Digital marketing consultants identify the most effective ways to advertise or market companies' products and services. They also help businesses find new ways to increase customer engagement with creative online marketing campaigns.
A digital marketing consultant NYC can plan impactful paid strategies that deliver clear ROI. They determine the best advertising channels to use, such as Google, social media and video ads.
Goal Based Marketing
When people think of marketing, they often have flashy examples in mind like SuperBowl commercials or Spotify’s annual Wrapped campaigns. But marketing is more than just advertising – it can have a much bigger impact when done strategically with clear goals in mind.
Goals provide a clear direction for marketing departments and ensure that they’re focused on a specific outcome. A goal-oriented approach to marketing can help your business increase reach to your audience, and ultimately lead to more sales and profits.
A digital marketing consultant can help you set and achieve SMART goals for your online marketing campaigns. SMART goals are Specific, Measurable, Attainable, Realistic and Time-Bound. To determine what goals are right for you, they’ll need access to your existing reports and data, including Google Analytics. They may also need to review branding guidelines, marketing materials and other relevant documentation. This will allow them to see your company’s current state and make informed recommendations.
Audience Research
Audience research is the process of identifying and understanding a group of individuals who are, or have the potential to be, your customers. Ultimately, this allows you to deliver a better marketing experience by catering to their needs and expectations.
There are a variety of ways to conduct audience research, including online surveys and interviews. However, it is important to make sure that you are asking the right questions – otherwise, the data can be misleading or useless.
Other forms of audience research include transactional data reviews and focus groups. These can be useful in identifying trends and patterns that are not obvious from survey responses alone. However, they should be paired with other methods of data collection (such as secondary analysis of social media posts) to provide a holistic view of your audience. Insights gained from this data can be used to create fully formed buyer personas and streamline your business strategy. This makes it essential to allocate enough time to this part of the project.
Content Creation
Having dedicated content creators is an important step for any business looking to grow their digital presence. These professionals will be tasked with brainstorming relevant, engaging and unique content ideas that will deliver results.
This may include writing everything from social media captions to long-form blog posts. It may also require creating video content, infographics, memes, illustrations and screenshots. They will be responsible for ensuring all pieces are SEO friendly and meet search engine requirements.
Lastly, they will be responsible for analyzing content and tracking its performance. This will help them learn what worked and why, which can then be used to improve future efforts. The best content creators are able to take the learnings from each piece and incorporate them into new projects. This demonstrates care and attention to detail, which will in turn build trust with their clients. For example, they might suggest that a certain format like video works better for a specific client rather than blogging.
Paid Media
Digital marketing consultants work with a wide range of digital media channels. This includes search engines like Google, social media platforms and native advertising channels. They can also help determine what type of paid ads are best suited for your target audience. This may include Google Ads, retargeting campaigns and other types of paid advertising.
Paid media is a part of your overall content strategy, alongside owned and earned media. Owned media is content that you create and control, such as blogs, social media posts or website content. Earned media is the organic response that your brand receives through recognition and endorsements from other sources, including reviews, press coverage, social shares or referral traffic.
Paid media allows you to target specific groups of people based on their demographics, which can lead to more qualified leads and shorter lead-to-cash cycles. It can also complement your other marketing channels by funneling leads to a landing page, phone number or email address where they can download a case study (owned media). This allows you to reach potential customers at every stage of their journey.