How to Find and Manage the Top Digital Marketing Consultant in 2021
Employing a digital marketing consultant to steer your business's advertising efforts is wise. Use these 7 practical rules to get the results you expect.
Employing a digital marketing consultant to steer your business's advertising efforts is wise. Use these 7 practical rules to get the results you expect.
Marketing consulting has absolutely exploded in recent years. With so much digital growth, more and more companies are in need of specific marketing expertise and look for individual marketing consultants that could help them grow their businesses.
Even the US government is using marketing consultants. The US federal government actually spent $705M+ on marketing consulting in 2020.
That’s a lot of zeros.
Marketing consulting was rated the #2 best job in the US back in 2012 and according to GlassDoor an average salary for a digital marketing consultant job is $69,987 per year (which is 20% than what an inhouse marketing associate makes which is basically the same job).
Ok, that’s really high.
As the job became a little more prevalent, and with 35% of the US workforce freelancing for a living, the average salary of a marketing consultant dropped a bit to $65k. But that is still a really great gig.
In fact, some people might even say that it’s one of the best jobs in the world. Here’s a video from Rich (of Rich + Niche) where he goes through his journey of becoming a marketing consultant and how he’s grown that into a lucrative career.
Of course, being self-employed is not for everyone. Like everything else, there are pros and cons to being a marketing consultant, and some people prefer to work for a company as an employee. A lot of times these jobs are remote with limited growth, other times the jobs need to be quickly outsourced because of someone going on leave and they end up being very short-term.
So let’s first define what the job entails, and then talk about why you should hire one, when is the best time to do so, what kind of experience they should have, and how to best manage them.
Let’s dive in.
The prime role of marketing consultants is to help businesses define and reach their marketing goals. They do this by providing a strategic marketing plan, overseeing the execution, and monitoring the progress along the way.
Online marketing consultants should have a wide variety of knowledge and experience. In order to take on many roles and responsibilities depending on your business needs.
A digital marketing consultant specializes in developing, implementing, and monitoring a business's paid and organic online marketing strategies. Hiring a digital marketing consultant comes in handy when you lack the knowledge of the marketing fundamentals to boost your business or the necessary expertise.
The responsibilities of a digital marketing consultant can include any or all of the following:
Digital marketing consultants must possess a blend of technical and behavioral skills. They are required to be very creative as well as analytical thinkers. Preferably, they should have an educational background in internet marketing, copywriting, or a related field. One can become a pretty savvy consultant just from street smarts but it’s always better to have the background and the book smarts.
The advantage of being an employee in a reputable company is that training is often part of the job. While a marketing consultant has to learn everything from scratch and defy the odds.
At the very least they should have extensive vocational experience in the latter. They must also be methodologically and technical savvy on how to integrate various digital marketing tools and social media platforms, to effectively execute and monitor internet marketing efforts.
Here are some of the marketing services that you can find on a consultant’s job description:
Social media content is super important for every brand and it’s not just about organic content. A good marketer will know how to advertise on social media platforms or will be able to manage a team of paid advertising experts.
SEM and SEO are two related disciplines. Search engine optimization (SEO) is focused on optimizing every page on your site to get better rankings and more organic traffic.
This could be on-page optimization that deals with optimizing the content on your site, as well as off-page optimization that involves backlinks and content partnerships (that’s where two sites exchange guest posts and partner on other content). SEM deals with PPC and Google Ads. Both are super important services.
Public relations (PR) is a way to share your brand story and promote your products to engaged audiences. When a potential customer sees your brand advertised on a large online publication it becomes a really important touchpoint on their digital journey. PR services are particularly crucial for DTC brands that sell physical products.
Sometimes small changes make the biggest impact, and this is definitely true about conversion rate optimization. An experienced CRO consultant can improve the conversion on every page of your website and that will improve the sales of every marketing channel you have.
A lot of brands spend large amounts of money on Facebook ads but their websites don’t convert that traffic. So they don’t see a return. If they first worked on optimizing their websites for conversion and then ran the ads they would be able to grow much quicker.
Content is one of the most important aspects of any digital marketing strategy. It’s also one of the most sought out jobs for consultants. Content services range from copywriting, transcription, translation, to video script writing.
Reputation services have become really important in the last few years. Lots of brands have said the wrong thing on social media or haven't answered customers on time so their reputation begins to suffer as a result. Brand management or online community management is a great way to mitigate these kinds of hiccups and it’s important to put processes in place to ensure that everything is communicated properly.
Both of these boil down to the customer experience (CX) and touch upon a lot of different disciplines within marketing. It can include looking at your marketing funnel, changing the design on your site to improve the user experience, and tweaking your customer personas to get better at targeting. CX services vary quite a bit so it’s always good to hire a consultant per hour and get a quick CX audit.
A trusted digital marketing consultant must be able to collect and analyze data and translate it all into actionable insights for your brand. An analytics expert will be able to tell you where your traffic is coming from, how to get more traffic, and what demographics to focus on.
The marketing consultant’s action plan will be the measuring stick, with which you not only measure your own marketing success but their success as well.
Lastly, your digital marketing consultant must also be on top of current best practices and digital marketing tactics, as these change dynamically over time.
Personality-wise, a trusted digital marketing consultant will have needs to be great with people. They are required to be empathetic enough to relate to both your own challenges and your target audience’s pain points. Your digital marketing consultant should be a good listener, a problem solver, and have leadership qualities when it is called for.
A digital marketing consultant, whether they are an independent contractor or a full-service agency that offers marketing services, is a worthwhile investment for growing your brand, regardless of its size.
The main reason for hiring a digital marketing consultant is to benefit from their experience and knowledge and enable business growth. With the fast pace of changes in the marketing world, you want to hire someone with a level of expertise that can ” take over” and allow you to focus on your core online marketing campaigns.
Think about it.
The right marketing advisor can outline a detailed marketing plan, create the right marketing messaging, and identify the appropriate marketing mix to get the message out to your target market.
At the same time, the digital marketing consultant is unbiased and can monitor your marketing efforts and their results continuously, whether they are being performed by a local digital marketing consultant in-house or externally by a remote digital marketing consultant, team, or an agency. A trusted marketing advisor will have your best interests at heart and an outsider’s point of view that can provide better insight.
At the end of the day, they want to see you succeed.
The subject of hiring an external marketing advisor comes up often when you reach a certain tipping point, a glass ceiling. A new business can make use of a digital marketing consultant to help define a clear company vision and goals, a long-term marketing plan, and a shorter-term digital marketing launch strategy.
Any existing business wishing to improve its current website performance would benefit from a digital marketing consultant as well. A digital marketing consultant could help construct a focused marketing strategy. Having a good plan will improve on current marketing results in both the long and short term.
This might include:
If you’re seeking to break into new markets and attract new customers you would also benefit from a trusted digital marketing consultant with relevant experience. They can help determine the best market penetration strategy considering the competition and a company’s ability to set and reach realistic goals.
Employing a digital marketing consultant or firm to steer your advertising efforts in a profitable direction is wise yet almost too easy a choice nowadays.
The problem is - that it’s really hard to find someone experienced.
There are so many self-proclaimed or even recommended online digital marketing agencies and advisers that are looking for jobs online. It makes it really hard to know who is good and who would be a good fit for your team.
Choosing the right digital marketing consultant has become an unwanted hurdle to overcome.
Whether your business has gone with a small digital strategy consultant or a large-scale B2B marketing services agency or firm, the initial apprehension is the same. How can you be sure that they will deliver on their promises?
While the burden of proof is on your digital marketing consultant or marketing agency carrying out your online marketing plan, you should still be the one managing and overseeing their work.
Ok, so you’ve decided to hire a digital marketing consultant, where do you find one?
Where do these guys & gals hang out?
Don’t just go googling “top digital marketing consultant” + your city, that's just going to show you who bid the most money on that keyword. Here are 6 different places to find a digital marketing consultant - ranging from worst to best.
You can definitely get in touch with a variety of marketing experts if you join marketing-related Facebook groups. There are a ton of them, in every industry and niche. So pick a few and go hunting.
Cons: it’s as good as shooting a dart in the dark.
Slack groups are a little bit better than Facebook groups. There are a few really good ones like Online Geniuses, where you can find a few very talented marketers, and they might point you in the right direction. And there are a whole bunch of them, from the type of groups that help you with advice, to ones that are exclusively focused on hiring.
Pros: Still free.
Cons: You can’t really be sure about their past experience
Ah, Fiverr. The notorious first-comer to the gig economy that absolutely took internet marketing by storm. Fiverr does have some great talent on there, you just have to spend a lot of energy vetting, negotiating, critiquing, until you hire the right type of person. And even then, it’s a hit or miss.
Pros: Relatively cheap, can be a quick turnaround
Cons: Extremely hard to find someone with extensive experience in their field.
The next level is UpWork. This platform is like Fiverr but has much more serious and experienced freelancers (like SEO, content writer, and marketing strategy consultants). You have a better glimpse into their experience and reviews but you still don’t really have the numbers from their past marketing campaigns, so you really don’t know.
Pros: You can find marketers that are more experienced than on Fiverr.
Cons: Still a lot of uncertainty, not sure who is the perfect match for your company.
At this point, you probably get tired and say - screw it, I’m going back to Google and just finding someone myself. The best way to do this, in this case, is to look up the top digital marketing consultant, company, or firm in your area, and then check them out on directories like Clutch or 99Firms.
Pros: You can find out how well these people rank in directories.
Cons: All you know is how well these people rank on directories. Also, a full-service agency could get really expensive, upwards of $5-10k.
Last but not least, here’s the bottom line.
If you really want to find a marketer who has 10-12 years in your specific niche and with the platform that you want to be using (whether that’s Klaviyo for email Marketing or Google Ads or Facebook/Instagram ads), you have to check out Mayple.
Pros: how much time do you have? Seriously, our list is that long.
Cons: your company better be ready to grow because we are hyper-focused on growing your ROI.
So, now that you know where to find the right digital marketing consultants, let’s talk about the process.
Right from the start, work on defining what areas of expertise you are looking for, based on your industry, company size, marketing challenges, website requirements, and channels (social media, PPC, SEO, etc.). This will narrow down your search to more relevant candidates. Also, be sure to ask your candidates about their relevant experience to corroborate their ratings and professional profile information.
By pre-defining what you hope to achieve with the assistance of your digital marketing consultant, you will be able to track and measure success. Looking to generate more qualified leads? Set a goal number. Looking to grow your social media engagement? Define the desired engagement rate.
Be sure to select a digital marketing consultant with a history of delivering the results you'd like to achieve. Feel free to ask them to provide examples of their previous successes. A trusted marketing consultant should have these readily available. Verify if they have been active in the past year, as a reflection of their grasp of the most current best practices.
To verify the performance and match of any digital marketing consultant or full-service agency you should inquire if they:
Digital marketing advisors will often offer a free initial consultation. These are great opportunities for you to get a feel for your potential work-chemistry and to test the relevance of their knowledge to your industry, type of business, target market, marketing goals, etc.). Another option is to hire a digital marketing consultant on a short-term project, before hiring them for a larger project.
You should also set some ground rules.
It’s important to dive into the details and make sure your intentions and expectations are clear to your marketer.
Setting the right expectations goes both ways of course. In order for your digital marketing consultant to do their job, they will need things that only you can provide such as:
By taking the time to go over the details and adding them to an agreement, you should be able to confidently allow the online digital marketing consultant to do their job mostly uninterrupted.
Clearly define the expectations you have with the consultant:
Make sure that you discuss and agree on all of these things before continuing further.
Now you must be asking yourself “how will I be able to manage my hired marketing experts when my lack of in-house knowledge is the reason I hired them in the first place?” and you’d be right to doubt your ability but do not be discouraged it is possible.
Based on our combined experience of over 20 years managing both in-house and outsourced digital marketing consultants and agencies we have compiled a useful checklist of rules to help you manage your online marketing advisors.
The following pointers will help you evaluate their service level, communicate your desired results, and maintain control of your marketing assets all within the first month of hiring.
Hiring a marketing advisor requires properly defining the boundaries and expectations of your trusted alliance.
Are you hiring a consultant who’ll perform one-off tasks, manage marketing campaigns, or a deeper problem solver who’ll offer advice and identify opportunities as part of a broader marketing strategy?
Your work relationship can of course change over time.
As your consultant proves themselves trustworthy and professional, you might deepen the relationship and increase their scope of the job and the level of influence their decisions have.
avoid misunderstandings before they occur by setting clear expectations for the process and desired results, the time frame you need for achieving them, etc. Make note, that this is a two-way street and that your digital marketing consultant will have expectations from you as well, which will enable them to do their job.
Value good results and reward them with kind feedback, pay on time, and continuously motivate your consultant to be proactive and offer advice beyond their originally defined scope of work, they might have very helpful insights from a semi-external point of view. So build some good rapport with any consultant you work with.
Even if you get along really well with your marketing advisor, always remain focused on their results and whether they are still proving their worth. Your sales and marketing results should continuously grow, and your digital marketing consultants should continue working toward that.
Once you have decided to put your trust in your hired digital marketing consultant you need to give it a real chance. Be patient and have faith that their process will get you the results you expect.
Once you have started working with an online digital marketing consultant it is important to hold them accountable for using best practices.
While we did stress a lot about your business’s uniqueness and how important that is, using general best practices is also a key element not to be ignored.
Best practices are based on what works for most, sort of like a “secret recipe” that always turns outright. If your digital marketing consultant is worth anything they will be familiar with current best practices and how they should be used to achieve your business goals.
Best practices change all the time, so while you don’t have to be an expert yourself, make a point to at least know what online marketing tactics are being used by asking questions such as:
This might seem impossible, especially if you are working with a remote digital marketing consultant or a whole team, but it’s an absolute must for any ongoing management situation.
You’ll want to keep your digital marketing consultant motivated and focused on continuously improving your marketing results. Motivate your online marketing expert to care about the results of their work, so that they will be motivated to keep going.
What motivates your digital marketing consultant can vary and is something you need to clarify with them.
For example, one marketing consultant might be motivated by financial incentives related to success rates (percentage of closed deals/bonuses) while another would be motivated by being increasing their level of involvement in the decision-making process.
In many ways, motivating and managing online marketing consultants and remote teams, in general, is similar to managing onsite employees, you need to find out what will keep them “on your team” and aligned with your business goals.
Keeping track of your progress is the best way to ensure continuous improvement.
It is imperative that you be able to view the results of your marketing efforts, and with Mayple you can view all the results in a nice-looking dashboard that we have created for you.
Since your marketing efforts are an ongoing process, your results should reflect what has been achieved so far as a new set point to learn from and move forward. Be sure to establish a structured communication process for your marketing consultant or team of consultants to update you on progress, and for you to send feedback and ask questions
Communication could include:
Marketing is the growth engine of your business and it can be difficult to keep up with the changing trends and best practices of the day. Hiring a marketing consultant you can trust is a great solution that can quickly help you grow your business.
Let’s review the important steps that we covered:
Does that sound too good to be true?
Well, it isn’t.
Start your journey with Mayple, and let us show you what we can do.