consultor de marketing digital

Qué hace o debería hacer un consultor de marketing digital

La figura del consultor de marketing digital es indispensable para todo negocio online.

Ya seas una PyME o un freelance que ofrece servicios en Internet, necesitas una estrategia. La estrategia establece objetivos y mejor camino para lograrlos, ahorrándote así las clásicas pérdidas de tiempo y dinero.

Pero establecer una estrategia de marketing digital no es sencillo. Requiere trabajo, estudios previos, mucha analítica y un poco de sentido común.

Las grandes empresas cuentan con empleados dentro de la plantilla que ejercen de consultores de marketing digital. Las PyMES, por problemas de presupuesto, externalizan el servicio. Y ahí es donde entra Discursiva.

Discursiva, como consultoría de marketing digital, creamos estrategias para nuestros clientes. De las más sencillas a las sofisticadas, todo dependerá del presupuesto disponible y, claro está, de las posibilidades del producto o servicio a potenciar.

Cuándo tirar de un consultor de marketing digital

Principalmente, cuando ves que tu negocio no posiciona en Internet. Cuando las búsquedas relacionadas con tu producto ofrecen infinidad de páginas de la competencia, relegando a tu web a posiciones que a nadie interesan.

Segundo, cuando tu web funciona pero adviertes que existe una desproporción entre lo que inviertes en marketing y los resultados que obtienes. Algo está fallando. Alguien debería echarle un vistazo a tu estrategia.

Y en tercer lugar, cuando acabas de llegar a Internet y quieres comerte el mundo y no sabes cómo hacerlo. Necesitas a un profesional que te guíe paso a paso.

Desafíos del consultor de marketing digital

Son muchos y varías según la empresa y el sector.

La mayoría están relacionados con las visitas que reciben las páginas de esos clientes. También se dan casos que sí reciben visitas pero nadie se interesa por el servicio ofrecido.

En estos casos, falla el posicionamiento, tanto el orgánico como el de pago. En muchos casos, vienen de experiencias personales fallidas, de autogestionarse una campaña de Google Ads sin el conocimiento suficiente o pensar que para “hacer SEO” basta con abrirse un blog.

Luego hay una serie de casos ajenos a los buscadores que repercuten en la propia marca. Empresas con una imagen corporativa pésima o, directamente, sin una que les represente. Para ellos, el consultor de marketing digital también tiene unos minutos.

Algunas soluciones que el consultor puede aportar

Detectar debilidades en tu empresa: El consultor de marketing digital tiene ojo para estas cosas. Localizará aquellos aspectos que son un lastre o lo serán en un futuro; los motivos por los que la gente abandona los carritos en tu tienda online; proporcionará ángulos novedosos que pueden redefinir tu modelo de negocio.

Del mismo modo, también puede localizar las potencialidades. Son aquellos aspectos que ya funcionan o que incluso podrían funcionar mejor. Los buenos pueden compensar a los que fallan.

Hacer una auditoría: Sin duda, la herramienta más poderosa del consultor de marketing digital. Con ella no solo defines la salud de tu negocio, también su posición respecto a la competencia y el sector en el que te mueves.

Todas las cifras que se obtengan redundan en el negocio. Gracias a ellas podrás definir a tus buyer personas o detectar las brechas por las que se están escapando las ventas.

Áreas de experiencia de un consultor de marketing digital

Son variadas y no todas deben controlarse para ofrecer un buen servicio. Aunque, a más conocimientos, mejor el resultado.

El consultor de marketing digital debería estar al día en SEO y SEM, en estrategias de redes sociales, de email marketing y toda analítica vinculada.

Según el caso, propondrá contenidos, ya sean externos o generados por la propia empresa. La usabilidad también es importante, ya que una mala experiencia de navegación puede repeler a los potenciales clientes.


La idea tras este post es mostrar a nuestros potenciales clientes el trabajo que desarrollamos en Discursiva. Lo importante es que tengan claro de que siempre hay una solución, sin que importen las dimensiones del proyecto.

consultor de marketing digital

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