What is a Digital Marketing Consultant?
As a business owner I’m assuming you’ve come across the term ‘consultant’. Before becoming a digital marketing consultant myself I thought of a consultant as a person who wears a pinstripe suit, has a Rolex and get’s paid $250,000 minimum. Is fast talking and lives an international jet setting lifestyle.
I’m sure there are some out there that do, but a consultant should be a person that solves a business problem. Has a specific skill set that is in demand and solves a problem for a client. Since becoming one I’ve noticed consultants for all industries from finance, security and event management
Digital Marketing Consultants are no different. We help solve a specific problem within an organisations digital landscape and therein unfortunately, lies a problem. Digital Marketing is a huge field, a quick Google search will find many areas of digital marketing RELATED to:
Social: Social Media Management, Facebook Advertising, Twitter Marketing, Linkedin Advertising, Instagram, Youtube Advertising
Other: Retargeting, Inbound Marketing, Calls to Action, App Development, Email Marketing plus many many others
It makes my head spin just thinking about it and I work in the industry
Reasons to consider hiring a digital marketing consultant
Missing out on opportunities
A quick search in Google and the right tools can tell me how many potential customers are searching for your product any month. Google Keyword Planner is a free tool inside Google Adwords that can show you how many searches a specific keyword is receiving.
Above you can see that Digital Marketing Consultant is receiving 10-100 searches a month. Whereas ‘Plumber + Auckland ‘ – receives much higher search volumes
Spy on your competition
Everything can be tracked and traced for the most part online. A major advantage is to apply what is already working to your own business.
Competitive Analysis, when researched and executed correctly can return information about rivals that you can use including:
- what channels they’re using to find customers
- what keywords are they using to get visibility
- Google Ads analysis
- Find their most sourced backlinking opportunities (SEO
This takes a lot of the guess work out of digital marketing. When working with a consultant ask how they would go about getting you information from a competitor
Aside from the phone ringing and enquiries popping into your email, which is the ideal kind of conversion.
All digital activities can be measured through tools like Google Analytics, Google Search Console, Ads platforms and various others.
Partners can help each other
Partners, suppliers, accountants, lawyers, customers and other stake holders can help generate each other business with online marketing. Common things you can together, that doesn’t take too much time include:
- Reviewing your business on Google My Business, Facebook or industry specific sites
- Like each others Social Pages and share content
- Introduce you to their network via social media
You will be surprised how many opportunities are only that 1 degree of separation away.
As a consultant my fees are between $500 – $5,000 per month
This is dependent on which services, delivery and how competitive the market is
For example, a mid size company in a highly competitive market would be more work and require higher fees, than a low competition niche
I typically work with service based industries that have returning clients, so the Life Time Value (LTV) is high
Other clients will have one off clients but the project is high ticket. So the investment when considered (Disclaimer: as long as it works ! ) makes business sense
What you need to consider when hiring a consultant
Above all the technical jargon and acronyms (PPC,SEO etc) that we like to use.
Does the digital marketer understand how businesses work?
The biggest reason to hire a marketing consultant should be to receive a return on your investment. I understand there are auxiliary aspects like branding, awareness, education etc that might not have an immediate commercial affect on the business. However, if sales are not being generated then there is no return on investment therefore no benefit to the business
A good consultant should ask the right questions about your organisation
- how are customers acquired
- how long is a typical sales cycle , what’s the range?
- who are the decision makers and influencers in the buying decision
- can you take on more business?
- whats the average sale of your product?
- how many incoming phone/email/web enquiries are you getting a month?
When the initial conversation about your needs is addressed, it’s important to get a gauge for how relevant the skills are from the consultant to your business.
Seeing previous work adds credibility, but you also want to know what will the marketer do differently form other companies in your niche.
Based on the discovery session about your business, will they bring to the table a completely customised plan of attack or is it more of a cookie cutter approach from a previous client?
Digital Marketing is a constantly moving industry, more so than others.
One week a technique could be working great then Google does an update and that technique is less effective.
All the theory about how an agency will work sounds good, but how do you know all this work they say they’ll do will get you results?
Marketing consultants should have reporting systems built into their proposal.
Updates should be at a minimum monthly , either as simple as a spreadsheet detailing the work that has been completed, through to complete saas programs with user names and passwords so you can track rankings
Ours look something like this:
If you’ve made it this far, it means you’re serious about digital marketing so get in contact and lets have a chat today