MARKETING CONSULTING

Marketing consulting goes by many names these days–online, digital, internet, web… They’re all the same. But a great marketing consultant MUST take a holistic approach to business growth to be successful in today’s modern world.

A NOTE FROM DREW //
“If you need strategy and guidance with your digital marketing, go ahead and email me for a free consultation. If you want to learn, keep reading! This step-by-step guide and video training gives you the fundamental online marketing consulting areas and how to get started improving yours.”

THE ONLINE MARKETING CONSULTANT

Below you’ll find the 8 main areas that must be deeply understood by any digital marketing consultant you hire. It’s up to you to understand these at a high level to make your marketing retainers go farther.

SEARCH ENGINE CONSULTING

Search Engine Consulting

 

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ANALYTICS CONSULTING

Analytics Consulting

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CONTENT CONSULTING

Content Consulting

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USER EXPERIENCE CONSULTING

User Experience Consulting

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WEB DESIGN CONSULTING

Website Design Consulting

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CONVERSION RATE CONSULTING

Conversion Rate Consulting

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REMARKETIG CONSULTING

Remarketing Consulting

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SOCIAL MEDIA CONSULTING

Social Media Consulting

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SEO CONSULTING

WHAT IS SEO CONSULTING?

SEO consultants are a dime a dozen these days. Google has been such a HUGE player in the game for so long that if you’re in the world of digital marketing at all, you better be able to talk SEO.

Unfortunately, this market saturation tends to encourage poor performance on the execution end of many SEO contracts. People talk a good game, but at the end of the day the results are just not there.

This is a big problem for both the client and the agency because poor performance on the agency end diminishes our credibility and also causes many organizations and business leaders to write SEO off as an ineffective marketing tactic.

This is too bad, because a truly great SEO consultant should remove discord between many digital assets within your business, not just help you get backlinks.

Just so you know, a truly great SEO consulting company should be focused on three broad areas of your business and relentlessly optimize them throughout your contract:

 

1. Your Current Data & Performance

A deep audit of your current online status should take place at the BEGINNING of your consulting contract. Without this, no data-driven results can be produced.

This means that a lot of time must be spent up front diving into your current data sources (Google Analytics, Google Search Console,etc.) and drawing conclusions between them and your current rankings across the searchable web.

If this isn’t priority one for an SEO consultant, everything they will recommend in the future is nothing more than a guess… That’s scary.


2. Your Existing Assets

The next move is to completely understand your current assets by doing a deep crawl of your website urls.

What are your existing online assets like, and what kind of online equity do they bring to your search engine optimization equation?

It could be that five pages are driving 90 percent of your traffic. That’s a pretty precarious place to be for most businesses, and it’s crucial to understand, before you move on to anything else, if your current site structure and content structure are setup in a way that promotes long-term growth.

There is no guesswork in SEO. When you have a proper context and deep understanding of your current assets, you become lethal in the search engine rankings arena.

You can then systematically beat out your competition and make quick improvements to your rankings by targeting the right keywords and improving on-page SEO elements.

3. Your Site Structure & Content Creation

If you’re like many organizations, content creation is something that you’re doing, but not doing well. I’m willing to bet that’s self-evident to you.

But there’s a real opportunity here.

– Most organizations are not creating ANY content.

– Many organizations are creating content, but it’s random.

– Only an elite few organizations are creating highly relevant content that also delivers a high quality user experience to both Google and its site visitors.

It’s important to understand that almost no one (your competition included) understands how to structure, create and deliver content in today’s modern SEO landscape.

Things have changed massively in this department, so if you’re willing to understand what your competitors are ranking for and how they are ranking, it’s like cutting into soft butter to beat them at their own game.

Create a highly organized website that delivers a high-quality user experience and MASSIVELY helpful content and Google will have no choice but to see you as the authority in your industry online.

ANALYTICS CONSULTING

WHAT IS ANALYTICS?

Data is what drives your growth, not the act of “doing marketing” itself.

Many organizations are frustrated with their online marketing, yet they never track the right data over the long term to be able to use that data to make informed decisions about what to do online.

That’s exactly what analytics is. It’s the ability to gather, display and interpret data from your key performance business indicators, for the purpose of later using that data to make course corrections in your organization.

Google Analytics and Facebook’s Pixel tracking functionality are two examples of entry-level data tracking that every small business should be implementing without question. These are baseline softwares that are free and gather data across your entire website while you sleep.

 

WHAT AN ANALYTICS CONSULTANT  DOES

A good analytics consultant will be well versed in three main areas of analytics for your organization. Without all three of these being present, your analytics strategy could be incomplete.

1. Analytics Strategy

A web analytics consultant should be well versed in strategic planning of how you should be gathering data and from what sources. Data can be overwhelming to conceptualize at first. There are so many tools and techniques out there–it’s just easy to get overwhelmed. You need a clear explanation of what data needs to be gathered and why right from the start.

2.  Implementation

It’s crucial to set up your data platforms correctly to make sure you’re getting clean data. There’s nothing worse than trying to make informed decisions while using data that is incomplete or just plain inaccurate. Get your data software audited to ensure proper setup asap.

3. Data Presentation

No client I have ever met said they love to spend their afternoon browsing a spreadsheet full of information. Spreadsheets are data collection tools, not data visualization tools, and even with all the best data at your fingertips, you probably still need someone to explain what the numbers are telling you. I accomplish this by using slide decks, emails and monthly ind-depth reports that focus on clear & understandable data presentation.

CONTENT STRATEGY CONSULTING

THE MODERN CONTENT STRATEGIST

Creating content just for the sake of publishing is a bad idea. You need a plan for content creation that is born from both your prospects’ intentions as well as good data, so you can use your marketing resources effectively.

It’s crucial to bring structure to your content, and I know that’s a pretty basic statement, but you’d be surprised how disorganized most websites are.

Modern content structure requires an advanced view of two things:

1. Website Structure

Website structure is massively important to both search engines as well as humans. Careful planning is a must for any content strategy, because taking a structured approach to the content you create ensures that you create only meaningful and relevant content your site visitors will love you for. This means you know exactly what you DO talk about and what you DON’T talk about in terms of you content. Content is expensive to create and market, so a clear Pillar & Cluster approach is something that saves you resources in the long run.

2. User Experience

UX is on the rise. People want to experience only the best brands with the best content and they measure their own experiences subconsciously through the lens of structure (is it easy to find what I need), visual cues (is this content meant for me), and completeness (can I get everything I need from this one site). Google also cares a lot about this. If you can give your website visitors the kind of structured, visually appealing and in-depth experience they desire, you’ll rank higher in the search engines. It’s as simple as that.

These two elements have deep implementation requirements, and as you might expect, the process for getting a great content creation and marketing campaign started hinges around data. Get the right bottom-of-funnel keywords and design your marketing funnel according to they journey you visitors should take along the way to becoming a customer.

USER EXPERIENCE CONSULTING

THE INCREASING ROLE OF UX  DESIGN 

The most important question you can begin to ask yourself with your digital marketing is “What Experience Does This Give The User?”

Now, more than any other time in online history, your website users are expecting to not just receive information, but also a high-quality experience from your brand. 

This means that if your business doesn’t deliver really exceptional content in a way that that’s just short of inspiring to your users, you’re missing the mark. 

 

WHAT IS USER EXPERIENCE?

User experience (UX) can be though of as the emotional feeling or subconscious opinion of your brand. Your site visitors, for example, will be taken to your content organically through search engines, and it’s at this point that they begin to formulate an opinion of you and what you can be for them personally. 

Experience is subjective for all of us, but market segments and niches have proven (through big data) to expect to receive similar experiences as they engage with brands across their online activities. 

It’s possible to deliver on this user expectation by optimizing on-page elements and creating complete resources of information that users within these market segments can easily access. 

Almost everything we do online is based on how much we “like” the content we see. 

That’s exactly where UX design comes in, and once you can begin to formulate a plan based on the data of what your target customers like to see and engage with online, you’ll be miles ahead of the competition.

WEB DESIGN CONSULTING

THE FUTURE OF WEB DESIGN IS  DATA-DRIVEN

Data driven website design is here to stay. Your site should be built using deep analytics and advanced SEO data to convert more visitors into your key performance indicators.

To put it simply, remove the fluff, and design a site that is functional first. 

I like to think of it this way. 

Your website is an online asset that exists purely to convert your visitors into data that support your key performance indicators.

 

The only way to ensure your site is performing your most basic business functions is to design it first with these functions in mind. 

Yes, it’s a fundamental statement, but it’s astounding how many websites are built on vanity of designer, or created by a developer that has a limited understanding of conversion rate optimization or search engine ranking relevancy. 

 

HERE’S HOW A SITE DESIGN SHOULD START

Begin with the data in front of you. What is your historical website data telling you about your site visitors? In what ways are your visitors using your current site and how are they converting most readily within it?

Everything hinges on your users and what they expect to see when they access your online assets. If there is any misalignment in messaging or look/feel you’ve lost an opportunity, and your data can assist you in creating the proper environment for the people you desire to convert.

So what types of data can help you properly structure and design a website? Here are my 3 favorite:

 

1. Historical Website Data

Take a look at the past actions your visitors have taken on your site. Which pages do they like the best? What do they click on most, and which pages perform the worst? Then, look at the demographic information of your majority site visitors. Do they match your description of your target customer? If not, the data is telling you that your website is not attracting your ideal customers. Historical data can be used to make quick adjustments to your conversion results just by looking for disparities between what you think you know about your website visitors and which actions they really take when on-site. 

2. Keyword Analytics Data

If you don’t know what your target customers are searching for online, you’re missing out big time when you setup your site’s structure. Again, let the data tell you how to structure your content based on what information your prospects are actively search for. Once you understand what the search data is, it’s your job to be THE go-to resource online by creating a complete user search experience within your site. This keyword data tells you exactly what your hierarchical structure should look like, based off search intent. 

3. User Generated Data

One of my favorites is user generated data. If you have a customer base that will accommodate it, reach out to your current customers and ask them about their experiences with your site. This information is an absolute goldmine, because people are very outspoken when it comes to the journey that they take to spend their money. You’ll find out all sorts of key pain points and room for improvement if you can setup a solid user testing program and then implement website design and user experience changes based on your new data.

WEB DESIGN IS NOT AN ART, IT IS A SCIENCE

Web and graphic designers will probably hate me for saying this, but it’s true. Web design is a science that hinges on good data and even better on-site organization of that data. 

Once you have the structure in place that evokes that wonderful user experience I always talk about, THEN you can move on to the aesthetically pleasing side of website design that most people start with.

As Franklin Covey so eloquently states: “Begin with the end in mind”.

CONVERSION RATE CONSULTING

CONVERSION RATE OPTIMIZATION (CRO) IS KEY

Every single marketing strategy should include a point in time where both the client and the consultant look at each other and ask “is this working?”

I do this monthly with full data progress reports so that there’s unlimited transparency within the campaign.

Next, once everyone has the same data and can logically answer to the first question, it’s crucial to ask “How can we make this work better?”

Those two questions set the stage for a successful conversion rate optimization consulting relationship.

CRO enables a well performing website asset to become truly legendary, but most organizations try to make the mistake of starting with optimizing their conversions, rather than using CRO to maximize their already healthy on site sales funnels and structures.

Here’s what I recommend to everyone who asks me about CRO:

1. Get the fundamentals straight first

Verified, qualified traffic that converts regularly through your website is a prerequisite to any CRO campaign. You can’t optimize what you can’t predict, which is why a history of regular conversions is the first thing you need to be successful here.

2. Verify your data is sound

Make sure the data you have is of sufficient historical volume and also that your analytics reporting software is setup correctly. CRO with dirty data is like looking for a needle in a haystack. If your data sucks, you’re not even playing in the right ballfield.

3. Get tunnel vision with your conversions

If you’ve got both 1 & 2 locked down tight, now you can get tunnelvision. I give you permission, and this is the only time you’ll ever see me fixated on one thing without concern for all the other moving parts around it. You’ve done the work already to ensure a clean testing environment, so now it’s time to split test. Be ruthless about removing variables here and run your tests like you’re a scientist. Then, leave what’s not working behind.

The very nature of optimization means that you have something to optimize, so I highly recommend that you focus your efforts first on ensuring you have regular and predictable traffic coming to your site before you try to do any sort of split testing. 

REMARKETING CONSULTING

DON’T  FORGET  TO FOLLOW UP!

Remarketing used to be something that only the elite organizations would implement. Now, remarketing is an absolute essential aspect of any digital strategy.

They way your prospects shop and buy things has completely changed over the past few years, and more touch points are required to take them from first contact with your brand to a converted happy customer

Remarketing is a hugely important aspect of conversion and it includes several major processes that I want to dive into for a quick second.

1. Email is remarketing

That’s right, email is remarketing, and from a digital consultant’s point of view, it’s really tough to get any good results with email remarketing from a conversion perspective unless the organization has done its due diligence to lock in an effective sales funnel. Email is such a powerful way to inspire your prospects to purchase at a later date after they’re gotten to know you better.

2. Social media is remarketing

Social media marketing is its own beast, but if your content process is solid, social media is a really powerful way to re-engage with your content viewers. Social proof in generated easily with great content, and sometimes all your prospects need is a little reminder to convert. Being present with platform appropriate content can soften the edges on any cold lead online.

3. Retargeting is remarketing

Retargeting is the most technical aspect of remarketing. It involves the most data, which is a good thing as you work to prove your online ROI, but it also requires the most setup and up front workload. Essentially, retargeting allows you to follow your online visitors around the internet, thereby customizing their experience of your brand based on the actions they took with you. Facebook ads are a great example of retargeting. Once you’ve been to Tony Robbins’ website once, you’ll never be rid of him. 🙂

SOCIAL MEDIA CONSULTING

WHAT SOCIAL MEDIA PLATFORMS SHOULD YOU BE ON?

I don’t have to tell you that social media is a massive engine, and with the sheer size of it, it can be really difficult to know how to make it work for you.

The first question I always ask anyone who wants to optimize their social input for conversion output is:
“Are You Selling On Social?”

If the answer is “No” or the typical, “Kind of”, then you’re completely missing the point of social media and also wasting a lot of energy.

Let’s get focused here. 

 

HOW CAN YOU MAKE SOCIAL MEDIA WORK FOR YOU?

It’s a tool, just like any other online asset. It shouldn’t be a pain in your ass, and even if it is, it should absolutely have an attributable ROI that at least breaks even in revenue in its own right. 

Social media looks different for every organization, and, to be completely transparent, it’s not right for every business to trying to grow their social media to massive numbers. 

You have to ask yourself honestly, “Is my business a good fit for social media?”

The brands that work best on social media are able to create highly engaging and useful content for their prospects first. Great content is the prerequisite to a successful social media campaign, because without it, you just won’t ever have enough content to post and the quality of those social posts with be in the trash can. 

Content creation should be your first priority. Marketing that content to a platform where your prospects are heavily engaged is where social media come into play. 

 

MY GENERAL CONTENT-TO-SOCIAL FRAMEWORK

Again, it looks different to every organzation, but what I’ve found works best these days is this:

1. Create 1 piece of amazing content each week

Your content has got to great these days. Once a week, publish something highly relevent and useful to your target customers. I’m talking a 1000 word written article of absolute value that blows away your competition in terms of quality and depth. Then, shoot a 5-10 minute video that covers what you’ve talked about in this article as well and embed it into your article as a published blot post.

2. Break down that content into shareable media

Now that you’ve got a kickass resource for the week, break it down into smaller content you can share to social media. What types of content? Let your social platforms dictate that decision. What’s important is that you now have an excess of social posts that are all relevant to a single topic silo.

3. Share that content to social, linking back to main content piece

You could break down your original blog post into 20 different social media content pieces (if not more). Just  make sure that every time you post them to your social platforms, you also link back to the original blog post, or, a landing page on your site that talks about the same types of content. 

 

This is a simple process that helps you make absolutely sure you’re always driving targeted traffic back to you website landing pages and inviting this social traffic to convert on your product or service. 

So many people and organizations miss the mark here.

You job is to sell on social. You do this with great content first.

 

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