Overview
As our services become more commoditized over time, it is imperative that we define services that provide more strategic value to our partners and our partners' customers. A marketing consultant role is one said offering that would provide engagements that would be hard to replicate as well and provide a better client engagement.
The scope of this document is to focus the Marketing consultant role for the website category of product however our intention should be that this concept will be extendable to other media products (Audx, creative)
The role of the Marketing Consultant
The appropriate way to think about the marketing consultant role is as an online brand consultant for the advertiser. They will need to have in scope the following responsibilities.
● Project management of the website development through the lifecycle of the project. Point of contact for the client.
● Able to collaborate with advertisers on the online brand and achieve that (initially via the buildout of a website).
● Skilled with visualization of user-friendly and visually appealing interfaces and to be able to clearly articulate website needs to developers and designers.
● Knowledge of troubleshooting and testing of existing and newly deployed websites.
● Have best of industry knowledge of SEO and website analysis and able to work cross-collaboratively to perform SEO and website analysis to determine next steps discussion for advertiser business growth and goal achievement.
● Will need familiarity with frontend and backend web technologies and hosting options. (initially focused on WIX for Vista)
High Level Process
1. Initial Order capture
a. Partner to capture basic information that can be used as part of pre research
2. Pre-Research (see tools below)
3. Initial meeting
a. Utilizing best practices of sketching and figma wireframing markup during discussion
4. Solution identification
a. Solution may span website build, SEO, content/blog writing….multiple teams of engagement and project management (possibly even external partners like Reach)
5. Development
a. ongoing meetings and the MC continues to act as a dedicated project coordinator and marketing consultant to the business
6. Deployment
7. ongoing Maintenance Support - ensuring best practices of Wix and online Brand presence throughout
8. Possible annual follow up meetings to discuss online brand progress, best practices and recommendations
Tools
The key to establishing strategic engagement will be the research that’s done prior to each engagement. We will need to identify key tools that the MC uses to do their research which may include the following.
SMB company research tools
● Zoominfo
● AdMall (for audx and other digital offerings)
Website tools
● Google speed index
● LCP scores
● SEO tools (Insite or SEMRush)
○ Sample report from insite
● Content research tools
● Ahrefs
Research comparison tools
● Similarweb
In addition there needs to be tools that are part of the engagement
● Proofing tools
● Wireframing and sketch tools (figma, balsamic)