community, coaching, or mentorship, so you can learn from peers and experts instead of figuring everything out by yourself.

Honest insight: You can succeed without any formal certification – plenty of agencies grow through trial and error. But a structured marketing consultant training program can dramatically shortcut your learning curve. Rather than spending years cobbling together processes, you could adopt a ready-made system in a matter of weeks. The result? Saved time, fewer mistakes, and potentially faster growth and ROI.

If any of those reasons resonate with you, it’s worth examining the different marketing agency certification and training options available. Not all programs are created equal – and the most expensive or prestigious option isn’t necessarily the best for your business. In the next sections, we’ll break down the main types of programs and what to expect from each.

Types of Marketing Programs for Consultants & Agencies

Not all marketing training or growth programs are created equal. Some are as simple as a self-paced online course you can knock out in a weekend; others are high-ticket masterminds that require serious commitment (and cash). Here are some common program types you’ll come across, along with what they generally involve:

Tactical Skills Courses for Marketing Consultants:

Focused courses on specific marketing skills (SEO, Google Ads, email marketing, etc.). Usually, on-demand video lessons or workshops teaching you how to do a particular thing. Little to no personalized support beyond maybe a forum or basic Q&A. Great for picking up a new skill or certification quickly.

Cost: often low (many are free or under a few hundred dollars). Check out Google’s Marketing Trainings or LinkedIn Learning.

Entry-Level “Business Foundations” Programs:

Introductory programs for freelancers or new solo-agency owners covering business basics. They might teach you how to package your services, set your pricing, find your first clients, and avoid common newbie mistakes. Format can be a short cohort-based course or coaching group. Support is moderate (group calls or an online community).

Cost: ranges widely from a few hundred to a few thousand dollars depending on depth (some may start around $500 and go up to a few thousand dollars for multi-week coaching).

Multi-Day Intensive Workshops:

Short-term, immersive trainings (often 2–5 days) that dive into strategy and best practices, usually with a live or in-person component. These often include interactive sessions and networking with peers. Support is high during the event (hands-on guidance, hot seats, etc.), and sometimes you get access to a community or follow-up resources for accountability.

Cost: typically mid-range; many intensives run $5,000–$10,000 depending on the length and prestige of the facilitator (some local workshops might be on the lower end, while well-known strategy bootcamps can be several thousands).

License-Based Certification Programs:

Comprehensive programs that teach you a proven system or methodology for marketing (often a strategy-first approach) and license you to use it with your clients. These usually include extensive training (sometimes an initial intensive or cohort), libraries of tools and templates, and ongoing support like coaching calls or a private network of fellow certified professionals. It’s like getting a business-in-a-box for your consultancy: you learn the framework, get materials to implement it, and often earn an official certification.

Cost: higher investment, reflecting the depth – commonly $5,000 to $15,000 for the program business.com (some are one-time fees, others have annual licensing fees or revenue share models). In return, you gain a repeatable framework to deliver services, plus continued resources and community.

Partner/Reseller Programs (Software Ecosystems):

These programs affiliate you with a software or platform (for example, a CRM, marketing automation tool, or analytics software). They typically involve training on the platform and how to sell or service it, and you might get a “partner” or reseller status. The format often includes online training modules and a partner community; support comes from the vendor (account managers, sales resources, etc.).

Cost: usually low or no direct fee to join – the trade-off is you’re expected to promote that company’s software. Often your cost is the purchase of the software itself (which you might resell to clients) or meeting a sales quota. In other words, the platform training might be free, but you’ll incur expenses in subscription fees or the time/effort to sell it. This path can create a nice recurring revenue stream (commissions or margin on software subscriptions) if you plan to build your services tightly around a particular tool.

Masterminds & Agency Accelerators:

High-touch growth programs for established agencies or consultants. These are typically group coaching programs or mastermind groups aimed at scaling up your business (common goals: hitting $1M+ revenue, building your team, improving profitability, etc.). Format often includes regular coaching calls (with a mentor who’s been there, done that), peer mastermind sessions, and sometimes in-person retreats or events. Support level is very high – you get mentorship, accountability, and a network of other high-performing peers.

Cost: significant – often five-figure annual investments. Many quality agency mastermind programs charge on the order of $10,000 to $50,000 per year (or more for top-tier circles). These are not for beginners; they’re for when you’re ready to pour fuel on the fire and can justify a sizable investment in exchange for potentially big leaps in growth.

Choose the Right Marketing Program Based on Your Business Goals

Choosing a Marketing Program Based on Your Goal

It’s time to get personal. Think about what you really want to achieve at this stage in your business or career. Are you looking to sharpen a specific skill set? Launch your own consultancy? Completely overhaul your agency’s business model? Different goals call for different solutions. Let’s explore a few typical scenarios and recommend the program type that tends to be the best fit for each, along with what to expect and key pros and cons.

Goal: “I want to get better at a specific skill.”

Scenario: You’re doing consulting or running an agency and want to sharpen one skill – like SEO, Google Ads, or copywriting – without overhauling your business.

Program: Tactical Skills Courses or Certifications

What to Expect: On-demand video lessons or short workshops that teach one topic step by step. Limited support – maybe forums or weekly Q&A.

Investment: Usually free to a few hundred dollars. Time commitment is light (a few hours to a few weeks).

Pros: Affordable, focused, and flexible. Great for filling knowledge gaps fast.

Cons: Narrow scope. Little business guidance or long-term support.

Takeaway: For a single skills upgrade, skip the big programs. A targeted course or certification gets the job done quickly and cheaply.

Goal: “I want to transition from corporate to starting my own consultancy.”

Scenario: You’re leaving a corporate marketing role and want to start your own consultancy or solo agency. You have the marketing skills, but not the business-building know-how.

Program: Entry-Level Foundation Programs

What to Expect: These 4–12 week programs teach basics like packaging services, setting pricing, and finding clients. Includes video lessons, group coaching, templates, and community support.

Investment: ~$500–$3,000 depending on format and coaching.

Pros: Saves time and helps avoid early mistakes. Built-in support and templates fast-track setup.

Cons: Covers broad basics, not deep dives. Quality varies.

Takeaway: If you’re going out on your own, start with a program that teaches business fundamentals – not just marketing.

Goal: “I want to move from project-based work to strategy-led retainers.”

Scenario: You’re doing one-off projects and want to offer long-term strategic services instead.

Program: License-Based Certification Programs

What to Expect: Intensive training in a strategy framework, plus tools and templates for client delivery. Ongoing support through coaching calls and a private network.

Investment: ~$5,000–$15,000, plus possible licensing or renewal fees.

Pros: Provides a proven system and confidence to sell strategy retainers. Includes ongoing support and tools.

Cons: High upfront cost. Requires full commitment to the framework.

Takeaway: To move into strategy-first retainers, invest in a framework that gives you structure, tools, and support to reposition your services.

Goal: “I want to scale my agency past $1M in revenue.”

Scenario: You’ve built a stable agency and want help breaking through growth ceilings like hiring, positioning, or systems.

Program: Agency Masterminds or Accelerators

What to Expect: Includes coaching, mastermind calls, strategic playbooks, and live events. Emphasis is on scaling operations, team, and leadership – not tactics.

Investment: ~$10,000–$50,000/year. May require travel and 12-month commitment.

Pros: Offers mentorship and peer accountability. Helps fast-track decisions and avoid trial-and-error.

Cons: Requires time, money, and focus to implement. Fit depends on group quality and stage alignment.

Takeaway: For established agencies ready to scale, a mastermind or accelerator provides the strategic support and peer insight needed to grow faster and smarter.

Marketing Leadership as a Service (MLaaS)

Goal: “I want to become a fractional CMO with a few high-ticket clients.”

Scenario: You want to serve a small number of clients in a part-time, high-level strategic role – without managing a big team.

Program: Fractional CMO Coaching or Strategy Certification

What to Expect: Focus on packaging your offer, pricing retainer engagements, and leading strategy. Delivered via coaching, peer groups, or system-based certifications.

Investment: ~$5,000–$15,000 for certifications; ~$800–$1,000/month for coaching programs.

Pros: Helps position and sell premium strategic services. Often includes support, templates, and community.

Cons: Not easily scalable beyond your time. May require personal brand building and network leverage.

Takeaway: If your goal is fewer, higher-paying clients and deep strategic work, a focused program will help you build and sell a compelling fractional CMO offer.

VIDEO: Are You Ready to Be a Fractional CMO?

Making Your Decision: Which Marketing Training Program is right for you?

Choosing the right program comes down to matching your goal and stage with the program’s purpose:

If you have a single skills gap, take a course or get a specific certification (no need to over-invest).
If you’re just starting out on your own, build your business fundamentals with an entry-level program or community – getting those basics right will pay off for years.
If you need to level up your service offering, especially to incorporate strategy and get recurring revenue, a certification or licensing program that provides a proven system can be a game-changer.
If you’re already established and aiming higher, a mastermind/accelerator can provide the mentorship and peer group to break through growth plateaus.
And for those pursuing a fractional CMO model, ensure you have a strategic framework and support system in place – whether through a certification or a peer coaching group – to help you successfully navigate that niche.

Finally, remember that no program is a magic bullet. Your results will depend on your effort. The best program in the world won’t help if you don’t do the work, and even a mediocre program can yield value if you actively apply yourself and extract insights. Before plunking down money, get clear on what exactly you want to get out of it, and how you’ll hold yourself accountable to use what you learn.

Choose the Right Marketing Certification for Long-Term Growth

The landscape of marketing certifications and training programs for consultants, agency owners, and fractional CMOs is more diverse and more valuable than ever. Whether you’re looking to master a tactical skill, adopt a proven client delivery system, or join a high-level agency mastermind, there’s a training option designed to meet your goals.

As you evaluate your next step, start with clarity: What problem are you trying to solve? The best ROI doesn’t come from the most expensive program, it comes from choosing the right one based on your business stage, growth targets, and service model. From lightweight online marketing courses to full-scale strategy certifications, every program type serves a purpose

Lastly, be strategic with your education investments, just as you are with your business. When in doubt, lean towards programs that emphasize strategy, systems, and support/network – those elements tend to deliver enduring value. (That might be a tiny hint from our perspective, as we strongly believe in strategy-first growth and comprehensive support, given our own experience in this space.)

We hope this breakdown has helped clarify the options and trade-offs. By understanding what’s out there and assessing where you want to go, you’re well on your way to making a smart decision. Here’s to your growth – whether that means mastering a new skill, signing better clients, or hitting that next revenue milestone, the right program is out there waiting to help you make it happen. Good luck, and happy learning!

Marketing Trends 2025: Actionable Insights for Agencies & fCMOs

Marketing Trends 2025: Actionable Insights for Agencies & fCMOs written by John Jantsch read more at Duct Tape Marketing

The marketing world never sits still, and as we approach 2025, the buzz of new possibilities is louder than ever. For marketing consultants, agencies, and fractional CMOs, understanding these trends isn’t optional — it’s essential.

For over 30 years, I’ve been committed to helping small and medium-sized businesses achieve their goals through systematic, strategic marketing. My experience has taught me one thing above all else — businesses succeed when they solve their customers’ greatest problems and stick to a clear, repeatable approach. That philosophy is what led to the creation of the Duct Tape Marketing System — a framework that turns chaotic tactics into a predictable path for growth.

So, let’s talk about five major marketing trends for 2025 that consultants, agencies, and fractional CMOs need to watch. No surprise — a lot of these trends are powered by AI. That’s just where we are right now. But there’s more to it than just technology. These changes are about meeting the new expectations of your customers, and if you adapt, you’ll thrive

Marketing Trends 2025: What to Expect

1. Hyper-Personalization Powered by AI

AI lets us personalize marketing campaigns at an incredible scale. AI tools help segment customers down to the individual. This granular approach will be key for staying competitive.

Customers now expect personalized messages. Generic messaging will soon feel outdated. Think one-to-one campaigns that feel custom-made.

Many CRMs like HubSpot and ActiveCampaign already allow for email personalization. Combine these with customer data platforms for even deeper ai-driven personalization and dynamic content. You don’t need to dive in headfirst; starting small with personalized newsletters or website content can make a real difference.

2. The Rise of Decentralized Communities

People are looking beyond traditional social networks. They feel these platforms are over-saturated with ads. Many seek ad-light experiences on platforms like Reddit and BlueSky.

These decentralized communities offer meaningful interactions and niche discussions. Smart brands are building smaller, engaged communities around shared interests.

As search algorithms increasingly feature content from decentralized communities, they offer a better connection to audiences. For example, Google now features more Reddit content.

3. Generative AI: Revolutionizing Creative Production

AI isn’t just for writing blog posts. Generative AI is changing how we create content including videos and graphics. This allows everyone to access visual content creation tools easily.

The best creative platforms currently include DALL-E 3, Pictory AI, Midjourney, and Adobe Firefly. Or if you create need images with a lot of text try out ideogram. OpusClips and Vizard are great for AI generated video clipping and minimal editing.

It is important to understand these platforms and market responses. But the real key is to find the tool that works for you and your business and learn that one. New tools will inevitably come on the scene, but if you play tool leap frog it will be hard to really see the effectiveness these tools can have on your teams productivity.

This emerging trend allows marketers to generate creative content and create impactful marketing materials.

4. AI-Driven Marketing Orchestration

AI will become the central nervous system of campaign management. From automation to advanced analytics, AI can optimize processes, from SOPs to campaigns.

Tools like GoHighLevel integrate AI into email and ad workflows. I’m also observing how Google Analytics is leveraging AI for analysis.

AI-driven automation handles many touchpoints, freeing us to focus elsewhere and create engaging experiences.

5. Brand Marketing: Back to Basics

With AI and algorithms changing SEO and ad platforms, brand marketing is more critical than ever. This means focusing on trust, loyalty, and aligning values with customer preferences.

Brand trust is vital; 81% of consumers say trust influences buying decisions . Because consumers have so many options, brand marketing delivers strong, meaningful results. This is partially because people relate to a story.

Consumers in 2025 want authenticity and personalized experiences. They choose brands reflecting their values. The preference for short-form video and ad-light platforms reveals a desire for efficient information. Social commerce trends indicate people expect purchasing options through shoppable content and streamlined social media platforms.

Consumers also want brands that use their platforms for social good. And, that participate in meaningful ways, including through thing like sustainability marketing or give-back programs.

Remember that trust and values drive marketing trends. Customers are increasingly interested in brands that share their values. Focusing on these key trends can lead to repeat purchases and stronger customer loyalty.

6. BONUS MLaaS: Marketing Leadership as a Service

In 2025, I’d like to coin a new term, Marketing Leadership as a Service (MLaaS) — it’s about providing fractional marketing leadership to businesses that need strategic direction without the full-time commitment.

Small and mid-sized businesses often lack the resources for a full-time CMO, but they do need someone who can build strategy, orchestrate teams, and navigate new technologies. MLaaS fills that gap. As a marketing consultant or fractional CMO, you’re not just offering services — you’re offering leadership, insight, and strategic vision.

The Future of Video, Influencers, and Events

Video’s Reign Continues

While broadcast TV still has reach, streaming is gaining traction. Fifty percent of people now say they primarily stream TV . Smart brands should diversify their video efforts, including short-form video.

Video marketing trends evolve quickly. Platforms like YouTube are partnering with services like BARB in the UK to adapt to consumer behaviors.

Short, engaging videos, including those published on platforms like Youtube Shorts and Instagram Reels, are increasingly popular. HubSpot’s 2024 Consumer Trends Report found that 37% of consumers prefer short videos for product discovery and a majority want more video content.

Influencer Marketing Still Strong

Influencer marketing is a $24 billion industry . Around 40% of marketers allocate a quarter of their budgets to influencer campaigns.

Although I think we will see this trend change form a bit, affiliate and influencer marketing will continue to grow in 2025. This marketing strategy, focused on driving engagement and sales, has only been trending up.

In-Person Events Are Back

While virtual events thrived during the pandemic, in-person events are going to continue to grow in 2025. Experiential marketing is bigger than pre-pandemic . This shift highlights our need for real-world connections. The best events provide memorable experiences through engagement and interaction.

AI in Marketing: A Tool for Growth or a Threat?

The Power of AI

AI is transforming marketing, and that can be a good thing. eMarketer reports that, ” 3 in 4 marketers are using AI for content creation. ” These tools aren’t here to replace us — they’re here to make us better, freeing us up to focus on what humans do best: building relationships and crafting strategy.

Machine learning and real-time engagement tools (ChatGPT or AI chat bots) help us connect with audiences more effectively, whether through social media, voice search, or personalized content. Instead of fearing AI, use it to enhance your marketing and deliver more value.

The future of marketing is human — AI just helps us get there faster.

Embracing Digital Minimalism

To manage information overload, brands should adopt digital minimalism . Cutting excess helps messaging stand out.

Focusing on essential information and user preferences makes customers the priority. This can improve search optimization, help brands connect with customers, and further enhance customer engagement.

Conclusion

Marketing trends in 2025 blend cutting-edge technology and genuine human connection. AI offers marketers exciting new opportunities. Marketers can now create one-of-a-kind customer journeys.

They can also personalize messaging even further, deliver insights and valuable experiences, and make themselves indispensable to audiences. As a result, 2025 trends are moving from broad acquisition to targeted, personal efforts.

I know the challenges of starting a marketing agency and running a business firsthand—the endless research, the trials, the errors. It wasn’t easy, but it taught me invaluable lessons. From these experiences and over 28 years of trial and error, I developed a proven marketing system that has since helped countless businesses sustainably grow and scale.

Whether you’re a business owner aiming to grow (We’ve helped 1000s of SMBs 2x-10x their business) or an agency looking to enhance your client services (over 500 agencies globally have licensed our system), the Duct Tape Marketing Fractional CMO+ System can be tailored to meet your needs and boost your success. All it takes is the right strategy.

Ready to see real results? Let’s connect. Schedule a strategy session with our team today.

Fractional CMO Benefits: Transform Your Business Marketing Strategy

Fractional CMO Benefits: Transform Your Business Marketing Strategy written by John Jantsch read more at Duct Tape Marketing

Discover How Fractional CMOs Are Transforming Marketing Strategies for Businesses and Why It’s Time to Jump on Board

The idea of the fractional CMO has been gaining traction recently, and it’s easy to see why. A fractional CMO is an experienced marketing executive who offers expertise to multiple clients on a part-time basis. Instead of hiring a full-time CMO, you get the strategic guidance and management of a seasoned marketing pro at a fraction of the cost.

While the concept of the fractional CMO might seem like a relatively new idea, it’s actually a service I’ve been offering for quite some time. It’s just that now, this approach is being thought of and packaged differently to better cater to the evolving needs of businesses.

Many CEOs or business owners say they just want customers from their marketing relationships, but I think a lot of them are starting to realize that there’s a bit more to the equation. You know, little things like clarity around messaging or identifying an ideal customer, the confidence to know which marketing idea to pursue, some level of control over what’s working and what’s not, and then, of course, some actual customers.

The CMO vs. The Fractional CMO

This shift in mindset has made the positioning of the fractional CMO increasingly important. In a traditional business, a CMO would handle strategic planning, brand management, marketing campaigns, data analysis, and budget management. They’d also manage the team responsible for implementing these strategies. Yet most traditional marketing agencies often focus solely on marketing campaigns, leaving many of the crucial CMO duties untouched.

This is where the hybrid approach or a fractional CMOs plus implementation team comes in, offering a more flexible, cost-effective solution that combines the strategic guidance of a CMO with the hands-on expertise of an implementation team. Ultimately providing businesses with the marketing strategy and support they need without the hefty price tag of a full-time CMO.

The Financial Advantages of Fractional CMOs

Fractional CMOs make sense financially as well, especially for small business owners. In contrast to hiring a full-time CMO and a team to implement marketing strategies, the fractional CMO model allows businesses to bring in experts on demand.

According to salary.com, the average CMO salary ranges from $208,000 to $375,000, which does not include implementation costs. In contrast, the fractional CMO model costs around $60,000 a year, and implementation costs can be managed according to demand. This approach allows businesses to control their implementation costs and only pay for the expertise they need.

For providers such as agencies and consultants, the average retainer for a fractional CMO is around $5,000 a month. While some may charge more, this provides a general idea of the cost of hiring a fractional CMO. Ultimately, the financial benefits of the fractional CMO model make it an attractive option for many businesses looking to streamline their marketing efforts and an attractive income source for agency owners who want to sell strategy.

How to Scale Your Agency or Practice Without Adding Overhead In 7 Steps

Taking the time to invest in scaling your business can feel overwhelming. This workbook will break it all down for you in 7 easy steps that have helped our Duct Tape Marketing Certified Agencies grow and scale their business to 7, 8, 9 figures and beyond.

Get the Steps

The Scaling Challenge

The role of a fractional CMO can be quite lucrative, requiring only a small number of clients to earn a salary comparable to that of a full-time CMO. However, the challenge lies in scaling the business.

Typically, fractional CMOs sell their time, dividing it among their clients’ needs, such as attending meetings and strategic planning sessions. Unfortunately, this model lacks scalability. As they sell more and more blocks of time, they quickly reach their limit and become drained. While fractional CMOs may make a decent living, the lack of scalability can be a significant drawback. Our unique approach allows fractional CMOs who use our system to adjust for the issue of scalability, giving them more freedom and time to actually run their business and long-term viability.

Our Fractional CMO System: The Solution

By offering a clearly defined scope of work, our model allows for better scalability and more sustainable growth. We also start every new client engagement with our Strategy First service offering. On average, agencies that license our system charge a monthly retainer of about $5,000. They typically have 15-18 clients at any given time, and these clients have an average retention of about 19 months.

The fractional CMO model is a game-changer for both businesses and marketing agencies. If you’re interested in learning more about how our repeatable, scalable system can help your business or marketing agency thrive, it’s time to start a conversation with us. Let’s discuss how embracing the fractional CMO trend can transform your marketing strategy and drive success for your company.

Find out more about Duct Tape Marketing and the people who work here.

2021 Trends for Small Business Marketing Consultants

2021 Trends for Small Business Marketing Consultants written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I am expanding on the theme of the trend I started last week. In my work, I spend a good deal of time with those in the marketing field, marketing consultants, coaches, agencies, and the like. Now, these folks are small business owners in their own right but working with them gives me specific insight into this group.

Today I’m going to discuss 5 of the biggest trends that will affect marketing coaches in 2021.

Trends for 2021 for Small Business Marketing Consultants

Coaching and consulting practices explode
More firms crowdsource talent
Social media engagement gets more specialized
People crave faster consumption
AI gets very practical

You can also read my 2021 Small Business Trends post here

Love the Duct Tape Podcast? Give us a review!

Manage your clients, websites and tasks.

This blog post is brought to you by GoDaddy Pro.

GoDaddy Pro offers a robust suite of free tools to web developers & designers to help them save time managing all their clients and sites. With GoDaddy Pro, you can easily shop for your client, monitor their sites, and manage all their WordPress websites from one place. Exclusive time-saving tools let you bulk update WordPress core, plugins and themes on multiple sites with one click, as well as automate WordPress backups, cloning and migrations, and so much more. Get real-time performance, security and uptime monitoring across all your client websites. Members also receive a 30% discount on new, qualifying products.

When you pair GoDaddy Pro with qualified WordPress and Ecommerce hosting plans, the benefits are even greater by including access to all premium features at no additional cost.

Learn more about GoDaddy Pro

Episode Transcript

Download

New Tab

2021 Small Business Trends

[00:00:00] Hello, and welcome to another episode of the duct tape marketing podcast. This

is John Jantsch, and I’m going to do a solo show. I think it’s been a little while I’m going to do

my annual wrap-up of the trends for 2021, I guess. It’s not a wrap-up isn’t it, it’s a prediction.

That’s a trends, for small business in 2021, but, you know, I love.

Testimonials reviews. I’d love to hear from you. Let me read one that just came in from a

tubblog. I know tubblog in the UK. Host John Jantsch is one of my go-to gurus for small

business marketing advice. And if you listen to his podcast, you’ll appreciate why John not

only shares some amazing wisdom himself, but he expertly interviews a host of the brightest

minds from the marketing space.

If you own a small business or work in marketing, then you’ll appreciate listening to this

show. Like I said, I love those who wouldn’t love those. I’d love to hear from you, if you

[00:01:00] appreciate and love to listen to this show, jump over to iTunes and give me a

review. All right. So every year for, I don’t know, the last 20 years or so, I’ve wrapped up the

year with my predictions for trends for the coming year.

And you know what I’m usually spot on. But that’s really more, I think, a Testament to the

fact that trends, I mean, they tend to creep up on us rather than overwhelm us. and, I think

that there’s also the fact that really was small business owners. You know, trends, have

usually kind of tipped, in the main, at least, I mean, we’ve been talking about it for a long

time before they honestly, you know, or something that small business owners really need

to.

Heed so, I mean, you think about like social media, mobile marketing, and even one that’s

going to show up today, you know, AI, we talked about those for a long time before they are

really practical, I think for many small businesses, but you know, then 2020 happened in

pretty much everything that might have sort of.

Slowly [00:02:00] crept in on anybody, you know, kind of came in untethered and proud and

announced itself. So, you know, trends really accelerated and became the fact, I think more

than a trend, I mean like zoo, right? I mean fact, everybody just did it, but it’s not a trend. I

think a new behavior that might’ve taken years to take hold is really now second nature.

I think for this year’s predictions and you’re going to, obviously a lot of people do these. I

think it’s going to take, a new level of insight or a different level of insight to curate the

trends. I think the trick this year is that, you know, the ability to spot the behavior that

emerges from a change.

I mean, kind of the forest trends, if you will. So for example, like is business travel going to

take a long time to recover? You know, our large conferences on hold for awhile. I mean, will

people come to expect 15 minute virtual meetings? I mean, even if they’re like in the same

office first together, so what did we make of some of this?

Now I know [00:03:00] that you can count on a lot of pundits out there that are going to

regurgitate the already worn line about marketers using this moment to become more

human. That businesses will be more about people and less about, I dunno, whatever it was

they were about before COVID, but I don’t. I think that we should be fooled into thinking

that that, and I hope that you don’t, that, that doing the same thing you were doing in a

different format is an innovation and that anything really in your industry, whatever industry

you’re in will look precisely the same, maybe ever again.

I think this year, the friction around change. I mean, literally we went to zero, right? Because

there was no choice. So I think you can expect some people to really try to claw back, you

know, what, what they knew. and I think you’re going to see a lot of other people. I mean,

completely reevaluate, restart everything.

I do think a lot of businesses are, are doing soul searching. [00:04:00] I know I have, I know

that’s occurred. but let’s not over simplify the result of it all. I think, forced to deal with the

change that we don’t fully understand. Has let’s really do some introspection of course, but

where law land is, frankly, anyone’s guests.

And that leads me to my first trend trend. Number one, paying attention becomes a survival

mechanism, you know, in 2021. I mean, as in most years, businesses thrive and survive due

to many factors, but I think next year, Those who kind of discover the shift of the moment

that stay very, very nimble, I think will be more equipped to evolve with their customers.

Like 2020 showed us, frankly, how fast everything can change and, and simultaneously how

fast we can respond and then change [00:05:00] and then respond or re respond. I think this

is the commercial version of, of present. Moment, mindfulness, I suppose. I mean, don’t take

anything for granted. Something that feels like momentum may just be abandoned for really

the feeling of the moment.

I mean, talk to your customers as much as you can. Not because they can tell you what they

want or need, because they can tell you how they’re feeling. And I think. Going forward. I

think we can expect fear and I don’t mean to be a cynic, but I think we can expect fear to be

a feeling, maybe the number one feeling for most of next year.

So tune your strategic strategic thinking to finding ways to, I don’t know, be the light in the

darkness. It’s a good way to say. All right. Number two, everything gets smaller. Now from a

practical standpoint, I mean, we’ve already seen this, right? I mean, conferences, meetings,

[00:06:00] gatherings of any sort, kind of contracted immediately.

And I think, I think to some extent, we’re all going to need to relearn how to gather again. I

mean, no matter how much we think we crave it. I think you’re going to expect to push for

less content, shorter videos, more intimate launches, mini courses, even, and, and the 142

page book instead of the classic 284 page book.

I think this trend will be driven by people’s desire for something that feels more personal.

Certainly not by, you know, the markets. Designed to get smaller. But speaking of design, I

think design is a true graphic design is it is a true barometer of change sometimes. And I

think you can already see online at least, and it’s already moved in that direction.

I mean, look at it. Look at the large headline fonts on websites, the muted color, almost a

watercolor splashes of retro illustrations and all the white space. On on webpages. I

[00:07:00] think that, that’s a, an indicator or a barometers of where I think some people’s

attitudes are going away or going as well, I should say.

and I don’t think smaller always means, just smaller. It also means less complex. I think you

can expect that to play out really in a, in a large dollop of nostalgia. you know, you think

about the visions of families riding around their neighborhoods on their bikes during 2021 or

2020, I should say.

I think that sparked an emotional desire for simplicity. All right. Number three, AI gets

practical. Okay. Of course, almost every trend article. then I think you can, kind of this year

were probably the last two or three years has talked about AI in some fashion. And I

mentioned it here as a trend. I do.

I. I do so really for some practical things it brings rather than the futuristic promise of, you

know, some sort of technological change now without getting too technical about the

workings, the mid [00:08:00] somewhere in the middle of the year, this year 2020 to, rolled

out, open AI, rolled out something called generative pre-trained transformer three, or you

might see it referred to as GPT three.

and I think in a lot of ways, It was a big leap that made AI useful for many applications. I

mean, instead of just being confined to the service or help desk bots on websites, it’s now

embedded in our basic typing. You, you might’ve actually even noticed this as you compose

an email out in Gmail, if you use Gmail or, or any of the Google suite of tools like Google

docs, I mean, the applications now, as you type

Suggest finishes to your sentences. And this isn’t just a, a feature that was added by Google.

I mean, this is AI powering routine tasks and it gets smarter. I actually wrote, this, This fall.

my latest book called the ultimate marketing engine. Here’s my plug for it. It’ll be coming out

with [00:09:00] Harper, from Harper Collins leadership in September of 2021 and planned to

hear from me about it.

But anyway, I wrote this book. It’s the first book I’ve written entirely in Google docs. how’s

amazed at how the suggested AI. don’t tell my editor this, but some cases, I think it helped

me right better, or at least, or at least it made it easier for me to write, sentences just from a

simple suggested start.

And I think you’re going to see a lot of tools. I’ve already started to uncover tools and

services and websites really aimed it at making, writing. Easier. I mean, the couple of tools

like headline and market muse is another great one. I think they’re going to change how

content is created. I think AI applications can write an article.

I mean, now based on just a handful of have fed in keywords now, is that going to be award-

winning pros? Well, maybe not at least right now, but you know, frankly, is that, is that blog

posts, you paid somebody $15 to write, you know, near as good [00:10:00] as AI, probably

not. But I think AI writers. I think those tools are righties to a place where they can get you

80% of the way there.

And then you, you know, the brilliant content strategists that you are, you can spend your

energy on making the, the content sparkle and, and, you know, getting it read by others that

becomes your job. I think this is going to shake up content creation, social posting agency,

and even though the entire freelance industry, pretty, pretty dramatically.

All right. Turn number four out of seven. Talent investment is back in style. So, you know,

most large businesses, I really have come to understand that there’s a real competitive

nature in attracting and retaining some of the best people. So they’ve, you know, they’ve

long invested heavily in recruiting and employee branding initiatives, but you know, small

businesses rarely can afford the, you know, the, the perks, to attract talent.

But one trend that I think is going to grow in the world of small business. [00:11:00] Is what

might be referred to as talent development. I mean, even if revenue is down and budgets

are tight, I predict that small business owners are going to see the wisdom of creating

training and mentoring opportunities, really in an effort to level up and develop and let’s

face it.

I mean, send a clear signal that their people aren’t important. Piece of their success. And I

think this has always been a big topic, big, important topic, but I think we’ll see a return to a

fundamental commitment to employee engagement around things like profit and skill

development. And I don’t think it’s going to be limited to big business only.

So if you’re out there listening to this and you have a training. Program or some way to help

people develop skills or mindset or even personal development. I think small business is

going to be a great target, for, the, the, the purchase of those types of things. All right.

Number five video gets personal again.

So. If, if [00:12:00] you’re a longtime reader or listener, and, and recall this, I said that last

year, so that’s the again, part, but I think there’s going to be another, evolution. I think it’s

going to continue to grow as a content medium. but I think it’s also going to, we’re going to

be a bridge to a couple of the other trends that I mentioned, already today, motion, it’ll be

the act of paying attention and getting smaller.

I think video, I don’t know, think of it as asynchronous virtual content. It’s going to take

another big leap and, and, and it’s going to bounce from the zoom screens that so many

people have been in front of to more personal, what I call one-to-one, you know, custom.

Personalized, platform. So for things like sales and technical support, and I think even as a

form of collaboration and commenting, internally, so tools like loom and BombBomb, you

know, I think they’re going to continue to grow and, I mean, face it, who wants to read four

paragraph email, you know, when you can just simply close your eyes, click [00:13:00] play

and get the message.

So I think you’re going to see more and more of that number six UX user experience. And

SEO search engine optimization get attached at the hip. So for a lot of years, it was pretty

fashionable to talk about the marriage of content and SEO. And I don’t know, now that

contents basically online air, I think it’s sort passe to even talk about those two concepts is.

As to right. but I think there’s going to be a newest HSA player in the SEO world making

waves, and that’s UX or user experience now UX isn’t, it’s not a new concept. I mean,

navigation, good navigation, at least as it is, user experience, content structure, you know,

those are, those are user experience.

I mean, so site speed, you know, how fast your site loads, how secure it is. I mean, those are

all part of the user experience, but, you know, Google, particularly with it’s, it’s just.

Obsession with this idea of a mobile first world or [00:14:00] point of view. I think they’re

going to raise the bar or at least the SEO bar, another notch next year.

So the three words that I think you’re going to have to come to terms with in 2021, and

those three words are core web vitals. So this isn’t. Meant to be a technical podcast. So I’m

going to have to leave it to you to, to research, what core web vitals is on your own, but

suffice it to say that slight sites, your website, any website that loads slowly or doesn’t

provide what Google thinks is a great mobile user experience.

You’re going to suffer in the SEO game. I mean, Google it’s typically mom about, you know,

how they rank things, but they’ve, they’ve actually gone as far as publicly claiming that in

2021, they plan to combine core web vitals with their other ranking signals. if you want to

dig into this a little bit, And there’ll be a link in the show notes.

my go-to source for education on anything to do with SEO, is, is my friend [00:15:00]

brianDean@backlinko.com. And you’ll, you’ll see that he’s done some work on core web

vitals, a highly recommend that you visit the show notes for this episode and, find back

linko.com. You could certainly do a search on your own and you’ll find it too, because after

all he’s really good at SEO.

All right. So, Oh, and, and, and another thing right now, core web vitals. It may, maybe those

of you that are Google search console people, and you should be, that you, you could see, I

don’t know, about six months ago. They started putting how your site ranks in these, in this

ranking factors that they call web, core web vitals, not how it ranks, but how they view it.

you know, good, bad or indifferent. All right. Number one or number seven, I guess the last

one, I think coaching. Ranks coaching as a profession, is, and, and as, as people actually

hiring coaches, been around for a long time, big industry on its own, I think the ranks of

coaching is, is really going to swell.

[00:16:00] You know, during 2020, a lot of people found corporate jobs. Weren’t so stable.

Or it’s so fun anymore. Maybe. I, you know, some people were laid off, and, and I think

started that coaching or consulting business. I, I, as many of you know, I have a network of

independent marketing consultants. So we saw a huge surge in interest from people jumping

out of corporate that just finally said, Hey, now’s the time to, to start that, that practice that

I’ve wanted to, I just think a lot of people took.

sometime during 2020 to kind of reconsider their life path in general. So my final prediction

is that the number of people who both decide to start coaching businesses, and those who

decide that that right now is the time to get our hierarchy coach. I think I. I think you’re

going to see that explode.

I think that coincides nicely also with the trend of, of businesses developing their people. I

think businesses are going to, to look for coaching and look for, opportunities to [00:17:00]

develop their people. And I just think that 2021 is going to be a year of recovery and

personal development. and you know, in some cases, one of changing priorities, so this

crystal ball stuff is fun, but more than anything.

my advice is this, stay curious this coming year, and you may indeed discover a new and

exciting chapter in business and in life because that’s the only thing that I know. The only

thing that I know is for certain is that change. Is it going to keep coming? All right. Take care.

Be well. And, hopefully we’ll see you one day back out there on the road.

Scroll back to top

How to Become Known In Your Field

How to Become Known In Your Field written by John Jantsch read more at Duct Tape Marketing

Now, let me start off by saying, when I say “known,” I don’t mean “famous.” This post is not about turning you into the next overnight YouTube sensation or getting your Instagram followers to one million. This post is about truly becoming known as an influencer in your field, and while Instagram and YouTube can certainly be a part of that process, there so much more to it.

Being an influencer in your field gives you power. It gives you a platform to share knowledge and expertise on a topic that is important to you and your audience.

But in this noisy digital world, how do you stand out above the rest, get your voice heard, and actually become known? How do you get you get the opportunity to become an influencer? Why would someone pick you to follow and listen to as opposed to someone else?

As you get started, becoming an influencer in your field can seem like a daunting task, so I’ve broken down a few tips that can make this process seem more digestible. The keyword here is “process.” Becoming an influencer doesn’t happen overnight, but with time, patience, and dedication, you can get there.

“Begin with the end in mind”

Cliche, I know, but true. In order to become known, you must have a deep understanding of what you want to become known for. Pick something you really want to master within your industry and stick with it.

My friend Mark Schaefer (author of KNOWN) said it best when he said you need to find a sustainable interest. This interest doesn’t necessarily mean it’s your passion, but it has to be something that lasts a long time, affect enough people to make a difference, and be something you love (so that you’ll stick with it). Whatever your focus is, make sure it isn’t too broad, as that will likely give you more work than you’ll know what to do with and it will be harder for you to achieve influencer status.

Here’s the thing I can’t stress enough. Nobody starts out as an expert. You become one through constant learning and trial and error. You should start small and master a topic you truly believe in to the point that you generate your own thoughts around it and not just regurgitate information from others.

As a marketer, I’d be remiss if I also didn’t mention that it’s important to set goals in the beginning. This will help to keep you on track but it will also give you something to measure against to check your progress.

In addition to knowing what you’d like to focus on, you also must have a deep understanding of your audience. Learn as much as you can about them and commit to them. It will be these people who will help you grow and become known, so take care of them.

Establish thought leadership and authority

People are impressed by authoritative figures as they are seemingly knowledgeable and experts on their given topics. By being an authority and establishing thought leadership in your area, people will be more likely to trust and support you. As an authority figure, you will be able to help solve the pain points of your audience. Give valuable insight and advice to your followers and your influence and reach will be sure to grow.

Create content

I can’t stress this enough, you must put in the effort to generate educational and useful content on your topic of interest consistently and frequently in order to become an influencer. I’m not going to lie, this is time-consuming, especially as you’re ramping up, but they pay off is worth it.

You need to choose the type of content you’ll create, and this goes back to having a deep understanding of your audience as the the content you develop must resonate with them. You don’t need to be everywhere, you just need to be where your audience is (more on that later).

Keep in mind that you don’t always have to reinvent the wheel. You can repurpose content you already have and extend the value of it. For example, a blog post can be repurposed as a video or podcast episode. An ebook can be broken into a series of blog posts. Get creative with this as it will save you time and expand your reach.

Get in front of your audience

I can’t say this enough: Be everywhere your audience is.

The thing is, no matter how great your content is, none of it will matter if nobody sees it. You need to ensure your content gets promoted to the right channels. Here are a few ideas to help ensure your content gets seen.

Blog – Blogging not only helps to educate your audience and build trust, if you blog often, it will help your rank in search engine results pages as well, which will help to expand reach as more eyes will be on it when Googling for relevant search terms.

Guest blog – Write guest blog posts on other people’s sites that cannot only link back to your own site to increase exposure but also extend to the audience of the site you published on.

Social media – Influencers must be active on social media and promote their content and messaging there. Be helpful, and not overly promotional in your posts, and be sure to keep your profiles current.

Speaking – Speak at relevant meetups, conferences, and any other speaking engagements that you can make it to within your field. This will not only increase exposure, but it’s a great way to get leads as well.

Get interviewed – Whether this is on TV, a podcast, or a written article, interview are a great way for your name to be seen and heard.

The big takeaway here is that you need to be present in all relevant channels. Identify what those are and get started!

Be likeable

This may seem like a no-brainer, but I have to put it in here. The more people like you, the more likely you’ll be able to influence them, and the more influence you have, the more potential you have to grow your audience. I’ll say this a few times throughout this post, but building trust and rapport with those in your field is a must, no questions asked.

Be consistent

It’s easy to quit something. Anybody can quit something, but it’s the people that stick around and stick through the tough time and doubt that come through as experts and influencers on the other side. As I said earlier in this post, becoming an influencer is a marathon, not a sprint.

The more consistent you are with something, the more committed you’ll become to it and stick with it long term. To piggyback off that, be passionate about your area of interest. It will make the ride a lot more enjoyable.

Stay current

Know what’s going on in your industry both with trends and other influencers. Read books, listen to podcasts, subscribe to newsletters, the works! In addition, stay current on trends with your audience as well and know what’s going on with your competition. Don’t have tunnel vision with your efforts alone, be aware of the surroundings within your industry in order to truly become the expert in your field.

Make connections

Networking is perhaps the oldest trick in the book, but it’s not going anywhere anytime soon. In order to become an influencer, you must have a large focus on building relationships and gaining the trust of the people you come into contact with. By making connections, I don’t simply mean reaching out to somebody on LinkedIn. You must connect with people both online and in the real world. Nothing can replace that human-to-human interaction. Respond to comments, hold Q&As, and be present. The communication with your audience should be a two-way street. Make sure they know you acknowledge and appreciate them. Establishing an emotional connection is key to turning your followers into your personal brand ambassadors.

As you begin your road to becoming known, what has helped you succeed thus far along the way? I’d love to hear your thoughts.