What if your strategy didn’t cost you a thing?

Let me say something that might sound odd coming from a marketing consultant:

A good marketing strategy shouldn’t cost you money. It should make you money.

If you’ve got the time, experience and clarity to build one yourself.... one that speaks directly to your customer and leads them to take action, it might cost you nothing at all.

But most business owners don’t have the headspace to sit down and create that kind of strategy on their own. And when you don’t, it’s not about if you need help, it’s about how you bring it in.

Here are three common routes:

Hire an Internal Marketing Lead

For growing businesses, hiring a full-time marketing director or head of marketing seems like a logical next step.

And it can work — if you’re ready for it.

The challenge is cost. Salaries for experienced UK marketers typically range between £65,000 to £100,000, not including pension, software or team costs. And unless they’ve got a broad skillset, you’ll likely still need external support.

Tip: If you’re considering this route, be clear on whether you’re hiring a strategist or an implementer. They’re rarely the same person.

2. Work with an Outsourced Expert

This is where many of our clients start. Instead of hiring someone full-time, you bring in someone part-time, but senior enough to lead.

Whether it’s project-based or retained, you get strategic thinking without the long-term overheads. It’s often the sweet spot for businesses who need structure, clarity and direction, but aren’t ready to build a full team yet.

Tip: Make sure your outsourced support understands your business model, not just your industry. Strategy isn’t one-size-fits-all.

3. Partner with a Marketing Agency

Agencies can offer a wide range of services and scale quickly, but they often can suffer from bias.

A digital agency will lean into PPC and SEO. A creative agency will push branding. A content agency will focus on articles and video.

That’s not a criticism, it’s just the nature of the model. But it can mean you miss opportunities outside their specialism. Things like direct outreach, in-person events or PR often get left behind.

Tip: If you’re going down the agency route, ask how they connect strategy to measurable commercial outcomes. Not just impressions and clicks.

What’s the Best Option?

There isn’t one.

It depends on your team, your budget, your goals — and your appetite for growth.

But one thing is certain: the absence of a strategy will always cost you more in missed opportunities, wasted time and inconsistent results.

And that’s where Blueprint fits in. We give you a structured, strategic foundation to build from. With clear campaigns, consistent activity and a system that connects marketing to pipeline, not just promotion.