How Digital Marketing Consulting Can Help Your Business

October 12, 2021 - 9:15am - by

The world of digital marketing changes every day.

From SEO updates, to shifts in posting strategies across social media networks, to digital advertising best practices — it can be hard to keep up and keep meeting your growth goals.

Working with an expert who offers digital marketing consulting can help you level-up your online strategy and edge past the competition. They bring a fresh perspective, ideas, and tactics to the table that you might not have known about or considered, and that can make all the difference.

That is, as long as you find a competent expert to work with.

One of the challenges with partnering with a digital marketing consultant is now knowing what you’re getting into, and what you’ll get out of the process.

That’s why we’ve put together this overview what you can expect, and how investing in digital marketing consulting can help your business:

1. Audit your progress

The key to developing a successful plan is understanding what you’ve done to date and comparing it against industry benchmarks.

A digital marketing consultation compares things like your goals, target audience, and what you’ve done across all your marketing channels (social media, your website, newsletter, ads, etc.) to find ways to better align your actions with the outcomes you want to see.

An audit might also include reviewing the copy on your website, blog, and your newsletter to make sure that your messaging is on-brand and you’re using keywords and language that are Search Engine Optimized (SEO).

2. Develop a new digital marketing strategy

One of the biggest outcomes of a digital marketing audit is the strategy that is developed during the process.

This starts with a SWOT analysis which assesses your Strengths, Weaknesses, Opportunities, and Threats. This gives the consultant insight into how you run your business, your position relative to your competition, how effective your digital marketing has been to date, and more.

Other things that need to be developed include Audience or Buyer Personas, lists of competitors, and other supporting documents that codify how your business engages (or doesn’t) with your ideal customer base.

All of this information will be used to assess what you’ve done to date, the platforms and strategies you should be using, and develop an outline to help you start implementing the findings.

3. Create a high-converting sales strategy

Paid advertising is a “must” for most businesses looking to stay competitive. Google Ads (also known as Pay-Per-Click, or PPC ads) generate $2 in revenue for every $1 spent.

Whether you’re new to the world of digital ads or you’ve been running ad campaigns for a while, getting a fresh take on the return-on-investment (ROI) of your ads can help you increase sales and generate more leads.

However, Google Ads aren’t the only option — a digital marketing consult will help you determine which advertising channels will get you the best ROI as well as areas like:

Audience segments and targeting
Geo-targeting
Keywords
Duration
Budget
… and more!

4. Establish your KPIs

KPI stands for Key Performance Indicator, and refers to a set of quantifiable measurements that you can use to gauge your overall performance.

A digital marketing consultation will walk you through which KPIs and metrics you should be tracking in order to meet your specific goals and objectives. Your consultant should also explain how different KPIs relate to one another so you know how to gauge your success.

For example, when your social content has a high Reach but low Engagement, it means that your audience is seeing but not interacting with your posts. This is a sign that you need to find content that resonates with your audience in a more meaningful way to encourage them to engage via Likes, Comments, and Shares.

Ready work with a digital marketing consultant with over 20 years’ experience publishing content online? Drop us a line and let’s chat!

5. Drive growth across multiple channels

Omnichannel marketing is the process of creating a cohesive brand experience across multiple channels, like your social media, website, newsletter, ads, and more.

The best digital marketing consultants have experience with a wide range of marketing platforms and can help you think about how different elements of your strategy interact with and influence each other.

They can also help you think strategically about how your brand sounds on various platforms while staying consistent to your “brand voice”.

After all, people talk to each other differently on LinkedIn and Instagram, but you might need to be active on both platforms — do you know how to “code switch” while still sounding authentic? A competent digital marketing consultant can show you how.

6. Help you develop processes for success

The key to great digital marketing is being organized and staying on-task, but this is easier said than done, especially if marketing is just one part of your job function.

A digital marketing consultation will help you take a top-down view of all your digital marketing channels and help you think about how to develop processes to keep everything running smoothly.

This can include how-to documents that you can refer back to, suggesting (and sometimes setting up) project management tools, and even creating visual frameworks so you can see how all the pieces of your plan connect at-a-glance.

How to Choose the Right Digital Marketing Consultant in 4 Steps

Hiring a digital marketing consultant is an investment, so you want to make sure you’re spending your money on someone who will deliver the value you’re looking for.

If you’re not sure what to look for, here are five qualities to keep an eye out for:

1. Do they have the right experience?

Digital marketers come in all shapes and sizes, with different levels of expertise and focus. If you’re looking for something specific, make sure they have experience in that area.

When researching potential experts to work with, pay attention to the clients they’ve worked with in the past, as well as the size and types of businesses they typically work with.

2. Can they “walk the talk”?

A digital marketing consultant should be able to showcase their knowledge by how they market themselves and their firm. Look at their website, social media accounts, and their overall approach to how they market themselves online.

Don’t be fooled by flashy graphics and name recognition: if the company in question isn’t actively “walking the talk” then they aren’t worth your time.

3. Are they credible?

Anyone can make a claim about their abilities and results, so make sure to find testimonials and social proof from online sources before deciding which expert to hire.

4. Are they knowledgeable?

You’re hiring someone to help educate you and set you up for success, so they need to have the knowledge and expertise to give you solid advice and answer any questions you may have.

Whoever you hire should have in-depth knowledge about digital marketing best practices, shifts and changes in trends, and lots of hands-on experience.