Digital Authority Partners (DAP) is an award-winning digital services company that provides San Diego organizations with the high-quality, affordable fractional marketing services they need to set their brand up for sustainable success.
Fractional marketing leadership is an affordable solution whereby an organization can “rent” the services of an experienced, effective marketing leader with a track record of success as a Chief Marketing Officer (CMO). This fractional leader, available on a limited and affordable contract, can give your marketing department the tools and the direction they need to help your business scale, profit, and prosper.
Healthcare organizations used to have it easy as far as marketing goes. Remember, marketing is about your brand finding its way to the “top-of-mind” position for your customers. When communities had just one local or regional medical center, emergency room, or clinic to choose from, it wasn’t hard to be on top.
Well, those days are over. Regional medical centers face competition from telemedicine and retail healthcare providers. While telemedicine and retail healthcare providers face challenges in conquering their respective niches. Every healthcare organization needs serious, experienced marketing leadership to compete.
Healthcare companies depend heavily on digital marketing, but traditional channels of marketing can also have an impact on healthcare organizations. It’s important to pick a San Diego fractional marketing agency that takes a holistic approach to audience engagement and brand enhancement.
Content is everything when it comes to healthcare marketing. Consumers take their health seriously and have pressing questions about their wellbeing when they seek healthcare service providers. One of the best ways a healthcare organization can distinguish itself is by offering informative and authoritative content that puts their minds at ease.
Fintech startups typically have financial wizards and tech geniuses to spare, but marketing excellence requires a completely different skillset. The most disruptive fintech solution in the world is no use if nobody hears about it.
If a competing solution—even an inferior solution—achieves that coveted top-of-mind real estate, that game is over. Disruptors and would-be disruptors owe it to themselves, their backers, and their future users to take marketing seriously.
Fintech startups are often made of lean, hungry teams. The marketing team, if it exists, could be a skeleton crew. C-level execs and founders better suited to other jobs may struggle to provide leadership to the marketing team, basically building the plane while they fly it. A San Diego fractional marketing agency can provide the kind of expert marketing leadership the organization sorely needs—at a fraction of the price of hiring a CMO.
Fintech organizations need a serious approach not only to brand awareness but also a key and oft-overlooked component of marketing—brand trust. Users and regulatory bodies will want to know how your organization handles sensitive personal information.
In the era of ivy-coated prestige and limited competition, marketing higher education used to be easy. There was only one university in town, international relocation was uncommon, and e-learning wasn’t a thing. What choice but the local college or university did prospective students have?
Those days are long gone and there are more opportunities for education than ever. With thousands of universities and colleges to choose from in the US alone, e-learning globalizing the market, and upstart colleges jockeying for market share, institutions of higher learning need to compete in the marketplace in a way that they haven’t had to in the past.
Universities, especially smaller ones, can reap significant benefits from fractional marketing services. With smaller endowments and less tuition revenue, they rarely have the spare cash for C-level marketing leadership. So how do they compete with the big institutions?
Fractional marketing leadership is an affordable way to get the same level of marketing acumen on their team as the most prestigious universities in the world. In fact, with the right content, messaging, and digital footprint, they might even steal market share from grand old institutions that are resting on their laurels. Good marketing never rests on its laurels, and neither do good San Diego fractional marketing agencies.
Law offices and attorneys are competitive by nature—that’s how they win cases, win arguments, and win negotiations. But they often struggle to win in the competitive arena of marketing. It’s not that they aren’t good at what they do … it’s just that a weaker law firm with better marketing messaging and brand awareness will beat a stronger law firm any day of the week.
With all the resources they devote to winning cases, law firms often fall behind in their marketing. Even if they have a dedicated marketing team, they may lack leadership. Attorneys who try to lead their own marketing teams often find that the skills that make them great attorneys don’t always translate to marketing. Prospects don’t want to hear legal jargon—they want to have confidence in their outcomes.
That’s why SEO and content marketing matter so greatly for law firms. Anyone can buy their way to the top of a SERP with SEM, but it takes an authoritative source to reach the top in organic search rankings. Content plays such a big role in attorney marketing strategies because anxious potential clients have pressing questions. The soothing voice of a knowledgeable attorney can build significant brand loyalty in the user who discovers their content as a result of their search query.
Real estate is one of the oldest industries in the world—there has always been land and systems of owning, selling, and renting it. But sometimes the marketing methods of real estate investors and agents seem stuck in the Dark Ages. Most real estate organizations, including proptech companies, investment firms, and brokerage firms, and real estate service providers need a marketing makeover to truly stand out.
A San Diego fractional marketing agency can usher real estate organizations into the world of digital marketing. This is where social media marketing, SEO, and content marketing can give them a significant edge over competitors. Digital marketing has the advantage of being scalable. It can also be geo-targeted with micro-precision to put a message in front of people in certain desirable geographies or who are seeking their specific services.
The trend in real estate brokerage, investment, and services tilt in the favor of lean organizations—often to the point where they have no marketing department or one team member at best. Fractional marketing services offer an affordable solution that helps firms gain a competitive edge, even over much larger firms.
Efficiency and automation are the name of the game in professional service agencies. This is true for accountants, financial advisors, and architects alike. Professional service organizations cut costs by creating the leanest organizations possible, enabling them to focus on serving their clients to the best of their ability.
Unfortunately, their marketing efforts tend to suffer as a result. They usually have some resources—automated or outsourced—devoted to digital marketing. There isn’t dedicated attention to SEO, SEM, social media presence, and content that they need to rise to the top of search queries. How could there be? If they have a marketing team at all, there is no leadership—because they don’t have the budget for that kind of employee.
Fractional marketing services can be an incalculable resource to professional services agencies, outfitting those responsible for building the brand with the tools they need to do it right.
Fractional marketing agencies can help professional services scale their lead generation efforts, as well as track conversion KPIs to identify opportunities for optimization and further scaling. In other words, they can provide professional service organizations with what they need to take it to the next level.
Have questions about fractional marketing for your San Diego firm? Schedule a consultation with a DAP expert today and find out what we can do for your business.
We’re Experienced. We provide marketing teams with the missing piece that makes it all fall into place—C-level leadership seasoned in the marketing departments of enterprises and Fortune 500 companies.
We Deliver On-Time and On-Budget. Fractional marketing services are all about time and budget. We define the parameters of your fractional marketing leadership needs and set goals we can achieve in the required time, at the allotted budget.
We’re Award-Winning. DAP’s marketing efforts have been honored with several prestigious industry awards. We wear that accomplishment with pride and humility—a commitment to live up to that recognition with continued excellence.
We’re Future-Focused. Our fractional marketing services are designed not just to produce results in the short-term, but to set up your marketing team for sustained success in the future.
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Marketing is a big umbrella. People talk about it all the time, but do they really understand it? How is marketing different from “sales” or “advertising?”
DAP understands that “marketing” encompasses every activity that might cause your brand to become “top-of-mind” in your prospects’ consciousness, so they think of your brand first when they think of your industry.
But how do you do that? For people without marketing expertise, it’s like trying to wrap your arms around smoke. DAP’s San Diego fractional marketing agency has the expertise that many organizations lack. We can marshall the vision, rally the team, and create an actionable roadmap to increased brand awareness and trust.
Digital marketing isn’t the only category of marketing to consider, but it is certainly one of the most important ones. The average adult spends hours every day on digital devices, littering the internet with data about their preferences and buying behaviors that digital marketing experts can follow like a breadcrumb trail to target the right message to them.
DAP stays on the cutting edge of the best digital marketing practices—what works, what no longer works, what channels work best for which organizations, and which will produce the best ROI. We know how to optimize, analyze, and quantify digital marketing campaigns for maximum effectiveness.
DAP understands that outcomes follow processes. The same effort with the wrong process can produce a much lower ROI or even fail. One of the biggest benefits of working with DAP’s San Diego fractional marketing agency is to match the right campaign with the right process.
We know how to arm you with the right digital and practical tools, workflows, and automations to maximize the efficiency of every marketing process. We know where to put the money so it will do the most good, and how to teach your marketing team to continue those processes to sustained success after your fractional marketing services end.
One of the key selling points of San Diego fractional marketing services is the limited scope of the services. Your brand gets world-class marketing leadership without having to pay the salary and benefits required by a full-time CMO.
But what happens when the CMO’s contract is up and your CMO-for-hire leaves? The in-house marketing team must be able to finish what your fractional marketing leader starts.
At DAP, our highest priority is the sustainability of what we put in place. Doers do, but leaders lead. The first, last, and middle priority of your CMO-for-hire is to make sure your marketing team can stand on its own two feet and scale to maximum profitability.
“Key performance indicators” (KPI) are the data points you can track to determine whether your marketing campaign is working. Not every data point available is a KPI—you have to pick which are the right ones to track, and then to know what you are looking for.
DAP draws upon its extensive experience to install the right analytics tools, identify the right KPIs, and set realistic benchmarks of what kinds of movement in the KPI represent milestones of success. We teach your marketing department to show their work, track their results, and respond to changes in the data to correct course as needed.
