The Ultimate Guide to Hiring a Digital Marketing Strategist

People do not buy goods and services. They buy relations, stories, and magic. – Seth Godin

Hiring a good marketing strategist can be an invaluable resource in getting your business to the next level. For businesses not ready to hire a full-time strategist, a fractional CMO offers high-level expertise without the full-time commitment. On his or her shoulders rests the responsibility of formulating sensible and effective marketing strategies that keep up with the dynamic digital marketing trends and put your company on the map.

Why a Digital Marketing Strategist is Crucial for Business Growth

When it comes to lead generation and retention, every sales and marketing team relies on leadership to guide them through the toughest business climates. Come rain or shine, an effective digital marketing strategist drives plans forward, resulting in substantial growth and increased revenue for the business.

However, digital marketing strategists do much more than lead. They play a pivotal role in coordinating complex strategies that are tailored to real-time data and customer behavior insights, ensuring continuous campaign optimization. Businesses that refine their digital marketing strategies in this way see marked improvements in customer engagement and satisfaction. Digital marketing, when addressed by a pro, empowers businesses to better understand customer behavior, target audiences more effectively, and ultimately boost revenue through personalized experiences, McKinsey reports. Furthermore, companies that adopt comprehensive digital marketing strategies are better positioned to react swiftly to emerging trends, gaining a competitive advantage.

Key Responsibilities of a Digital Marketing Strategist

A marketing strategist’s job description includes conducting research and developing and communicating strategic marketing plans to meet a company’s goals. They analyze market trends, customer insights, and competitive landscapes to ensure that the company stays ahead. A key part of the strategist’s role is coordinating multifunctional teams—such as content creators, SEO specialists, and paid media managers—to execute marketing campaigns that align with broader business objectives.

In addition to execution, they monitor the performance of these campaigns through data analytics, making real-time adjustments to maximize ROI. Their ability to track and interpret key performance metrics is vital for refining strategies and ensuring sustained business growth. This cross-functional collaboration and data-driven approach set digital marketing strategists apart as crucial players in any modern business.

How a Digital Marketing Strategist Aligns with Sales Teams

A well-rounded digital marketing strategist understands that success is not just about generating leads—it’s about ensuring that marketing efforts align seamlessly with the sales team to convert those leads into customers. To achieve this, the strategist must foster open communication and collaboration between both teams, ensuring a shared understanding of goals, processes, and customer journey stages.

Shared Metrics and Goals

A successful collaboration starts with aligning on key performance indicators (KPIs) that matter to both marketing and sales. For instance, while marketing might focus on lead generation, sales cares about the quality and conversion of those leads. A digital marketing strategist ensures that the leads passed to the sales team meet pre-agreed criteria such as customer intent and readiness to purchase. This alignment helps reduce friction between departments and boosts conversion rates.

Customer Journey Mapping

A critical role of the strategist is to map out the customer journey, from initial awareness to the final sale. They ensure that marketing efforts provide leads with valuable content that nurtures them through the buying process and delivers high-quality, sales-ready leads. This clarity helps the sales team understand where potential customers are in their journey and allows for more targeted and effective sales efforts.

Lead Handoff Process

The strategist also designs an efficient lead management process, ensuring that leads are smoothly transitioned into prospects and opportunities. They collaborate with sales leaders to ensure that the timing, messaging, and follow-up process are aligned with the customers’ needs and interests.

Feedback Loops

To continuously improve, the digital marketing strategist establishes feedback loops between marketing and sales. This might involve regular meetings or shared analytics dashboards where sales teams provide feedback on lead quality, and marketing adjusts their efforts accordingly. This back-and-forth exchange is key to refining strategies and improving performance over time.

Sales Enablement Content

Strategists also play a role in creating content that supports the sales team. This could be case studies, testimonials, or product guides that directly address the pain points of potential customers. Such materials help the sales team better engage prospects and close deals more effectively.

6 Key Traits to Look for in a Digital Marketing Strategist

Whether it’s their expertise in content marketing, search marketing, or social media marketing, a valuable digital marketing strategist must possess specific qualities or traits that can help the company achieve its targets, consistently scale up lead generation, and meet marketing goals.

If you are looking to hire an online marketing strategist, or you are wondering if you would be good in a marketing strategist position, here is a list of traits and qualities that answer the question, “What makes a good digital marketing strategist?”

1. Is Well-Versed in Business Strategy & Revenue Generation

A prolific marketing strategist must also have marketing-related knowledge and be well-versed in online marketing strategies. They must be highly knowledgeable about the key ingredients required for growing a successful business.

With both theoretical and practical knowledge of the subject, an effective marketing strategist must be capable of developing the most relevant and optimized business strategies to meet the industry’s competitive standards of revenue generation.

A reliable marketing strategist conducts thorough market research, stays on top of the marketing game, and always looks for ways to improve business strategies and marketing effectiveness while brainstorming new and innovative ideas to generate more revenue and achieve sustainable growth.

2. Thrives in a World of Digital Strategy & Analytics

Metrics and analytical skills are essential to developing effective digital strategies. Skilled marketing strategists must surround themselves with everything they need to know, learn, and understand what it takes to develop a result-oriented digital strategy.

To make marketing strategies work for the company in the long run, a marketing strategist must understand the intricacies of a progressive market flow and the company’s marketing objectives.

Formulating a plan is only the first step. With a thorough analysis of the current market trends, the person for the job must also have a clear understanding of how to measure and analyze the success rates of a marketing plan.

Skills in Data Analysis and Reporting

To thrive in today’s data-driven world, a digital marketing strategist must be proficient in data analysis. They need to use tools like Google Analytics, Semrush, and HubSpot to track key metrics like SEO performance, website traffic, and conversion rates. Interpreting these metrics enables the strategist to refine marketing strategies and optimize campaigns in real-time.

Their ability to create clear, actionable reports ensures that stakeholders understand the campaign’s success and can make informed decisions. This analytical skill set is critical for adjusting strategies and ensuring that marketing efforts continue to deliver results​.

3. Understands ROI & is Business-Focused

Measuring Return on Investment (ROI) is vital to any marketing strategist because it highlights the success and failure of marketing campaigns backed by real numbers. Understanding ROI is essential to finding the best marketing strategist. It gives important insights into the performance of marketing activities, tactics, and strategies and provides meaningful feedback.

For good marketing plans to come up victorious, they must focus on the business and its requirements. A marketing strategist’s efficacy shows in the way they accommodate the needs of the business and come up with solid ways to grow the business through well-thought-out marketing strategies.

4. Knows How to Build the Best Team of Specialists

Running an effective marketing engine is not a one-man show. A smart marketing strategist understands this better than anyone, and one of the roles of a brand and marketing strategist is knowing what to look for in other individuals while hiring them into the marketing department. Marketing is all about breathing life into strategic concepts to build brand awareness, make profits, gain new clients, and generate revenue.

To accomplish all of the above, a marketing strategist must hire a well-balanced team of professionals who are the best at what they do in their particular niche. The process includes appointing employees or vendors to a varied range of roles, such as content creation, design, development, Google Analytics, SEO (search engine optimization), advertising, social media marketing, and more.

A well-rounded marketing team thrives on great leadership. To succeed, a marketing strategist-to-be must be trustworthy, approachable, kind, creative, encouraging, and goal-oriented.

5. Experienced with a Wide Range of Digital Marketing Platforms & Tools

Experience is one’s best teacher, and a proficient marketing strategist must bring a lot of experience with digital marketing platforms and tools to the table. A marketing leader is expected to have an understanding of various digital marketing mediums such as SEO, web technologies, social media platforms, digital advertising, content generation, and Google Analytics. This will help them lead the team in the right direction to drive the best results. Knowing how these platforms and tools work is not enough. An effective digital marketing strategist needs to be able to use their understanding in conjunction with specific KPIs in order for their marketing efforts to reach their target audience.

Another relatively recent innovation in digital marketing is the introduction of marketing automation software. As the name suggests, these products aim to equip marketers with the ability to automate repetitive tasks such as multi-channel notifications and emailers. This greatly streamlines the overall marketing strategy, provided that the strategist has the foresight and technical skill to understand the long-term potential of marketing automation.

6. Is Very Passionate About Business Growth

Even in the corporate marketing world, passion and love for one’s work never grow old, and for many skilled strategists, hunting down marketing solutions to expand the business can feel truly exhilarating. A marketing strategist who’s best suited for the job should always have the heart and sentiment to accelerate business growth. When compassion meets professionalism, magic is created, and that’s exactly what you should be looking for in a marketing strategist – the ability to turn a business around and do wonders to take it to the next level. A reliable marketing strategist takes a business-centric approach to secure growth and increase revenue continuously.

Takeaway

While practical marketing skills are important to be a good marketing strategist, there are various personality traits you should have if you want a career in marketing.

Apart from the six traits stated above, a leading marketing strategist or lead must also have excellent communication skills and an empathetic approach towards clients and customers. The face of marketing is forever evolving, and given the ever-changing nature of the marketing field, an intelligent marketing strategist must learn to cope with changes, bring about positive change when required, and lead the team in the right direction when presented with critical circumstances.

Delegating work, replying to emails promptly, being available at all times, calling for the support of team members to get things done, listening to recommendations, and always offering a helping mind to solve problems are also some of the qualities to look out for or possess in an effective marketing strategist.

Marketing is the foundation of any business’s success. To ensure your business’s steady growth, look for a marketer who takes on challenges with confidence and determination and never fails to impress.

How to Assess a Digital Marketing Strategist’s Track Record

When considering a digital marketing strategist for your business, their track record plays a critical role in determining if they’re the right fit. Here are some key ways to assess their performance and ensure they have the experience and results to meet your business needs.

Evaluate Case Studies and Past Campaigns

A strategist’s past work often reveals their strengths. Look for case studies that demonstrate their ability to drive measurable results. For example, did they help increase traffic, generate leads, or improve conversion rates? Their ability to provide concrete examples of past success is crucial for building trust and confidence.

Client Testimonials and Reviews

Reviews from past clients are a powerful way to gauge the strategist’s impact. Listen to what previous clients have to say about their strategic approach, communication skills, and ability to meet deadlines.

Choosing the Right Digital Marketing Strategist

When choosing a digital marketing strategist for your business, the decision often comes down to whether you should bring on an in-house team, contract a professional like a consultant or fractional CMO, hire a freelancer, or work with a digital marketing agency. Each approach offers distinct benefits and drawbacks, but understanding the differences can help you make the best decision for your business’s goals.

Contracted Digital Marketing Strategist

A contracted digital marketing strategist is an external expert who partners with businesses either on a project basis or through long-term engagements. Unlike full-time employees, these professionals, including consultants and fractional CMOs, provide high-level expertise and strategic guidance, often becoming integral to a company’s growth over many years without the need for a permanent in-house role.

Consultants & Fractional CMOs

A digital marketing consultant or fractional CMO is more than a marketer—they’re a strategic advisor to the business. With their broad experience, in-depth knowledge, and business acumen, they build long-term, scalable strategies that integrate seamlessly with your business objectives. Fractional CMOs, in particular, provide executive-level expertise on a flexible basis, making them a high-value option for businesses that need senior leadership without the cost of a full-time hire.

A few advantages of working with fCMOs and consultants include:

• Strategic Leadership: Consultants and fractional CMOs focus on long-term goals, developing marketing strategies that align with your overall business vision.
• Proven Expertise: With years of industry experience, advanced education, and a track record of delivering results, consultants bring a depth of knowledge unmatched by other options.
• High ROI: Experienced professionals such as this have usually helped businesses achieve exponential growth—like reaching $1 billion in new business—through strategic, data-driven marketing roadmaps.

While this generally means you’ll achieve excellent results, it’s important to remember that these professionals often come with:

• Greater Investments: You’ll need to focus on ROI and be prepared to invest in your marketing strategy.
• Additional Specialists: A consultant or fCMO won’t generally do all the marketing for you. They’re the visionaries. That means if you don’t have a full in-house digital marketing team already, they’ll likely be helping you build one out using a mix of in-house and outsourced talent.

Freelancers

Freelancers are often project-based, offering specialized skills in specific areas like SEO, content creation, or social media management. While freelancers can be a cost-effective option for businesses with specific needs, they typically focus on short-term execution rather than overarching strategy.

A few advantages of working with freelancers include:

• Cost-Effective for Short-Term Projects: Freelancers are a good fit for businesses that need specialized, tactical execution without a long-term commitment.
• Specialized Skills: Freelancers often bring niche expertise in areas like PPC, content marketing, or social media, making them valuable for executing particular tasks.

However, freelancers are often less experienced than a consultant or fCMO, which means they’ll have:

• Limited Strategic Insight: Freelancers generally handle execution rather than long-term planning, making them less suited for businesses seeking growth-oriented strategy.
• Management Needs: Someone has to oversee the work of freelancers, which can put pressure on business owners and take time away from strategy.

Digital Marketing Agencies

Digital marketing agencies are often a go-to solution for companies looking to outsource a range of marketing tasks. Agencies offer a team-based approach, providing specialists in areas like SEO, paid media, and content marketing. While they can manage large-scale campaigns and offer scalability, they may not provide the personalized attention and strategic depth businesses need to thrive.

A few advantages of working with agencies include:

• Comprehensive Services: Agencies provide access to a wide range of specialists, enabling them to handle diverse marketing activities at once.
• Scalability: Agencies can adjust their efforts to meet the needs of both small and large campaigns, offering flexibility in execution.

That said, there are tradeoffs for these benefits, such as:

• Less Personalized Attention: With many clients to manage, agencies often rely on standardized processes, which can lead to less customized solutions.
• Execution Over Strategy: Agencies are typically focused on tactical execution—managing campaigns, tracking KPIs, and reporting results—rather than building long-term business strategies. This limits their ability to provide the strategic insights and business alignment that consultants and fCMOs offer.
• Limited Skill: Agencies don’t typically have employees who are skilled in each area, so they may offer services outside their area of expertise or may even outsource those tasks to a third party who has no contact with your business, which can hurt branding and long-term results.

In-House Digital Marketing Strategist

An in-house digital marketing strategist provides full-time focus and continuous integration with your company’s internal teams. While in-house teams may develop deep knowledge of your business, they may not have the same level of exposure to a variety of industries and strategies that an external consultant or agency brings.

A few advantages of working with in-house talent include:

• Continuous Focus: An in-house strategist can dedicate their time exclusively to your business, ensuring alignment across departments.
• Deeper Company Knowledge: Over time, an in-house strategist can gain a strong understanding of your company’s culture, goals, and long-term vision.

Again, though, there are tradeoffs for these benefits, such as:

• Limited Industry Exposure: In-house teams may not have the same breadth of experience or the ability to adapt to changing trends as external experts.
• Higher Costs: Full-time staff come with additional expenses, including salaries, benefits, and training, making this option more costly for businesses.

Which Option Is Right for You?

Choosing the right digital marketing strategist depends on your company’s specific needs, goals, and resources. If your business is seeking high-level, strategic guidance and long-term growth, a contracted consultant or fractional CMO offers the best value.

Building a Successful Long-Term Relationship with Your Digital Marketing Strategist

Whether you’ve partnered with a consultant, fractional CMO, or another contracted strategist, the success of the relationship often depends on creating a foundation of trust, collaboration, and clear communication. A strong long-term partnership with your digital marketing strategist not only ensures smoother operations but also allows for more strategic insights as they become more familiar with your business goals, values, and challenges.

Open and Transparent Communication

Establishing clear lines of communication from the beginning is essential. Share your business objectives, marketing goals, and any challenges you’re facing. This will enable your strategist to offer solutions that are aligned with your vision. Schedule regular check-ins to assess progress, discuss any shifts in strategy, and review performance metrics. Transparency builds trust, ensuring that both you and the strategist are aligned.

Define Clear Goals and Expectations

Set clear, measurable goals from the start to foster a productive long-term relationship. Whether it’s lead generation, sales growth, or brand awareness, both parties should agree on the KPIs that will measure success. Regularly revisiting these goals and adjusting them based on business needs will keep the strategy aligned with evolving priorities.

Collaborate on Strategy Adjustments

Digital marketing is constantly evolving, and strategies need to adapt to new technologies, market conditions, and trends. Keep an open mind when your strategist suggests changes or pivots based on data and market insights. Flexibility and collaboration ensure that your marketing efforts stay relevant and effective in a dynamic environment.

Leverage Your Strategist’s Expertise

Your strategist brings a wealth of knowledge and experience to the table. Take full advantage of their insights by involving them in key discussions, not just about marketing but also business growth, product launches, and competitive positioning. Strategists can provide value beyond marketing, acting as trusted advisors who help shape broader business decisions.

Commit to Continuous Improvement

Successful long-term partnerships are built on a commitment to continuous improvement. By working together over time, your strategist will gain a deeper understanding of your business, enabling them to provide more refined strategies and insights. In turn, your company should be open to optimizing processes, adopting new technologies, and exploring innovative marketing solutions as recommended.

Get Help Refining Your Digital Marketing Strategy

As a marketing consultant and educator with a background in both business and marketing, I’m a huge proponent of data-driven strategy. I’ve helped some of the world’s biggest brands reach new heights, and I welcome the opportunity to help your company grow, too. Connect with me, and let’s explore the possibilities of strengthening your digital marketing strategy together.

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