Which digital marketing services do companies buy
How to become a digital marketing consultant
Being a digital marketing consultant is an excellent career option. It's a sought-after profession with the advantage of being a job that you can do from the comfort of your own home.
They can work with their own clients or work for agencies that need help from a seasoned professional.
I have been in digital marketing for over 10 years and in this guide I am going to help you understand what it takes to be a successful consultant.
In this article, I'll show you what is expected of a digital marketing consultant, what knowledge they need, how to get it, how to find customers, and how much money you can make.
What does a digital marketing consultant do?
A digital marketing consultant is a seasoned professional who is responsible for promoting or marketing a company's products or services using any existing digital marketing channels.
Your job is to design and oversee the implementation of the digital marketing strategy based on the goal of brand awareness, traffic and sales.
What is the difference between a consultant and a digital marketing specialist?
The differences between a consultant and another marketer can be listed below:
- A consultant is an independent professional and not an employee of a company.
- The main job of a marketing consultant is to design the digital strategy and oversee the work of the other marketers who are working on the implementation of that strategy.
- Digital marketing consultants usually get their fees on an hourly or project basis and have no fixed salary.
- A digital marketer works as part of a marketing team.
- A digital marketing manager leads specialist teams in an agency or organization.
- A digital marketing freelance professional is a freelance provider of marketing services for agencies or companies.
How to become a successful digital marketing consultant
Here are some steps to becoming a consultant:
- Get the necessary knowledge or tools.
- Define a market or a segment.
- Create a personal brand
- Put together a work team.
- Define your pricing structure
- Select the tools you want to work with.
- Build a network of relationships.
- Train yourself and your team further.
1. Get the necessary knowledge or tools
These are some of the most important tools that you should recommend so that you can begin your journey to becoming a consultant:
- SEO (search engine optimization)
A good knowledge of SEO is necessary if you want to have a successful career in digital marketing. This subject gives you a thorough understanding of what a company needs to achieve its business goals.
Knowing how to use SEO to improve a website's visibility on the various search engines is a very important step in any marketing campaign.
As a consultant, your job is to lead your team of SEO specialists to create campaigns that can deliver results and then measure them. In the world of marketing, that means well-positioned pages and higher organic traffic.
If you feel that your skills in this area are not good enough, I recommend that you study and practice a lot.
- Paid Ads and Marketing
A large portion of the online business marketing budget is spent on paid advertising. As a marketing advisor, you are responsible for maximizing the return on investment of every dollar you spend on ads.
To do this task correctly, you need a good understanding of the various PPC platforms, specifically Google Ads, Facebook Ads, and in some cases Bing Ads.
These are the main ad platforms. However, you need to keep your eyes open and know how Pinterest ads, Twitter ads, and others like TikTok or LinkedIn work.
A great way to become a PPC expert is to work for companies on a large budget. This is because there are huge differences between managing a budget of $ 10,000 and a budget of $ 100,000 per month. Therefore, you need to develop the knowledge to be able to perform this task comfortably.
Remember, if you don't have case studies or success stories in your portfolio, it's difficult for a company to entrust you with a very large budget. This is why it is best to work as part of a team at a large agency or company to get the experience you need.
That way, you can build your portfolio and gain the confidence to run campaigns with big budgets, which means better profits for your business.
A good digital marketing consultant needs to know how to use social media as sales channels.
In the past, platforms like Facebook were considered less important to driving conversions, but over the years the results have shown otherwise.
You need to know how to design campaigns to drive traffic from social platforms and leverage different segments and communities based on brand recognition actions that can help you improve your target audience's interactions.
In addition to knowing how to use your budget, a large chunk of your time should be devoted to content creation.
This content can be that of your website (blog posts, case studies, etc.), content in the form of copies for social networks, or content published as a guest or sponsor on other sites.
To properly address all of your content needs, you need to have the experience of crafting a well-planned content strategy that will serve as a guide for any marketing campaign.
Building an email list is something that many companies don't do well. If you can offer this service to your customers, it will be of great benefit to you and them.
To use email marketing as a sales channel, you need to understand the sales funnels of that channel and how you can use message automation to make this job more efficient.
Learning this tactic is very important. So I recommend learning this skill so that you can quickly add it to your portfolio.
- Conversion and optimization
Conversion optimization is the only factor that can generate more profit for a business without increasing traffic to your website.
When you become an expert in the field, you can get immediate benefits for your customers, which translates into better results for you and your business.
In addition to the above skills, you will likely also need basic knowledge of the following areas:
- Development (HTML, CSS)
- Website marketing
- Marketing digital companies.
- Analysis and reporting
- Business administration
2. Define a market segment
The next step in becoming a digital marketing consultant is determining which segment you can specialize in. This means two things. Define your area of expertise and your target group.
- Define your major
As a consultant, you should know a little about all digital marketing channels, but you need to choose an area where you can stand out. This is where it is very important to bring out your experiences and your success stories.
For example, if you want to share a good SEO case, you can use it to get more clients for SEO. Convincing a new customer is easier when you have success stories to share with them. Once you start working with your client, you can gradually offer them more services.
- Define your target market
Instead of just looking for a client from any industry, it is better to specialize in one area. Specialization allows you to standardize processes, create better success stories and ultimately become known as an expert in the field.
The best way to establish yourself as an expert on a particular segment is to blog and post research that is specific to that segment that you specialize in.
Depending on the size of your structure, you may need to work with non-competing clients to uphold professional ethics. However, if your customers are in different locations or just aren't your competition, you can blog about specific industries to connect with the segment of your choice.
3. Establish your personal brand
Establishing your brand is a great way to get better customers for your business. This is because a personal brand is much more powerful than a corporate brand, and people looking for advisory services want to know who will ultimately manage their marketing strategy.
That way, your prospects are looking for personal treatment with you rather than a large agency and account manager. In fact, in many cases the companies seeking advice are not so interested in the name of the agency as they want to know who the professional or professionals are who are helping them with their strategies.
Here are two ways to promote your personal brand:
This step is important if you are looking to build a career in the digital world. Your blog is your most important asset and the vehicle with which you can acquire new customers.
Start a website that talks about digital marketing. If you have already defined your target audience, this is the primary segment of prospects you should talk to.
- Publish your work on recognized websites in your industry
In addition to creating a portfolio of content on your blog, you will need to demonstrate by posting on reputable websites that you are an authority on a subject.
Depending on the pages your content is published on, you can:
- Increase your website traffic
- Get more customers.
- Get more recognition in specific industries
- Generate backlinks to and from your website.
It is not easy for your publications to reach a recognized website, but neither is it impossible.
- First, work on your blog
When applying to contribute content to other sites, they will first be asked for samples of your work and an active blog with lots of quality articles.
Publish your content to multiple websites before presenting yourself on a recognized website. This makes it easier for you to access other high quality websites because others have trusted you.
4. Build a work team
As a consultant, you need to deal with two scenarios when working with your clients. In the first phase you will be entrusted with the consultation, and the implementation of your work takes place in the customer's company. In the second scenario, you have to get the job done from start to finish and there is no way you can accomplish it if all you do is work on your own.
To achieve this, you need an SEO expert, a web developer, a PPC expert, a copywriter or two, and a social media specialist. The decision to hire full-time or part-time profiles depends on the length of your project. If you are unsure about the continuity of a project, you may want to work with freelancers.
5. Define your pricing structure
One of the first questions you need to answer your prospect is how much to charge for your services. This is a logical question as cost is a very important factor in any business.
You can have one of the following billing structures for this:
- Per hour
- Per month
- According to project
The first two methods are easy to define. You determine a price range for your hourly value per hour and, depending on the customer, configure the amount that you charge.
If you have a monthly fee, you need to configure a number of services that you want to provide and set a price. You can also agree a maximum of hours per month with your customer for his project and use this rate to calculate the costs per month.
When working per project, you need to carefully calculate the requirements, calculate your costs, add a profit margin, and offer your client a price that will ensure the work is completed.
The amount you can bill your customer will depend on their location, budget, type of business, willingness to pay, and many other factors. During the negotiation, you can agree on an amount that will satisfy both parties.
Don't forget that the price of your service should depend heavily on your ability to produce economic results. So before you set a price, consider what the real financial benefit will be for your customer as a result of your work.
6. Select the tools you want to work with
In order to do your job properly, you need to use a number of tools that will allow you to provide a standard service to your customers.
When we talk about tools there are a variety of options, but I recommend using the least amount possible. Being an expert on a few platforms with a large number of applications is more effective than using many. For this I present the following:
- Google G-Suite: Especially for e-mails, online documents, meetings, presentations and reports.
- Google Data Studio: It is Google's free reporting tool built into Google Analytics and the Google Search Console.
- Mailchimp: It's one of the easiest tools to use for performing email marketing tasks.
- Optionmonster: It's a great SAAS platform for managing popups, increasing the number of subscribers to an email list, and providing conversion rates for landing pages.
- SEMRush: This “all-in-one” marketing platform is a great tool for anyone who wants to be a great digital marketing advisor.
7. Build a network of relationships
There are two ways to build a relationship network to improve your reputation while creating a new source of potential clients for your consulting business.
- Connect with other consultants in your segment
While building relationships with other consultants may not be the best way to attract new clients, they are very good at building your brand. For this I recommend a connection via LinkedIn, Twitter or Facebook. In this order.
Having a good number of reputable followers in your area will help boost your and your brand's reputation.
- Connect with your customers and their friends
Word of mouth is a great way to get new leads. A great way to do this is to connect with your customers' friends through LinkedIn. Similarly, connect with your employees, suppliers and business partners. This increases the chances that your contacts will get to know you and discontinue your services as they will have a point of reference for your work.
8. Train yourself and your work team further
Learning in digital marketing never ends. You can never say you know everything you need to know about this big little world that is constantly changing.
There are tons of digital marketing courses out there to help your team improve their skills and thus work more efficiently. You can also motivate them to get certifications and use them as an additional selling point when making a proposal to your prospects.
- How to find customers looking for digital marketing services
The biggest challenge as a digital marketing consultant is finding the right customers. For starters, promoting your services on Google or Facebook isn't the way to get new customers. The cost of publishing goes up, and the chances of convincing a great company they've never heard of you are minimal.
If you want to build a career as a digital marketing consultant, you need to put yourself in a position where clients come to you, not the other way around.This is how the industry works in general and almost any consultant will answer you.
- How do you get your customers to approach you?
Write on your blog about topics that are of interest to the public and that would like to use your service. For example, people looking to optimize their landing pages probably don't expect a consultant to give them that answer. Rather, they will be looking for an article on how to resolve this situation.
If someone is looking for digital marketing services in the segment you specialize in, they will most likely consider using your services if they believe that you are the ideal person to help them out.
In your publications, you can talk about topics that interest your audience, especially marketing strategy, planning, monitoring, and avoid talking about topics that others might write about.
Try to put yourself in the shoes of online stores and business owners. Talk about your needs and provide answers to the most complex questions you might have about your strategy.
Make your posts comprehensive and explain why they need to follow a particular strategy and the benefits your readers would get from following your recommendations. Try to keep your post informative with your own case studies and research data.
- How Much Money Can a Marketing Consultant Make?
In the US, the average hour for a consultant is between $ 140 and $ 160.
The graph above shows that more than 40% consultants make less than $ 100 an hour. The estimate of how much money you can make depends on the number of hours you can work per month, minus your expenses. Freelance costs, hosting, tools, etc.
Remember, when you bill your first customer $ 140, you will need to demonstrate that you earned that payment based on your ability to deliver measurable results.
To give you a point of reference in the US, a digital marketing specialist earns between $ 65,000 and $ 90,000 per year, depending on experience.
Being a digital marketing consultant is a great job. You can be your own boss, work remotely or even from home with a good salary.
To become a consultant, you need more than just a set of basic digital marketing tools. You must be an expert in all areas of marketing and have years of experience in the industry.
Being a consultant is different from being a specialist or digital marketing manager. The consultant is an independent professional or the owner of an agency who offers their services to other agencies, teams or companies.
To make more money as a consultant rather than working as a specialist or part of a team, you need to prove your experience through a number of success stories in your portfolio. This is the only way that new customers with a large budget can hire you and your team.
The best way to find new clients who need the help of a consultant is to keep an active blog and write on strategic planning-related topics that focus on those people who would make the decision To hire you.
Hope this guide gives you some insight into developing a digital marketing consultant. Remember, it is a job that requires a lot of time and study, but it also generates a lot of satisfaction. Successes!
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