MARKETING
10 Tell-Tale Signs You Need to Get a New Digital Marketing Consultant
Are you feeling lost when it comes to digital marketing? Are you not seeing the results you expected? If so, it might be time to get a new digital marketing consultant. An excellent digital marketing consultant can help take your business to the next level and achieve your desired results. This blog post will discuss ten tell-tale signs indicating you need a new digital marketing consultant. Keep reading to learn more!
1. Your website is outdated and doesn’t reflect your brand well
One of the most critical aspects of your online presence is your website. It’s the first thing potential customers will see when searching for your business, and it needs to make a good impression. If your website is outdated or doesn’t reflect your brand well, it’s time to find a new digital marketing consultant.
If you’re unsure whether your website needs an update, look at some of the other websites in your industry. If you’re noticeably behind the times, it’s time to invest in a new site. Similarly, if your website is poorly designed or hard to navigate, it could be turning people away. Don’t let a bad website cost you business – if you’re not happy with yours, it’s time to make a change.
A good consultant will help you create a modern, responsive website that accurately reflects your brand and showcases your products or services. They’ll also work with you to improve your search engine optimization and ensure that your website is easy to find online. Don’t settle for a website that doesn’t reflect your business in the best light – invest in a quality digital marketing consultant to get the best results.
2. Your social media accounts are stale and not generating much engagement.
In today’s digital world, social media is one of the most powerful tools businesses have at their disposal. When used correctly, social media can help build brand awareness, drive traffic to your website, and generate leads and sales.
For example, if your social media accounts are stale and not generating much engagement, it could be a sign that your consultant is not up to date on the latest trends. Additionally, it may be time to ask for a new strategy if you do not see any results from your marketing efforts.
If you feel like you are not getting the attention you deserve from your consultant, it may be time to look for someone more responsive. By watching these signs, you can ensure that you are getting the most out of your digital marketing efforts. Remember that an excellent digital marketing consultant will help you develop fresh content ideas that will resonate with your target audience and help you grow your social media following.
3. You’re not seeing an increase in website traffic or leads
If you’re not seeing an increase in website traffic or leads, it’s possible that your current consultant isn’t using the most effective strategies. Additionally, if your campaign budget is consistently being exceeded without seeing any corresponding results, it’s time to reevaluate your consultant’s effectiveness.
If you find that you regularly have to explain your business goals and target audience to your consultant, likely, they don’t have a strong understanding of your brand. It’s essential to ensure that your consultant keeps up with the latest trends and uses the best tools to reach your target audience. Otherwise, you’ll be stuck with flatlined website traffic and leads.
Website traffic and lead generation are important metrics to consider when gauging the success of your digital marketing campaign. If you do not see an increase in either of these areas, it may be time to seek a new digital marketing consultant.
4. Your Google AdWords campaigns aren’t performing as well as they used to
If your Google AdWords campaigns aren’t performing as well as they used to, it could be a sign that your consultant doesn’t understand the latest algorithm changes or isn’t up to date on the latest best practices. Here are possible explanations for why this might be happening:
- Your target market has changed: If your target market has changed, your current digital marketing strategy may be no longer effective. For example, if you’re targeting a new demographic, they may not be using the exact keywords as your previous target market. As a result, your ads may not appear in search results.
- Your competitors have changed their strategies: If your competitors have changed their digital marketing strategies, they may be outperforming you. It’s essential to keep up with the latest trends and ensure that your campaigns are as effective as possible. Otherwise, you risk being left behind.
- You’re not keeping up with industry changes: The digital marketing world is constantly changing. What worked last year might not work this year. If you’re not keeping up with the latest changes, you could be missing out on new opportunities to reach your target market. Additionally, you may not be aware of new regulations or guidelines
- Your cost per click is rising: This is one of the most important metrics to track regarding AdWords. If your cost per click is rising, your campaigns are becoming less effective over time.
- Your click-through rate is falling: Another essential metric to track is your click-through rate (CTR). It measures the percentage of people who see your ad and then click on it. If your CTR is falling, it means that fewer people are finding your ad relevant or interesting.
- Your conversion rate is unchanged: A third key metric to track is your conversion rate, which measures the percentage of people who take the desired action after clicking on your ad (such as making a purchase). If your conversion rate isn’t increasing over time, your campaigns aren’t effectively driving results.
- You do not see consistent results: Finally, if you’re not seeing consistent results from your AdWords campaigns month after month, it could be a sign that you need to make some changes. Perhaps your campaigns are too narrowly focused, or you’re not using the right keywords. Whatever the case, it’s important to experiment and make adjustments until you find what works.
By working with someone up-to-date on the latest trends and best practices, you can ensure that your campaigns are as effective as possible.
5. You’ve stopped receiving monthly reports or updates from your consultant
If you’re not receiving regular reports or updates from your digital marketing consultant, it could be a sign that they’re not keeping up with your campaign. It is a problem because it means you’re not getting the information you need to make informed decisions about your marketing strategy. It also means that your consultant may not be monitoring your campaign closely enough to identify and fix problems.
As part of their role, your consultant should be providing you with monthly reports detailing the work they’ve done and the results they’ve achieved. These reports should give you a clear understanding of how your marketing campaign is performing and whether or not it’s meeting your goals.
If you’re no longer receiving these reports, it could mean that your consultant has become lax in their duties. In this case, it’s important to discuss with your consultant to find out what’s going on and see if they can turn things around. If you’ve stopped receiving reports or updates, ask your consultant why. If they can’t provide a satisfactory answer, it may be time to find a new one.
6. You’re not happy with the level of customer service you’re receiving.
As a business owner, you understand the importance of customer service. After all, happy customers are essential for any company’s success. Therefore, if you’re not pleased with the level of customer service you’re receiving from your digital marketing consultant, it’s time to make a change.
A good consultant should always be responsive to your needs and concerns, and they should take the time to answer any questions you have. If you find yourself repeatedly waiting for a response or being left in the dark, it’s time to find someone new. Good customer service is essential for a successful partnership, so don’t settle for anything less.
7. You’re not utilizing email marketing or other list-building strategies
Email marketing is one of the most cost-effective ways to reach potential customers. With a well-crafted email campaign, you can build relationships with potential customers and drive conversions. However, if your consultant isn’t utilizing this powerful tool, you’re missing out on a vital opportunity to grow your business.
In addition to email marketing, list-building strategies such as lead magnets can be highly effective in driving conversions. You can quickly build a database of potential customers by offering something of value in exchange for an email address. Again, if your consultant isn’t utilizing these strategies, you’re missing out on a valuable opportunity to grow your business.
Finally, it’s important to remember that the goal of any digital marketing campaign is to drive conversions. If your consultant isn’t focused on driving conversions, they’re not doing their job correctly.
8. Your website isn’t ranking highly in search engine results pages (SERPs)
Any business that wants to succeed online must ensure its website ranks highly on search engine results pages (SERPs). After all, if potential customers can’t find your site, they can’t buy your products or services. Many factors go into achieving a high ranking, and it can be challenging to keep up with the latest changes. It is where a digital marketing consultant comes in. A good consultant will deeply understand how search engines work and what it takes to rank highly.
It means potential customers cannot find your site when searching for keywords related to your business. Another possibility is that your website is not mobile-friendly, which is important because more and more people are using their smartphones to browse the internet. If your website is not optimized for mobile devices, you’re missing out on many potential customers. So, if your website isn’t performing as well as you’d like, it may be time to hire a new consultant.
9. You feel like you’re being overcharged for services that aren’t good at delivering results.
The feeling of being overcharged is a common one when it comes to service providers. When we’re not getting the expected results, it’s easy to feel like we’re being taken advantage of. If you feel like you’re not getting what you paid for, have a conversation with your service provider. See if any adjustments can be made to help you feel more satisfied with your results. Overall, if you’re paying more than you feel comfortable with, or if you feel like you’re not getting value for your money, it’s time to look for a new consultant.
10. You’re not getting the level of service you need
It can manifest in a number of ways, such as not getting timely responses to your inquiries or feeling like your concerns are falling on deaf ears. If you don’t feel like your consultant is genuinely invested in your success, it may be time to look for someone new. Why? Because at the end of the day, you need to be confident that your consultant has your best interests at heart and is committed to helping you reach your goals. When that isn’t the case, it isn’t easy to maintain a productive working relationship.
What To Look For In A Digital Marketing Consultant
There are many digital marketing consultants available today. However, not all of them are created equally. When you are looking for a consultant, you need to make sure that you find one who is experienced and has a proven track record. Here are some things to look for in a digital marketing consultant:
Experience
Experience should be one of your top criteria when looking for a digital marketing consultant. A digital marketing consultant with years of experience will deeply understand the various digital marketing channels and how to use them most effectively. They will also be well-versed in the latest digital marketing trends and technologies. In addition, an experienced digital marketing consultant will have a proven track record of helping businesses achieve their marketing goals.
Proven Track Record
A good way to gauge a consultant’s track record is to ask for references from previous clients. These references should be able to attest to the consultant’s ability to deliver results. If a consultant cannot provide references, that should be a red flag. Also, check out the consultant’s website and social media accounts to see what kind of work they’ve done in the past.
If the consultant has little to no online presence, that’s another cause for concern. The bottom line is that you want to work with a digital marketing consultant with a proven success track record. Otherwise, you could waste time and money on someone who doesn’t know what they’re doing.
Knowledgeable
An excellent digital marketing consultant should know various topics, including SEO, social media, email marketing, and content marketing. They should also be up-to-date on the latest trends and developments in the digital marketing landscape.
Creative
A digital marketing consultant is a creative professional who helps businesses craft and executes effective online marketing campaigns. The role of a digital marketing consultant is to understand the client’s business goals and objectives and then create a plan to help them achieve these goals.
It may involve developing a new website, optimizing an existing website for search engine ranking, or managing a social media campaign. Whatever the project, the goal is always to produce results that meet the client’s needs. When choosing a digital marketing consultant, it is essential to look for someone who is creative and has a track record of producing successful campaigns.
A good way to assess this is to ask for case studies or testimonials from previous clients. Choosing a consultant who understands the latest digital marketing trends and technologies is also important. With so many changes taking place online, it is vital to partner with someone who can keep your business ahead of the curve.
Flexible
A digital marketing consultant should be flexible in their approach to helping companies. They should be willing to try new things and adapt to the ever-changing digital marketing landscape.
Affordable
A digital marketing consultant should be affordable. You don’t want to spend a fortune on a consultant, but you also don’t want to skimp on quality. Find a balance that works for your budget.
Conclusion
If you see any tell-tale signs mentioned above, it might be time to start looking for a new digital marketing consultant. The most important thing is to find someone you feel confident in to help grow your business. With the right person on your team, you can reach new heights and achieve all of your marketing goals. We hope this guide has helped you find the right digital marketing consultant for your business.
MARKETING
How To Develop a Great Creative Brief and Get On-Target Content
Every editor knows what it feels like to sit exasperated in front of the computer, screaming internally, “It would have been easier if I’d done it myself.”
If your role involves commissioning and approving content, you know that sinking feeling: Ten seconds into reviewing a piece, it’s obvious the creator hasn’t understood (or never bothered to listen to) a damn thing you told them. As you go deeper, your fingertips switch gears from polite tapping to a digital Riverdance as your annoyance spews onto the keyboard. We’ve all been there. It’s why we drink. Or do yoga. Or practice voodoo.
In truth, even your best writer, designer, or audiovisual content creator can turn in a bad job. Maybe they had an off day. Perhaps they rushed to meet a deadline. Or maybe they just didn’t understand the brief.
The first two excuses go to the content creator’s professionalism. You’re allowed to get grumpy about that. But if your content creator didn’t understand the brief, then you, as the editor, are at least partly to blame.
Taking the time to create a thorough but concise brief is the single greatest investment you can make in your work efficiency and sanity. The contrast in emotions when a perfectly constructed piece of content lands in your inbox could not be starker. It’s like the sun has burst through the clouds, someone has released a dozen white doves, and that orchestra that follows you around has started playing the lovely bit from Madame Butterfly — all at once.
Here’s what a good brief does:
- It clearly and concisely sets out your expectations (so be specific).
- It focuses the content creator’s mind on the areas of most importance.
- It encourages the content creator to do a thorough job rather than an “it’ll-do” job.
- It results in more accurate and more effective content (content that hits the mark).
- It saves hours of unnecessary labor and stress in the editing process.
- It can make all the difference between profit and loss.
Arming content creators with a thorough brief gives them the best possible chance of at least creating something fit for purpose — even if it’s not quite how you would have done it. Give them too little information, and there’s almost no hope they’ll deliver what you need.
On the flip side, overloading your content creators with more information than they need can be counterproductive. I know a writer who was given a 65-page sales deck to read as background for a 500-word blog post. Do that, and you risk several things happening:
- It’s not worth the content creator’s time reading it, so they don’t.
- Even if they do read it, you risk them missing out on the key points.
- They’ll charge you a fortune because they’re losing money doing that amount of preparation.
- They’re never going to work with you again.
There’s a balance to strike.
There’s a balance to be struck.
Knowing how to give useful and concise briefs is something I’ve learned the hard way over 20 years as a journalist and editor. What follows is some of what I’ve found works well. Some of this might read like I’m teaching grandma to suck eggs, but I’m surprised how many of these points often get forgotten.
Who is the client?
Provide your content creator with a half- or one-page summary of the business:
- Who it is
- What it does
- Whom it services
- What its story is
- Details about any relevant products and services
Include the elevator pitch and other key messaging so your content creator understands how the company positions itself and what kind of language to weave into the piece.
Who is the audience?
Include a paragraph or two about the intended audience. If a company has more than one audience (for example, a recruitment company might have job candidates and recruiters), then be specific. Even a sentence will do, but don’t leave your content creator guessing. They need to know who the content is for.
What needs to be known?
This is the bit where you tell your content creator what you want them to create. Be sure to include three things:
- The purpose of the piece
- The angle to lead with
- The message the audience should leave with
I find it helps to provide links to relevant background information if you have it available, particularly if the information inspired or contributed to the content idea, rather than rely on content creators to find their own. It can be frustrating when their research doesn’t match or is inferior to your own.
How does the brand communicate?
Include any information the content creators need to ensure that they’re communicating in an authentic voice of the brand.
- Tone of voice: The easiest way to provide guidance on tone of voice is to provide one or two examples that demonstrate it well. It’s much easier for your content creators to mimic a specific example they’ve seen, read, or heard than it is to interpret vague terms like “formal,” “casual,” or “informative but friendly.”
- Style guide: Giving your content creator a style guide can save you a lot of tinkering. This is essential for visuals but also important for written content if you don’t want to spend a lot of time changing “%” to “percent” or uncapitalizing job titles. Summarize the key points or most common errors.
- Examples: Examples aren’t just good for tone of voice; they’re also handy for layout and design to demonstrate how you expect a piece of content to be submitted. This is especially handy if your template includes social media posts, meta descriptions, and so on.
All the elements in a documented brief
Here are nine basic things every single brief requires:
- Title: What are we calling this thing? (A working title is fine so that everyone knows how to refer to this project.)
- Client: Who is it for, and what do they do?
- Deadline: When is the final content due?
- The brief itself: What is the angle, the message, and the editorial purpose of the content? Include here who the audience is.
- Specifications: What is the word count, format, aspect ratio, or run time?
- Submission: How and where should the content be filed? To whom?
- Contact information: Who is the commissioning editor, the client (if appropriate), and the talent?
- Resources: What blogging template, style guide, key messaging, access to image libraries, and other elements are required to create and deliver the content?
- Fee: What is the agreed price/rate? Not everyone includes this in the brief, but it should be included if appropriate.
Depending on your business or the kind of content involved, you might have other important information to include here, too. Put it all in a template and make it the front page of your brief.
Prepare your briefs early
It’s entirely possible you’re reading this, screaming internally, “By the time I’ve done all that, I could have written the damn thing myself.”
But much of this information doesn’t change. Well in advance, you can document the background about a company, its audience, and how it speaks doesn’t change. You can pull all those resources into a one- or two-page document, add some high-quality previous examples, throw in the templates they’ll need, and bam! You’ve created a short, useful briefing package you can provide to any new content creator whenever it is needed. You can do this well ahead of time.
I expect these tips will save you a lot of internal screaming in the future. Not to mention drink, yoga, and voodoo.
This is an update of a January 2019 CCO article.
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Cover image by Joseph Kalinowski/Content Marketing Institute
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Microsoft unveils a new small language model
Phi-3-Mini is the first in a family of small language models Microsoft plans to release over the coming weeks. Phi-3-Small and Phi-3-Medium are in the works. In contrast to large language models like OpenAI’s ChatGPT and Google’s Gemini, small language models are trained on much smaller datasets and are said to be much more affordable for users.
We are excited to introduce Phi-3, a family of open AI models developed by Microsoft. Phi-3 models are the most capable and cost-effective small language models (SLMs) available, outperforming models of the same size and next size up across a variety of language, reasoning, coding and math benchmarks.
What are they for? For one thing, the reduced size of this language model may make it suitable to run locally, for example as an app on a smartphone. Something the size of ChatGPT lives in the cloud and requires an internet connection for access.
While ChatGPT is said to have over a trillion parameters, Phi-3-Mini has only 3.8 billion. Sanjeev Bora, who works with genAI in the healthcare space, writes: “The number of parameters in a model usually dictates its size and complexity. Larger models with more parameters are generally more capable but come at the cost of increased computational requirements. The choice of size often depends on the specific problem being addressed.”
Phi-3-Mini was trained on a relatively small dataset of 3.3 trillion tokens — instances of human language expressed numerically. But that’s still a lot of tokens.
Why we care. While it is generally reported, and confirmed by Microsoft, that these SLMs will be much more affordable than the big LLMs, it’s hard to find exact details on the pricing. Nevertheless, taking the promise at face-value, one can imagine a democratization of genAI, making it available to very small businesses and sole proprietors.
We need to see what these models can do in practice, but it’s plausible that use cases like writing a marketing newsletter, coming up with email subject lines or drafting social media posts just don’t require the gigantic power of a LLM.
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