There are times, when I go to a networking event or in some other context where there are managers or managers of some businesses, I hear phrases like “I need someone to take care of my company’s marketing” or “I’m looking for a marketing consultant who Help sell more.”
These phrases express a need in truth very generic. Then when they get to interview some candidates they ask the following:
What are your specialties?
I’m not saying it’s wrong to ask, its information to keep in mind, but in fact the interview, in my opinion, is focusing on the most irrelevant part of what an online marketing consultant can do for a company.
After that previous part of the meeting, a company that needs to make a qualitative leap in their online marketing strategies by hiring an expert consultant, you must ensure that the person in question dominates the following practical concepts:
Understanding the philosophy of inbound marketing and knowing how to explain: A modern marketer must understand that we are facing a new digital consumer, who is no longer conquered with intrusive ads; rather they use attraction and “permission” marketing techniques to bring it closer to A product or service. And it is done by providing useful and relevant information, disseminated by the appropriate channels and the “target” that really can interest you. If you want to know more about the subject, here I leave a presentation of mine where I talk about the subject:
Knowing how to put each marketing technique into a strategic process: When a consultant proposes a marketing technique to a client, he has to know why he does it and what goal he pursues with it. Techniques are many, and some well-known: social networks, SEO, online advertising … the great key of all this is knowing how to combine them to benefit a strategy that leads that company to the stage where it hopes to be after the work of this consultant.
Know how to communicate to the company the needs and draw real scenarios : If a company knows its weaknesses well and how it intends to mitigate them through marketing strategies, it will be easier the way to go. With the real scenarios is that the consultant himself must be honest and manage well the expectations of what is expected of his work.
Understand perfectly and communicate the value proposition of the company: The companies that really work are those that have managed to find and exploit a differential factor in a particular market. The consultant himself must be aware of this “main message” and incorporate it into his strategies and communications.
Knowing how to create “ideal customer segments” : The more you get to know your potential customers , you will find them more agile, the better you will be able to communicate and the better you will be able to read their real needs. A valid online marketing consultant will succeed in creating a map of “ideal client” useful for the company:
Develop content needs: Right now and platforms like Google have made it clear, content is what marks the fate of companies on the internet. Knowing how to create them, position them and spread them in the right channel and for the right audience is everything.
Develop, understand, analyze and exploit the “funnel” of the company : it may already be by product, channel or in general for the company, but the consultant should have the process “crystal” following a potential client since his Generates the need until the moment of purchase. If the information is collected either with the different phases, when analyzed in detail, the information itself and the resulting metrics will show us the way to make the necessary corrections.
Customizing company communications: To do this properly, two essential techniques are involved:
– Lead scoring: Generally, it is the way in which all the contacts of the company itself (customers, potential customers, employees, etc.) are classified and punctuated internally.
– Email marketing strategy: With the above resolved you can create lists to personalize each email and thus communicate something really effective in each segment.
These are some of the outstanding issues of an online marketing consultant when starting out with a new client.
Do not you find it much more attractive to talk about concepts to see if the consultant will be able to represent a company on the Internet?
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