This guide aims to help business owners and CEOs understand the role, activities, strategies, and benefits of engaging a B2B Digital Growth & Strategy Consultant.
When engaging a consultant or agency, the challenge is to ascertain whether they know what they’re talking about. Many talk a good game, but the past twenty years have shown that very few have a genuine clue about B2B growth and much if not, all is based upon B2C strategies and marketing technologies.
Your consultant must be able to practically demonstrate both their knowledge and ability to execute and manipulate all the relevant digital platforms and instruct any resources available to succeed at their respective tasks. These must include the two key elements of digital selling and digital marketing and all they entail, from content creation to exploiting every conversion optimisation and technical element possible from your website and naturally, including the very best strategies at increasing your exposure to attract new business.
In today's competitive B2B landscape, businesses must leverage digital channels to reach their target audience and drive growth. By partnering with a skilled consultant, companies can access expert guidance and tailor-made strategies to achieve their goals.
Throughout this guide, we'll discuss various aspects of the B2B Digital Growth & Strategy Consultant's work, from digital marketing strategy development to monitoring and analysis of campaign performance.
Additionally, we'll delve into the benefits of engaging a consultant and provide tips on how to choose the right one. But not all consultants are equal! They dramatically vary in their approach and whilst some are very corporate, others, like me are entrepreneurial creatively and able to demonstrate their approach in advance and online without the typical vagueness some consultants have.
Our approach is to deliver clarity and focus from the beginning and this guide is designed to provide a ‘comfort-factor’ before we talk.
- Activities of a B2B Digital Growth & Strategy Consultant
- Strategies Employed by B2B Digital Growth & Strategy Consultants
- Benefits of Engaging a B2B Digital Growth & Strategy Consultant
- How to Choose the Right B2B Digital Growth & Strategy Consultant
- Why Choose an Individual Over an Agency?
As a business development consultant with nearly 40 years of experience, I have seen first-hand the importance of adopting a comprehensive digital strategy to drive growth and profitability.
In today's fast-paced, technology-driven world, businesses need to leverage digital selling, live streaming, video, and podcasts to reach their target audience and stand out from the competition. In this guide, I will share my expertise and insights on the role of a B2B Digital Growth & Strategy Consultant and how someone like me can help your business thrive in the digital age.
A B2B Digital Growth & Strategy Consultant is an expert in digital marketing and selling who helps businesses develop and implement tailored strategies to drive growth and profitability. Their services often include business analysis, goal setting, digital marketing strategy development, campaign management, performance monitoring, and continuous improvement. They work closely with clients to understand their needs and objectives and create customised solutions that deliver results.
Digital strategies are now an essential component of any successful B2B business. Buyers have access to more information than ever before, making it crucial for businesses to engage with their audience through digital channels. By leveraging digital selling, e.g., live streaming, video, and podcasts, companies can build brand awareness, generate leads, and drive sales more effectively than traditional methods like telesales and cold calling.
This guide aims to provide a detailed understanding of the activities, strategies, and benefits of engaging a B2B Digital Growth & Strategy Consultant. We will explore the various aspects of their work and discuss the advantages of partnering with a skilled consultant. Additionally, we'll provide tips on choosing the right consultant for your business, ensuring you get the most out of your investment.
The above serves as an illustration of topical authority in relation to SEO, to the content feeding the primary subject(s) to gain prominence on search engines without backlinks which B2C SEO professionals constantly mention.
In the next sections, we'll delve into the activities of a B2B Digital Growth & Strategy Consultant, discuss the strategies they employ, and highlight the benefits of engaging their services.
A B2B Digital Growth & Strategy Consultant is responsible for a wide range of activities that ultimately contribute to the success of their clients' businesses. These activities can be broken down into several key areas:
Before diving into the digital marketing realm, a consultant first conducts a thorough analysis of their client's business. This involves understanding the company's objectives, target audience, competitive landscape, and current marketing efforts. Based on this information, the consultant works with the client to set realistic goals and KPIs for their digital marketing campaigns.
Once the goals are established, the consultant would start developing a comprehensive digital selling strategy. This typically includes:
- Face-to-Face selling: Defining and structuring the processes of selling face-to-face, in person or online. The consultant should be a consummate salesperson and able to recommend various approaches with this in mind.
- Live streaming: Understanding the business drivers that can be communicated on a regular basis, live, to your total addressable market. Using platforms like LinkedIn, Vimeo and YouTube Live. The consultant may help with streaming production, distribution, and promotion.
- Video: Creating and promoting video content through platforms like YouTube, Vimeo, or Facebook. The consultant should help with video production, distribution, and promotion through various exposure channels. The content will be varying from case studies, to training videos to product reviews
- Podcasting: Producing and promoting audio content in the form of podcasts. The consultant may assist with podcast planning, recording, editing, and distribution.
Once the goals are established, the consultant starts developing a comprehensive digital marketing strategy. This typically includes:
- Content marketing: Creating and distributing valuable, relevant, and consistent content to attract and engage the target audience. The consultant may develop an editorial calendar, research topics, and oversee content production.
- Social media marketing: Leveraging platforms like LinkedIn, Twitter, and Facebook (if relevant to B2B) to promote the client's brand, products, and services. The consultant may create and manage social media profiles, develop an automated posting schedule, and engage with the audience in the most cost effective and strategic engagement method possible.
- Search engine optimisation (SEO): Improving the client's website visibility on search engines like Google & Bing by optimising its structure, content, and backlink profile. The consultant may conduct keyword research, optimise on-page elements, and implement semantic and topical authority strategies in conjunction with link-building strategies if available.
- Email marketing: Building and nurturing relationships with prospects and customers through targeted email campaigns. The consultant may help design email templates, segment mailing lists, and create email content.
- Paid advertising: Running pay-per-click (PPC) and display advertising campaigns on platforms like Google Ads and Facebook Ads. The consultant may set up and manage ad campaigns, optimise bids, and monitor performance. Whilst there is a question surrounding the effectiveness of pay-per-click to landing pages to obtain contact details, this may not preclude using PPC to advertise live streaming or your specific events.
After developing both the digital selling and marketing strategies, the consultant oversees their implementation. This involves coordinating with various teams (e.g., content writers, graphic designers, web developers, video, and audio people) and ensuring that all marketing efforts align with the overall strategy and objectives.
A key part of the consultant's role is to monitor the performance of digital marketing campaigns and analyse their results. This involves using tools like Google Analytics and Google Tag Manager to track website traffic, conversions, and other relevant metrics. Based on the data, the consultant identifies areas for improvement and makes data-driven decisions to optimise the campaigns.
The consultant also works on improving the client's website's conversion rate, ensuring that visitors are more likely to take desired call to actions. This may involve A/B testing, improving website design, or enhancing user experience. The objective to help educate prospects to become happy customers via their experience on your website whilst leading them down a path that encourages them to buy from you.
The digital landscape is constantly evolving, so the consultant needs to stay up to date with the latest trends, tools, and best practices. They regularly review and adjust the digital marketing strategy to ensure it remains effective and relevant, helping the client to achieve their goals and drive business growth. An important ‘litmus test’ for this is review their own website presence to how they engage with and communicate with their own customers.
B2B Digital Growth & Strategy Consultants focus on understanding their clients' target audience and creating content that resonates with them. This involves developing buyer personas to understand their businesses, mapping out the buyer's journey, and crafting content that addresses their pain points, needs, and interests. Buyer-centric content helps engage the target audience, build trust, and drive conversions.
Consultants leverage data and analytics to make informed decisions when developing and optimising digital marketing strategies. By analysing metrics like website traffic, engagement, and conversion rates, consultants can identify areas for improvement and adjust their strategies accordingly. Data-driven decision making in conjunction with platforms like Google Search Console, ensures that marketing efforts are targeted, efficient, and effective.
Technology and automation play a crucial role in modern digital marketing. B2B Digital Growth & Strategy Consultants utilise tools and platforms to streamline processes, improve efficiency, and enhance the effectiveness of marketing campaigns. This may include marketing automation platforms, CRM systems, analytics tools, and content management systems for documents as well as websites.
A multichannel marketing approach ensures that the client's message reaches their target audience across various platforms, increasing the chances of driving engagement and conversions. This may involve utilising social media, email marketing, content marketing, paid advertising, video marketing, live streaming, and podcasting to create a cohesive and integrated marketing strategy.
Personalisation and customisation are essential for engaging today's savvy B2B buyers. Consultants focus on creating tailored marketing messages and experiences that resonate with individual prospects and customers. This may involve segmenting email lists and creating personalised content. However, evidence suggests buyers, like you and I want to remain anonymous throughout the education and evaluation stage before speaking to a salesperson - vendor/supplier.
To maximise the impact of their marketing efforts, B2B Digital Growth & Strategy Consultants work on integrating online and offline strategies. This may involve aligning digital marketing campaigns with traditional marketing efforts, such as events at exhibitions, roads shows, direct mail, and print advertising, to create a seamless and consistent brand experience.
Successful B2B marketing relies on building and nurturing relationships with prospects and customers. Consultants focus on fostering long-term connections through ongoing communication, engagement, and support. This may involve implementing email nurture campaigns, using live streaming and social media to engage with the audience, and providing valuable resources like whitepapers, webinars, or case studies.
A positive customer experience is critical for building trust, loyalty, and driving repeat business. B2B Digital Growth & Strategy Consultants prioritise customer satisfaction by ensuring that all marketing efforts contribute to a seamless and enjoyable experience for the end-user. This may involve optimising website design and user experience, providing timely and helpful customer support, and proactively addressing customer feedback and concerns.
By partnering with a B2B Digital Growth & Strategy Consultant, businesses can tap into their extensive knowledge of the latest digital marketing trends, strategies, and best practices. This expertise helps businesses stay ahead of the competition and ensures that their marketing efforts are both innovative and effective.
Consultants often have access to a wide range of specialised tools, platforms, and resources that businesses may not be aware of or have the budget to invest in. These tools can streamline processes, improve efficiency, and enhance the overall effectiveness of marketing campaigns, leading to better results.
Working with a consultant can save businesses time and resources by allowing them to focus on their core competencies while the consultant handles their digital marketing efforts. This can lead to reduced overhead costs and a more efficient use of time and resources, ultimately improving the company's bottom line.
B2B Digital Growth & Strategy Consultants can help businesses boost their brand awareness and visibility by creating and implementing targeted marketing campaigns that reach the right audience at the right time. This increased visibility can lead to more potential customers, partnerships, and opportunities for growth. For this we have designed a strategy called Social 444, definitely worth a look.
Consultants have experience designing and executing strategies that effectively generate and nurture leads. By optimising marketing efforts to attract and engage the target audience, businesses can experience increased lead generation and higher conversion rates, driving more sales and revenue. This is where combining PPC, email and live streaming plays a big role in connecting with your total addressable market (TAM) and stands out from all the other B2B lead gen efforts.
A consultant's focus on customer experience and satisfaction can lead to improved customer retention and loyalty. By creating personalised, engaging experiences, and providing ongoing support, businesses can foster strong relationships with their customers, encouraging repeat business and long-term success. Using a combination of broadcasting live streams and direct enhanced video you are able to demonstrate from the beginning of their journey, your commitment to support through to closing the deal and maintaining ongoing customer success.
It might sound obvious, however, working with a B2B Digital Growth & Strategy Consultant can help businesses optimise and streamline your marketing efforts, resulting in more efficient campaigns and a higher return on investment (ROI). By implementing data-driven strategies and leveraging technology and automation, consultants can ensure that marketing efforts are targeted and effective, maximising ROI.
In today's fast-paced, ever-evolving digital landscape, it's crucial for businesses to continuously adapt and grow to stay competitive. A B2B Digital Growth & Strategy Consultant can help businesses stay ahead of the curve by constantly monitoring market trends, analysing data, and adjusting strategies to ensure ongoing success, as long as they can demonstrate in advance their actual engagement in keeping up to date with the latest technologies and best practices etc.
This proactive approach can lead to sustainable growth and a strong competitive advantage in the marketplace.
When considering a consultant, evaluate their experience in the digital marketing and business growth space. Check their background, years of experience, and the types of projects they've worked on. Assess their expertise in various digital marketing channels, such as content marketing, social media, email marketing, business website, search engine optimisation, video, podcasting, and live streaming.
A strong, technically competent website presence and published content can provide valuable insight into a consultant's capabilities and the results they've delivered online for you to see. Review their website to see the types of projects they offer to help with and the corresponding content to help you understand their approach. White papers and infographics can help you understand their approach to solving problems, the strategies they would apply and the intended outcomes.
It's essential to work with a consultant who understands your industry, its unique challenges, and the competitive landscape. They must have first-hand experience in selling business solutions direct if they are going to recommend anything for Technology, SaaS or Professional Services companies.
Ensure that the consultant has experience working with businesses in your industry or has a demonstrable deep understanding of the sector. Industry-specific knowledge can lead to more effective marketing strategies and better results.
It's essential to compare the pricing and services offered by various consultants to find the best fit for your budget and needs. Keep in mind that the cheapest option may not always be the best, as quality and results may suffer. Look for a consultant who offers a balance of competitive pricing and a comprehensive range of services, and a proven track record of success.
Effective communication is critical when working with a B2B Digital Growth & Strategy Consultant. Make sure that the consultant is responsive, open to feedback, and can clearly articulate their ideas and strategies, preferably on via their website.
Additionally, consider the consultant's cultural fit with your organisation, as a strong alignment in values and working styles can lead to a more productive and successful partnership.
As a CEO or business owner, you may be considering whether to engage an individual B2B Digital Growth & Strategy Consultant or a larger agency. While both options have their merits, there are several distinct advantages to partnering with an individual consultant.
- Personalised Attention and Customised Solutions: Individual consultants are more likely to provide personalised attention and tailored strategies specific to your business. They have the flexibility to devote more time to understanding your unique needs, goals, and challenges. In contrast, agencies often work with multiple clients simultaneously, which may result in a more generic approach.
- Greater Flexibility and Adaptability: Individual consultants are typically more agile and adaptable than agencies. They can quickly pivot their strategies and tactics based on your evolving business needs and industry trends. Agencies, on the other hand, may have more rigid processes and structures, making it difficult to adjust strategies as quickly.
- Direct Communication and Faster Decision-Making: Working with an individual consultant allows for direct communication and faster decision-making. You'll have a single point of contact who is fully invested in your project, ensuring that your feedback is promptly addressed and implemented. In contrast, navigating the hierarchy and bureaucracy within an agency may slow down communication and decision-making processes.
- Cost-Effectiveness: Individual consultants usually have lower overheads than agencies, which can result in more cost-effective services. As a result, you may get more value for your investment by working with a consultant who can provide the expertise you need without the high price tag often associated with agencies.
- Specialised Expertise: Individual consultants often specialise in a specific area of digital growth and strategy. This specialised expertise can be invaluable when you need in-depth knowledge and experience in a particular field. While agencies may have a broader range of capabilities, you may not receive the same level of specialised expertise as with an individual consultant.
In conclusion, while both individual B2B Digital Growth & Strategy Consultants and agencies have their merits, an individual consultant may offer a more personalised, flexible, and cost-effective solution for your business. By carefully evaluating your needs and considering the benefits of engaging an individual consultant, you can make an informed decision that best supports your business's growth and success.
How long does it take to prepare everything before you start to shoot live?
It takes three months. Six weeks are spent preparing before promoting the live show, then six weeks of promotion via email and banners, building up anticipation before the broadcasting begins. The goal is to prepare a six-episode live show series in advance, utilizing 20+ segment ideas, and ensuring that each segment is either scripted or at least the segment host is clear on what they’re going to say.
How much work do we need to put in?
Probably not as much as you might think. In the early stages, the company comes up with the plan and have 20+ segment ideas to choose from. Once the segments that best suit each show are decided, they identify who would be the best person to present that segment and let them get on with it. Your member of staff will be the expert and used to talking about that particular 'segment' of the show. It's only for a few minutes, so it won't be a long speech.
Where do you shoot the show?
The show series can be shot in various locations, including your offices (using an existing office or meeting room, as long as it's large enough), a serviced office such as a Regus, Spaces or WeWork, or a hired studio.
How do you set up the studio?
There are two options for setting up the studio, irrespective of the location. The first is to make up the area as a typical ‘set’, using props such as desks, lamps, computers, pictures and so on. The second option is to ‘go green’. They can set up a virtual studio in any room using green screen and virtual background technology to totally change anyone’s impression of your business. This can look like the set of a breakfast show to a regular evening news program, all based upon the graphic images they insert in the live streaming technology.
Who is going to be the host(s)?
Live streaming to prospects is best served by using multiple people within your organization. If everyone was too scared to appear in front of a live camera, then actors will be engaged. If your team are used to delivering webinars, then they should be perfectly comfortable delivering a few sentences in a live stream. The point is to communicate transparency and for your audience to see that your staff are enjoying themselves. This is far easier when a group of people are involved.
In today's increasingly digital and competitive business landscape, investing in a B2B Digital Growth & Strategy Consultant is more important than ever. These professionals bring valuable expertise, industry knowledge, and innovative strategies to help businesses navigate the complex world of digital marketing and stay ahead of the competition. By partnering with a consultant, businesses can tap into new opportunities, optimise their marketing efforts, and drive sustainable growth.
A tailored digital strategy, designed and implemented by a skilled consultant, can have a significant impact on business growth. By focusing on the unique needs and goals of each business, a customised strategy can target the right audience, engage customers, and generate leads more effectively. This targeted approach can lead to increased brand awareness, improved lead generation and conversion rates, and ultimately, higher revenue and profit margins.
Given the potential benefits of partnering with a B2B Digital Growth & Strategy Consultant, it's essential for businesses to explore the possibilities and find a qualified professional who can help them achieve their goals. By carefully evaluating a consultant's experience, portfolio, industry knowledge, and communication skills, businesses can find the right partner to drive their digital marketing efforts and propel their growth. Embracing the power of digital strategies and the expertise of a consultant can lead to lasting success in today's competitive marketplace.