Internet Marketing Consulting Saturated?

One of my new students asks an interesting question:

Now that some of the internet marketing gurus are getting in on the local business consulting market (and promoting it to their massive lists) do you think it will become saturated? If so, how long do we have until the easy money dries up?

Here’s my take on the situation…

Why Saturation Doesn’t Exist

Frankly, I don’t believe in saturation.

At least not in an intangible, results-based market such as ours.

We’re not selling fridges — where once you’ve “got” one you’re sorted.

We’re selling results. So until everyone is perfectly happy with the results they’re getting from their marketing, we’re going to have all the work we want.

And when you realize increased competition in the consulting space increases the results of some of the market…

… which naturally decreases the results of others…

… which increases their need to improve results…

… which leads to an increased demand for consultants…

… you see that more competition is a good thing!

Besides, with 30+ million small businesses in the US, UK and Aus it’ll be a LONG time before they are all serviced, let alone satisfied.

(And that’s not counting the millions of medium/large businesses who also make great clients.)

Why The Gurus Don’t Matter

I’ll keep this short and sweet:

1. What they’re promoting now isn’t what they were promoting 6 months ago and it won’t be what they’re promoting 6 months from now. (I’ve been teaching my course for over 2 years and will still be teaching it in another 2 years.)

2. 5 of the 6 guys I’ve seen pimping local business aren’t doing it themselves, they’re just jumping on the bandwagon looking for a quick buck, so they don’t really know what they’re talking about. (I’ve been doing consulting for 11 years and only started teaching after 8 years experience.)

3. 98% of the people who blindly follow the gurus never take action (because there’s always something new being shoved down their throats!) so they aren’t your competition anyway.

The fact is there will always be room in this market for ethical people who honestly want to help small businesses.

Competition is a good thing and only makes the good guys stand out even more 😉

3 thoughts on “Internet Marketing Consulting Saturated?”

  1. I totally agree, give it a couple of months and offline consulting will be “oh so 2 months ago” …as was product launches, list building, etc.

    The offline market is huge and ever growing, having only been into IM for 6 months im amazed that how even i overlooked offline consulting. Im now working that market ..slowly but surely, and im genuinel shocked as to how much work is out there. Yesterday i was at an IM seminar in London and met the guy who was responsible for bringing Haagen-daaz and tropicana to the UK and he told me he know a CEO who recently spent …are you ready for this $9,500 on a one page website!

    Im looking forward to joining your offline training soon kyle as i respect your down to earth no BS approach …and man why the hell did i wait so long to go into the offline market :-S

    1. Hey Zed — the funny thing is your “$9,500 for a 1-page site” is actually a pretty common story.

      Business owners often just throw money at their problems, and they’re willing to pay good money for websites and traffic… especially if you know how to get results.

      Of course, there are dodgy people out there who know this and prey on it, selling expensive flashy websites that will never get a positive ROI.

      But if you know what you’re doing — which frankly is dead simple — then you shouldn’t have any trouble finding all the work you want.

  2. I agree totally with your observations. I spoke just this past week with someone calling themselves an ‘internet consultant’ and as the conversation progressed – he didn’t know what WordPress is, told me local businesses don’t want content for their sites and that calling myself a ‘content writer’ is wrong, I should say…wait for it: Graphic designer to market my service in the local market.

    Puhleeze. Guess when I had my accounting firm to small business I should have called myself an Electrical Engineer.

    All joking aside, this is simply another bright-shiny-box for most of these people and you’re right – 6 months from now they’ll be pushing something else.

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