There are millions of ads on Google that under-perform. That’s because most advertisers don’t put…
A digital marketing consultant is a marketer that develops and manages campaigns for businesses and organisations that want to advertise online. There are many responsibilities this involves and channels to manage.
If you’re looking to hire a digital marketing consultant or be one yourself, then you should carry out some thorough research to find out what this entails.
Some digital marketers work as freelancers, others as part of an agency and some work client side. Whichever route one takes, the tasks and strategies tend to be similar, only that freelance digital marketers tend to work with a lot more clients.
So, here is a list of what a digital marketing consultant does
A Digital Marketing Consultant Specialises
Digital marketing is a broad field with hundreds of channels, tools and platforms available to all marketers. So a digital marketing consultant has expertise in one or a few of these and they will develop skills and experience in a number of industries.
For example, a digital marketing consultant that has social media skills may work with a channel like Facebook Ads. They’ll set up and manage ads to target people and businesses on Facebook and Instagram.
Also, a digital marketer with pay per click (PPC) advertising skills will work with a platform such as Google Ads. They will have expertise in setting up, launching and monitoring ads on this platform and within that they may have core skills in particular campaign types.
Specialising in a channel or platform helps a digital marketer to develop great skills and insights in this area. And they are able to help their clients achieve their digital plans.
Reviews Your Current Digital Advertising
You may be looking for a digital marketing consultant because your current advertising campaigns are not working. This is common and is one of the main reasons why businesses look for help from a digital marketer.
A digital marketer analyses your current digital strategy and any campaigns that you are running. They look to understand what has happened in the past and if you have achieved your targets or not. And they analyse key metrics such as conversion rate, bounce rate, click through rates and others which are in line with your KPIs.
So it’s important to give them as much information as you can and access to platforms where your traffic and websites are being tracked.
One of the advantages of digital marketing is that it is easily scalable because every aspect can be tracked and managed. That includes customer demographics, audience profiles, devices used, browser technology, search queries and more.
After carrying out a review and analysis, a digital marketing consultant will have a clearer idea of what has happened and what to expect in the future. So they’ll formulate a strategy to improve on past performance and achieve the digital goals.
Helps You To Formulate A Digital Marketing Strategy
Next, the digital marketing consultant works on a digital marketing strategy that includes the goals to be achieved and the channels that will be used. This includes research into the platforms and tools that will be the most relevant for the business.
There are thousands of effective platforms and channels to advertise your business on online. And it will be important to find the relevant ones for you. There are of course some major platforms in the search engine and social media spaces and they include Google, Instagram, Microsoft, Facebook, Twitter, LinkedIn and many others
Helps You Decide The Digital Marketing Channels
- PPC – Pay Per Click Advertising is a must for businesses that want to target highly qualified traffic that is interested in your products or services. Google Ads is the leading PPC platform with over 90% of traffic and Microsoft Ads is a distant second. A digital marketing consultant will help you create a PPC strategy to promote your business. If they are a Google Ads specialist, it’s likely that they will have worked with other clients in your industry or similar and will help you with set up and management of your campaigns. In Google Ads there are a number of campaign types including Search, Display, Remarketing, Video, App, Shopping, Smart, Local and Discovery and you can set up any that are relevant to you. A Google Ads expert will have expertise in at least one or two of these and you can check this with them. You can also check if they are a Google partner and what certification they have in the campaign types mentioned above.
- SEO – Search Engine Optimisation helps to rank your website higher in the search engines for keywords that are important for your business. Ultimately, you want to achieve position one for all your main keywords. An SEO professional will work with you to achieve these higher rankings and with their extensive experience in SEO and your industry they will be able to advise correctly. They will also help with choosing the tools to make this happen and to track progress to see how your rankings are going. Firstly, you need to make sure your website is well optimised for visitors and search engines like Google and Bing.
- Social Media – this is a broad area with countless platforms and ways to promote your business. A digital marketing consultant that specialises in social media will have experience with one or more platforms. They will have experience on sites like Facebook, Instagram, Twitter or others and will set up and manage campaigns in there. This could be paid campaigns or the organic promotion and they will have experience in particular industries, like Retail for example.
- Web Analytics – a digital marketing consultant helps with the implementation and optimisation of an analytics platform like Google Analytics. They have experience in reporting on the performance of advertising campaigns online. Web analytics help you to keep track of the performance of your campaigns and without this it is nearly impossible to manage campaigns effectively.
Helps You To Set A Budget
A digital marketing consultant has experience in doing research into the market to decide what budgets to set. This can be a daily, weekly, monthly or yearly budget and this is to help you see how much you need to spend on your digital campaigns to achieve your goals.
This advice will come with estimates on how it will affect your key metrics. For example, you will be able to see an estimate on how many visitors you are likely to get and how many sales or enquiries will result from that.
In Google Ads, Facebook Ads or Microsoft Ads for example, where you set daily budgets, you will see how many clicks and sales you are getting each day. This will be informed by keyword research and audience research to determine the size and potential of the market.
Creates And Manages Your Marketing Campaigns
After carrying out keyword and market research into your potential customers, the next stage will be to set up campaigns. This is a time consuming stage fraught with mistakes that can affect the performance of your online advertising strategy.
Managing campaigns is often harder than the actual set up, especially on platforms like Google Ads. Managing involves making sure the campaigns are well optimised and are meeting the business’s goals.
The digital marketer creates reports that highlight the performance of the metrics that are being tracked and how they are meeting the goals. These reports are detailed and explain what has happened and how things are likely to perform in the future.
Hire A Digital Marketing Consultant
If you want to learn more about how a digital marketing consultant works and how that can help you, then contact me to discuss. I’m a digital marketing expert with extensive experience setting up and managing campaigns in Google Ads, Facebook Ads, Twitter Ads, SEO and more.