What is AI, and what is its impact on the digital marketing industry?

Artificial Intelligence (AI) is a technology that has been evolving rapidly in recent years and has had a major impact on the digital marketing industry. In this article we are going to explore what AIs are, their impact on the digital marketing industry and how they can be a supportive tool for digital marketing professionals.

What are AI’s?

AI’s are systems that are designed to simulate human intelligence and to perform tasks that traditionally required human intervention. These systems can learn, reason and make decisions on their own, AI can process large amounts of data and perform complex analysis, making it a valuable tool for digital marketing.

AI’s are having a significant impact on the digital marketing industry, as they are enabling digital marketers to automate tasks and gain valuable customer insights faster and more efficiently. In addition, they are helping digital marketers personalize content and advertising messages according to customer preferences.

What would happen to designers and artists with the rise of AI’s?

One of the most common concerns about the impact of AI on the digital marketing industry is that it will replace designers and artists. Some people believe that AI can create designs on its own, which would make designers and artists obsolete. However, this is not entirely true. While AI’s can create content, including images, videos and music, they cannot match human creativity, originality and talent. Designers and artists still have an important role to play in the digital marketing industry, as their ability to create unique and emotional designs cannot be replicated by a machine.

It is important to note that AI’s are not the replacement for human roles in the digital marketing industry. AI’s are a tool to improve the efficiency and effectiveness of digital marketing, but it still takes human talent and creativity to make a campaign successful. AI can be a powerful tool, but they still rely on the talent and expertise of marketers to create effective strategies.


AI can process large amounts of data and help designers create foundations for their designs that are tailored to the specific needs of the target audience, and AI can perform real-time analytics and help community managers make informed decisions on how to improve the performance of an advertising campaign. Similarly, AI’s can also be a support tool for copywriters by generating content ideas and creating messages that resonate with the target audience.

New opportunities and careers that come with AI’s

The increased use of AI in the digital marketing industry has also created new opportunities and professions. Marketers who are experienced in the use of AI’s have a competitive advantage in the job market. In addition, the demand for professionals who can work with AI’s is increasing, creating new opportunities for recent graduates and those seeking a career in the digital marketing industry.

In conclusion, AI’s are transforming the way businesses engage with consumers in the digital marketing industry. While there is concern that AI’s will replace designers and artists, this is not entirely true. AI’s have arrived to support digital marketers in their daily tasks, not for the replacement of their talent and creativity. Furthermore, the increased use of AI in the digital marketing industry is creating new opportunities and professions, which we should see as an opportunity to change the way we do things and optimize execution times.

What do you need to work as a freelancer?

To work as a freelancer, you’ll need a set of skills and tools that will allow you to provide a valuable service to your clients. Some of the things you may need include a background in a specific field, such as graphic design or software development, as well as a good understanding of how the freelance market works and how to attract potential clients. It’s also important to have a good work ethic and be able to manage your time effectively to meet deadlines and deliver high-quality work.

A freelancer can have greater flexibility in scheduling, but there are also challenges that come with this type of work. If you are interested in working as a freelancer it is important that you keep the following in mind:

Training and skills:

In order to offer a valuable service to your clients, you need to have training in a specific field. The most common careers that work as freelancers are; graphic design, social communication, engineering, among others. It is also important that you are constantly learning and improving your skills to keep up with the latest market trends and technologies.

Understanding the freelance market:

Freelancing is not just about offering your skills or services to anyone who needs them. You should also understand how the freelance market works and how to find the right clients for you, which can include creating a portfolio of past work, defining a niche market and using online platforms to find jobs.

Time management and organizational skills:

Freelancing means you are your own boss, which can be both liberating and overwhelming. You must be able to manage your time effectively, organize your work to meet deadlines and deliver high-quality work. Using tools such as calendars and to-do lists will help you stay focused and on track.

Work ethic and professionalism:

When you work as a freelancer, you are the representative of your own brand and your reputation is vital. It is important that you have a good work ethic and that you are professional at all times, from how you communicate with your clients to how you deliver your work. This way you will build lasting relationships and get more work in the future.


Be organized and responsible:

Remember that you are your own boss, so you must be able to keep a schedule and meet your commitments without needing someone else to remind you.

Have skills and knowledge in your area of work:

The skills and knowledge you have in your field should be the differential for your clients to choose you.

Be good at communication:

You will be working directly with your clients, so it is important that you are good at communication and know how to maintain a good relationship with them.

Have a network of contacts:

Having a network of contacts in your field can be very helpful in finding new clients and job opportunities.

Be proactive:

As a freelancer, you should be proactive and constantly looking for new clients and work opportunities to ensure you have a steady stream of income.

How much to charge as a freelancer?

Excellent question, right? When we start in the freelance modality, perhaps one of the most critical aspects is precisely how much to charge as a freelancer. Being linked to a company under the traditional contract model, you forget about the administrative burden that this entails, contract preparation, affiliations, supplies, supplies and, of course, salary allocations. Pricing your work is a task that requires objectivity and a cool head. You cannot expect to become a millionaire with your first contract, but neither can you undervalue your skills and experience.

Being a freelancer in Colombia brings many challenges and one of them is to change the mentality of the employer or contractor, if you are independent does not mean that you do not have additional costs and expenses to your fee to perform your work efficiently and neither that hiring you under a freelance contract will be more expensive for the company. The value you charge for your services should include, among others, not only those tangible expenses such as the tools and/or materials you use to perform it, but also include intangible expenses such as your experience, your expertise and something very important, your time.

In order to manage to cover all that is required in your rate, let’s review the following variables:

Organize your time:

You must be clear about the hours you will dedicate to your work, daily, weekly and even monthly. Keep in mind that one of the greatest benefits of being a freelancer is that you can manage your time, don’t waste it!

Check the characteristics of the client or project:

We are all a different universe and in the work area universes are infinite. Do not standardize your work method for all clients. Each one will have its own needs and requirements, so the rate may not be the same.

Delimit the scope of your proposal:

When we present a proposal to a potential client we intend to cover their needs from all sides, however, we must be clear about those that are part of the rate offered. Generally, the client has in his head the project in general, without breaking down the details, so you must be very clear on the limits of the project, without forgetting that if the client insists on certain parameters being met and these are not included in the initial proposal, we will have no problem in adding them ratifying their extra value.

Keep yourself informed about market rates:

Although we cannot merge the rates of freelance services, even if they are in the same field of action, we should not leave aside the average of these. Don’t be afraid to ask a colleague for help, remember that sometimes seeing from the outside helps to have a broader context.

Recognize the profitability of your services:

When you make an investment, whether it is represented in time or money, you expect to receive some kind of return. Therefore, when investing in a project you should recognize in advance those advantages that you will perceive at the end of the project.

Payment of taxes and legal expenses:

Even if you are a freelancer you cannot get rid of the legal part, although we deny it, the administrative burden in this area is high and, in general, you must resort to a specialist to take care of it and do it correctly and on time.

Remember that to stay current, you will have to continue training and specializing in certain tasks, so that your clients will become loyal to you and will prefer your work over others. There will always be someone who offers their services at a lower cost than yours, but keep in mind that what you do is unrepeatable and you are the only one who can give it that stamp.

Freelance contract: What is it and what is it for?

In general terms, a contract is a pact between two parties which stipulates certain obligations and rights that must be fulfilled reciprocally, likewise, we understand that a freelance collaborator is one who works independently or autonomously, now, this does not mean that the freelance collaborator walks around the company without limits or rules, quite the contrary! The freelance collaborator has described in detail his tasks and guidelines even long before starting his work. This begs the question: What is a freelance contract and what is it for?  We will see.

Nowadays, companies have developed a taste for requesting specific results from their collaborators when executing a project, and it is there where those who do it under the freelance modality are present. Being freelance in Colombia opens up a wide range of possibilities in terms of the companies in which you can work, since this modality allows you to be present in several companies simultaneously. If you are a company and you use this modality, you will be able to have in less time and cost, several projects at the same time.

What is a freelance contract?

The freelance contract helps you to avoid having a bad time with your collaborators or as a collaborator, it is important to be clear about the details and conditions of the work to be done and this is achieved by establishing the parameters of the labor contract. Freelance contracts are useful for both parties involved to be clear about the details and limits of the contract, so it is essential that it contains, at least, the following information

Fees and rates:

Both parties will have in mind from the outset, the money they will disburse or receive upon completion of the work.

Delivery dates:

As a collaborator you will be able to plan in detail the execution of the work to be done.

Duration of the contract:

This point provides mutual trust, since the duration of the project is known from the beginning. It brings certainty to the execution, since it reduces the risk, for both parties, of extending delivery dates, both of information on the part of the contractor and of the final result on the part of the collaborator.

Time planning:

Being a freelance collaborator you will have the opportunity to execute several contracts at the same time without losing sight of any of them. And from the contractor’s view, you can execute simultaneous contracts efficiently.

Clear contacts:

When starting a project you must establish who will be the source and receiver of the information, so both parties will have the certainty that the information shared is accurate and the risk of misunderstandings and re-processing is minimized.

¿What is a freelance contract for?

What is a freelance contract for?

In short, the freelance contract is the roadmap used during the execution of a project, both for the contractor and the collaborator, helping to establish prior to its development: duration, limits, obligations of the parties, costs and payments in terms of amounts and deadlines. It also helps to generate a part of confidence in the elaboration of the work, the contractor will know that what he requested will be done in the time and characteristics required and will start with established costs and the collaborator will know what he must do, how he must do it and how much he will receive for it.

To conclude, we can add that the freelance contract provides transparency to contracting processes and execution of projects, thus achieving fluidity in the development of specific jobs that require experience and knowledge that is not available within the company, making internal collaborators to fully develop their functions helping the company to meet the proposed objectives.

¿How do you create a marketing plan?

Once you get the feeling that engaging your buyer person is easier and you can see that your current customers are loyal to your services, we can assume that your marketing plan is a success. Now, if that doesn’t describe your reality, this article might help you figure out why.

Let’s first establish what a marketing plan is: it is what defines the goals and objectives of your company, in order to direct it in the most effective and efficient way possible, through actions and procedures in line with your company’s focus. Easy! But how to do it?

Although we will not find the ideal step by step to achieve the perfect marketing plan, we can gather in four aspects what must be done to achieve it.


This first step must be carried out conscientiously, observing the company from all existing points of view;

  • Internally, to know the real state of the company, including its human resources.
  • In front of your competition, how we see ourselves in front of them and how others see us, quality, prices, fulfillment, etc.
  • In social networks and digital media, to evaluate the quality of the company’s presence and quantify it versus the most relevant and in line with the economic activity of the company.


The process of a customer facing your company consists of the customer finding you, being convinced that you are what he needs, acquiring your service or good and then doing his best work, the “voice to voice”, this process is known as Customer Journey. Therefore, your company’s objectives must be linked to these actions, remembering that they must be measurable, real, achievable and concrete. Keep in mind that some objectives may be too big, but you should not abandon them, to be able to set them divide them into smaller objectives, so they will be much more in line with the capacity of your company and will be able to meet the primary conditions of an objective.


This step is composed of several actions:

Define what makes you different from others, this will make you focus on what really matters and not have the possibility of digressing, and you will be able to identify it since it is what the customer finds in you, which could not be offered by your competitors.

  • Define the price of your service or product, remember that not always the lowest price is what makes a customer is inclined to what you offer, also today the customer has the opportunity to compare online prices almost immediately. What is really important is that the economic value of your product or service, is consistent with the qualitative value of the same, when the customer is satisfied with your purchase the price is no longer paramount.
  • Define your sales channels, remember that these go hand in hand with the capabilities that your company has to provide support and make deliveries to your customers.
  • Define traffic channels, keep in mind that a person’s visit to your website can be totally casual or, of course, planned, so you must consider the three main traffic channels: social, those who come through social networks; organic, visits as a result of search engines; and finally, referral, natural from external websites.


Within this step you will find, among others:

  • Content marketing, it will help you in the recognition and positioning of your brand.
  • Branding development, it should be as close as possible to your objectives and be reflected in graphic form, have a logo that fully identifies the company, colors and fonts characteristic of it, and if possible, a slogan.
  • Finally you must generate the best and most detailed briefing of your company, for this you must delve into the essence of your company, what it is, what it wants, how it wants to be reflected and what it wants to achieve, once this is done the other elements of this step will be easier to develop.

As we said at the beginning, the marketing plan is not defined in a single step by step, since a series of variables and particular characteristics of each business model and the perspective of each manager come into play, what is certain is that to launch into the world of marketing you must establish this plan in one way or another. A world that is very versatile but at the same time conservative in terms of what the customer expects from a service or a product they purchase, they always want the best!

Keep in mind that for your marketing plan to yield the results you expect, it is highly recommended to go hand in hand with a freelance or digital agency, they will make the task easier for you.

SEO Agency: everything you should know before hiring one

Digital channels today are more practical and functional when advertising your business or company. As a sign of this we see that most companies already have a presence on the internet, some through their websites, others through the different social networks or in the best of cases those who have both, website and social networks; however, it is no longer enough just to be present on the internet, we have to reach as many people as possible or attract more traffic to our website and this is where we need to implement an SEO strategy.

Before we continue we invite you to read our article SEO ¿What is  and how it works?, now that we are clear about what SEO is and how it works, let’s focus on what an SEO agency is.

¿What is a seo agency?

An SEO agency is one that will help you to bring your website to the first results of search engines, especially Google being the most used, within the team or the SEO area we can find:

  • SEO Director.
  • SEO consultant or specialist.
  • SEO analyst (strategy and competition).
  • SEO content generator.

In the market we find SEO agencies that specialize in this service, likewise we find some digital marketing agencies that within their portfolio have SEO services, to say which one is better would not make much sense, really what matters is the type of professionals that each one has and that help you meet your goals as a company.

Having said that, let’s move on to the next point…

How to spot a bad SEO agency

How to detect a bad SEO agency?

A specialized or non-specialized SEO agency must comply with some important aspects that should be evaluated before hiring its services:

1. Know the client’s needs:

No matter how much experience and knowledge the SEO consultant has, listening to the client’s needs and objectives will allow him/her to propose an effective strategy; in SEO there is no magic formula, here the order of the factors does affect the result.

2. Perform an audit:

Knowing the current status of the website will allow the SEO consultant to make the changes strictly necessary to improve the performance and architecture of the website.

3. Keyword research and competitor analysis:

Selecting the right keywords is not a simple task, this is where we must be very consistent and objective, and good to understand what is happening with our competition helps us to understand the sector.

4. Monitoring and analysis:

SEO is a service that takes time to show results, therefore the report or management report is vital to understand what is happening with the actions that are executed, without these measurements is almost impossible to quantify the work of a seo consultant.

5. Miraculous results:

SEO results are not given immediately, these are given in the fourth or sixth month depending on the sector and current state of the website. You should be very cautious with those agencies that offer immediate results, these are usually achieved through bad practices (Black hat) which can cause severe penalties by Google.

You are probably thinking that many of these aspects (if not all) are part of the service to be hired and can only be evaluated in the process, so that you do not get surprises, if the SEO agency with which you are quoting does not present a work plan or a general description of the process, ask for it! with this you will already have an idea of the professionalism of the SEO agency.

What tools does an SEO agency use?

There are different tools or platforms used by seo agencies, some paid, others free, which facilitate the measurement of results and provide influential data when making decisions regarding the seo strategy that is being executed. Next, we mention the best known and their main function

  • Semrush, this is one of the most complete platforms, as it allows us to perform backlink analysis, keyword tracking and link measurements to different projects simultaneously.
  • Ahrefs, like Semrush is an all-in-one platform for SEO, the main difference is that the ahrefs database for links is more extensive.
  • Google Analytics, through this tool we measure the website traffic identifying each channel, organic traffic, paid traffic, direct traffic, social traffic, etc.
  • Search console, this tool is focused on monitoring the performance of the website and its indexing status.
  • Screaming frog, allows us to detect the most common seo problems on the website through data extraction.
  • Moz, the main feature of this platform is that it allows us to measure the domain authority, which is of great importance in SEO.
  • Google Keyword Planner, is a module within the Google Ads platform that helps us find the most relevant keywords for our business.

SEO tools are undoubtedly important to control and monitor the SEO strategies that are being implemented; however, knowing how to interpret and use all the data that these platforms provide is what differentiates a good SEO consultant from an average one.

What tools does an SEO agency use

How does an seo agency charge?

There are two ways in which the SEO agency can charge you, this depends more on the work method of each one. The first is by hours, the agency makes an analysis of the hours that each of its employees will work on the entire project (remember that to see results it takes at least four months) and thus determines a total value; the second, which is actually the most used, is to determine a monthly fee based on the activities of each month, this way you know more accurately in what you are investing your money and with the monthly report as this money gradually begins to generate retribution.

A few years ago some seo agencies charged based on results, but in the end in order to receive the money it came to light that most of them used bad seo practices which in the medium and long term affected the website, so other ways were taken in which both parties were benefited.

To conclude this article we want to emphasize that by hiring an SEO agency you are making an investment to promote and boost not only your website, it is about your company, and start reaching more effectively and efficiently to users who require your products or services, the famous qualified leads. As entrepreneurs we understand the need to see results quickly, but have a little patience, with safe and well taken steps there is no way to go back, on the contrary you will see how over time we begin to position your website and your company will be in the top results of Google.

SEO ¿What is it and how does it work?

what is search engine optimization


Since 1990 website administrators and developers were already thinking about search engine optimization; however, the term as such started to be used in 1997. It is also known as organic web positioning, because the results of this optimization depend on ‘natural’ or unpaid actions, inside (on page) and outside the page (off page), the objective of this practice is to make the website appear in the first search results or SERPS and for this each search engine manages its qualification algorithm or positioning.


Each search engine (Google, Bing, Yahoo, Yandex, among others) manages a rating system which determines which are the most effective and reliable websites for the user’s search. In the case of Google, which is the most used search engine in the world, it takes into account the following parameters to give a rating to your website:

  • Website crawlable for bots.
  • Website speed.
  • Website performance.
  • Website content.
  • Website structure.
  • On Page and Off Page optimization.

Through different tools and measurement platforms SEO consultants can analyze and determine which are the points or parts to strengthen within your website to improve the qualification and thus position it in the first search results.


The on page managements, are those that are carried out within the website, within these we have:

  • Tags, H1, H2, H3, H4… tags.
  • Meta descriptions.
  • Titles.
  • Alt tag.
  • Value content management.


On the other hand we have the off page management, which unlike the previous ones are performed outside the website:

  • Links of references in other websites or backlinks.
  • Press releases.
  • Guest Posting (Articles as guest author)

A few years ago there was the social network Google+ or also known as Google plus and being on it helped the positioning of the website within the Google search engine. Since then, some people consider social networks as an important factor for organic web positioning, but it is not really. Let’s start from the basis that to measure if our positioning in search engines (in this case Google) is improving, through Google Analitycs we measure the organic traffic, on the other hand to measure the work of social networks and their contribution in the visits to the website we take as a reference the traffic of the social channel, you see, they are two different channels, which from the digital marketing strategy contribute to the overall positioning of your website or your brand.


The result of keyword research or keyword research, is what will help us to give direction to our content strategy within the website, and remember that the content strategy is not only important for the blog, if you do not know what we are referring to or you are new here we invite you to read Content marketing in a digital strategy.

Returning to our main idea, to do an effective keyword research we must analyze two things; the first would be how I can reach people who need my services or products, how they would look for me and how those who are not looking for me can get to know me; the second is to analyze the competition, it is certainly a very good reference, but do not fall into the mistake of copying, we all do not work the same strategies.

The result of this first phase will be a large group of words that you could use, but here comes the interesting part of the exercise, you must analyze, evaluate and compare to define your main keywords, once selected you are ready to start developing the content of your website focusing on these keywords and their variations.

In conclusion without the keyword research we could not start an SEO strategy.

Content marketing in digital strategy

Content marketing has been appearing as the algorithms of search engines and other digital platforms have become more demanding; however, it is a concept or practice that has been talked about for more than 10 years. Currently it is not enough to simply be present in different digital media, you must have an active presence and provide valuable content for your customers or visitors. But content marketing is not only based on writing and to understand more about it, let’s see; What is content marketing? In what areas of digital marketing is it found? and Why is it so important?

¿What is content marketing?

It is a practice based on the creation of content that attracts, entertains and gives value to your buyer person or potential customer. In order to start a content marketing plan, it is essential to be clear about the following:

  1. Who is your buyer person?
  2. What kind of content does your buyer person consume?
  3. In which platform(s) do you find your buyer person?

By understanding these three points you will be able to start elaborating the different type of content you will need for each stage of your sales funnel.

Content marketing will help you in the recognition and positioning of your brand, so that when your customer is in the consideration stage you have a better chance of being among their buying options.

“Customers today need brands and companies that talk to them, that understand them and meet their needs, beyond the economic factor.”

What areas of digital marketing are you in?

Within digital marketing we find different branches, such as:

  • Website.
  • SEO – Blog.
  • SEM.
  • Social Media.
  • Email Marketing.
  • Digital platforms.

As we mentioned at the beginning, content marketing is not only based on written content, it can be images, videos, podcasts, even infographics; and that is why we can work in all branches of digital marketing, this way you will not only have an active presence on the Internet, you are generating a community that recognizes and trusts you.

Why is it so important?

Thanks to its planning and objectives, it allows us to give our brand or company its own voice, regardless of the channel or branch we are using, it will allow our buyer person to identify us and create trust in him, making us not just another service or product provider, but an advisor who really accompanies him and understands what he needs and when he needs it. Additionally, it allows us to keep track of the actions we are carrying out and evaluate which are more effective with our clients, with which they feel more identified and what type of content they enjoy the most.

Do not worry about publishing every day, it is better to publish once a week but that this post is really important for your customer, filling it with empty content can generate a bad experience and make you lose customers.

Tell us in what branches of marketing you are working and what is or are the best format(s) for you.

Buyer Person: What is it and how to identify it?

In an ideal world, from the moment you decide to start your business or company, you should define your Buyer Person or potential customer; however, we know that sometimes when we start we have to fulfill multiple operational, administrative and commercial tasks that prevent us from focusing on strategic actions. With the passage of time this cannot become an excuse not to do it, having clear who your potential customer is will help you understand more easily the needs of your customer, where to find him and how to approach him in the right way, resulting in greater effectiveness in your strategies or actions.

So without further ado, let’s get started….

¿What is Buyer Person?

It is the description of the potential customer for our product or service, there are certain companies that due to their activities not only have a buyer person, they may have 3 or more, and therefore giving them a name and even a fictitious face will help them to identify them more easily.

Unlike the target audience, which is a general description of a group of people, the construction of your buyer person is done through real and accurate data such as; age, sex, profession, position, personal habits, preferences, their motivations when selecting a product or service and the technologies or platforms they use for information and entertainment.

To make the difference clearer, we will give you an example of each one, pretending that we are a real estate agency:

Target Audience: People between 25 and 30 years old, who live in rentals and have some kind of savings with a financial institution.

Buyer Person: Lorena is 28 years old, has recently finished her professional studies, plans to get married in a few years, has been working in a formal company for more than 5 years, within the company she is a team leader, every morning at breakfast she reads the news on her cell phone through LinkedIn or Twitter and for 6 years she has had a good credit score.

With the identification of your buyer person it will be easier for you to decide on the type of content you need, in which platforms you are going to advertise and in what tone you are going to talk to your customer, no doubt your Lorenas will feel more identified with your company and you will have more chances to close a sale.

target audience - buyer person

Now that you know what it is and the benefits it will bring you, let’s go to the next step;

¿How to identify your buyer person?

The process to identify your buyer person can be a simple and even interesting exercise, if you ask yourself the right questions. To do so, we will focus on the 3 stages of purchase:}

1. Awareness, this is the stage in which the customer identifies that they have a problem, need or objective, and evaluates whether to solve it they need to make a purchase or acquire a service.

If your company is b2b you will ask yourself:

  • ¿What type of company is it?
  • ¿What sector is it in?
  • Country or city.
  • ¿Which of the services or products I have can provide a solution?
  • Whose position would you identify the problem.

If your company is b2c you are going to ask yourself:

  • ¿Why does it need your products or services?
  • Country or city.
  • Age.
  • Gender (if applicable).
  • Job profile.
  • Schooling level.
  • Marital status.

2. Consideration, at this stage the client initiates the research process to solve their need or achieve their objective.

If your company is a b2b company, the following questions will focus on the person within the company who identified the need:

  • Responsibility of their position.
  • ¿Does he know your services or products?
  • ¿How much time elapses from the moment they identify the need to the moment of acquisition (company’s purchasing process)?

If your company is b2c:

  • ¿What are their main objectives?
  • ¿What are their interests or hobbies?
  • ¿What activities do they do outside of work or study?

And for both models the following questions apply:

  • ¿What channels or sources of information does he/she use?
  • ¿Who do you trust?
  • ¿What social networks do you use?
  • ¿What type of content do you prefer (videos, blog, podcast, webinars, etc.)?

3. Decision, after the research the customer is ready to evaluate the different options and select one.

If your company is b2b, remember to focus the questions on the person who identifies the need:

  • ¿Does he report to someone or are they reporting to him/her?
  • ¿Does he have the freedom to make decisions?

The following questions apply to b2b and b2c:

  • ¿What would he/she expect when contracting your services or purchasing your products?
  • ¿What would you value most about your product or service?
  • ¿What is your added value or differential compared to the competition?
  • ¿Why wouldn’t they choose you?

This is a general guide that will help you find your buyer person, but it is possible that during the exercise you will find specific questions that are useful for your company, include them without fear, the more concise the information is, the better you will be able to define your strategies.

Freelance vs. Digital Agency, ¿Which to hire?

Digital strategies have become in recent years, the mainstay of many companies and enterprises; its influence is such that it has opened the doors to endless possibilities to attract more and more potential customers for all types of businesses; however, when you are at the beginning of the process can always arise a central question: What kind of professionals to hire for the project, a Digital Agency or a Freelance service? If this is your case, don’t worry, in our article we will help you to solve this doubt.

The basis of any digital and online marketing project depends largely on the professionals who will execute the necessary activities to take a business to the next level. There are those who bet more on Digital Agencies, while others prefer the versatility of Freelance services, a group of professionals that, by the way, is increasingly booming. However, the choice of one or the other depends on some factors that we will explain below.

First step: What do I need for my project?

Before choosing your digital service provider, you should first ask yourself some questions. Being clear on the basics will help you make the best decision, so think about the following:

  • ¿What budget do I have?

The budget you designate for your project will define the scope of what you can or cannot hire. Undoubtedly, the market is quite competitive, but when it comes to prices, Freelance service collectives are ahead, since they offer affordable prices especially for entrepreneurs and SMEs, compared to Digital Agencies whose costs are managed according to a specific fee, generally non-negotiable.

  • ¿What kind of activities will be executed in the project?

Digital strategies are available to all projects and businesses; however, not all of them need the totality of such strategies, that is, each project is different, starts from a different point and has particular characteristics, although they share the same purpose: to grow, expand in the market and finally, to sell.

In a few words, your project may initially need advice and execution in branding issues and a full digital SetUp, or you may have advanced a long way and only need a positioning strategy, reach or diffusion. Depending on your needs, you should consider whether you require a group of professionals, as in the case of freelance collectives, or an entire Digital Agency.

  • ¿How urgent is the execution of my project in terms of time?

Every project has some execution times and must follow a process, but, if you need speed and quality, Freelance services take the crown again, because these professionals usually spend much more time in the execution of activities in favor of the results and requirements of the client; however, if time is not a problem and your project can move forward gradually, Digital Agencies are usually an option, since their employees must alternate to several projects, meet fixed working hours and execute activities under production schedules.

Freelance vs. Digital Agency

Once the previous questions are clear, let’s go to the second step;

Second step: Analyze its characteristics.

Freelance services or collectives:

These professionals separately offer the execution of specific activities, i.e., you can find a freelance designer that only supplies your need for the creation of graphic pieces for social networks, websites and others, but together they compose collectives that unify expertise to develop a project autonomously, where they are responsible for managing their time, work, quality and results. Among its characteristics we find:

  • The costs of services are usually more competitive in the market and more affordable, so they are ideal for entrepreneurs, small and medium enterprises.
  • Generally you pay for results, not for hours of work.
  • You can find from an independent professional to supply one of your needs, as well as collectives that are composed of various professionals who are assigned according to your requirements and the specifications of your project.
  • You get quality results and excellence.

Digital Agencies:

Agencies are companies specialized and dedicated to offer digital marketing services in a wide range of areas of expertise; likewise, they have the necessary tools and human capital required to execute various projects alternatively. The Agencies are characterized by:

  • They have a multidisciplinary team for the total execution of a project.
  • They have the necessary platforms, tools and systems to adapt them to the needs of large projects.
  • Their costs are usually high.
  • The costs are established according to a fee.
  • The execution of the project is coupled to a predefined schedule.

Taking into account the above points you can choose the best option, remember, both parties have trained professionals and experts, the quality will always be optimal, but the main difference is in the execution times, costs and platforms. Therefore, analyze your project, define what you need and choose the option that best suits your goals.