- Diagnosis and plan
- Fractional CMO
- Growth system
Strategy & brand · Consultancy and fractional CMO
Marketing consultant in Mallorca: a clear plan for where you grow next
SERMAN is a digital marketing consultancy based in Palma de Mallorca. We analyse your market, order your channels and budget and lead delivery as your fractional CMO, so every marketing euro has a clear purpose and a way to measure it.
Personal reply, No obligation, English, Español
What it is
What a digital marketing consultant does
A digital marketing consultant decides what your business should do to grow online, in what order and on what budget, then makes sure it gets done. With SERMAN as your marketing consultant in Mallorca, you get an honest diagnosis, a digital marketing plan, a prioritised roadmap and a system to measure and adjust.
Customers no longer follow a neat funnel: they ask an AI assistant, compare reviews, watch short videos and check Google Maps before getting in touch. That is why a digital marketing strategy today is built for a market where AI sits between you and the buyer.
Hire us for a fixed project or as your fractional CMO. Delivery draws on specialist services such as Google Ads and analytics and tracking, coordinated through one plan.
In depth
Market and audience: who buys and how they decide
Every digital marketing strategy starts with who buys, where they are and how they decide. We define your priority segments, markets and languages, and the questions customers ask before contacting anyone.
A buyer in the UK, Germany, the Nordics or the Netherlands doesn't search or trust like one in Madrid. And many comparisons now start in an AI answer: in Spain, Google's AI Overviews launched in March 2025 and AI Mode arrived in Spanish in October 2025. We check what they say about your category and brand.
- Segments and buyer profiles, with their motivations and objections.
- Priority markets and languages, weighted by business value.
- Real questions asked in search, on social and in AI assistants.
In depth
Channel map: be where your customers search
Search is scattered: customers may find you on Google or Maps, or in an AI answer, a short video, a marketplace or a review site. The channel map decides where to be, with what goal and what share of budget, instead of everywhere at once.
In Spain, Google remains by far the dominant search engine, so it is almost always the foundation. From there we prioritise by sector, margin and sales cycle.
- Google and Maps: organic search, your business profile and ads to capture existing demand.
- AI answers: Google's AI Overviews and AI Mode, ChatGPT, Gemini, Claude, Copilot or Perplexity, where visibility is built through GEO and AEO. Since 24 August 2026, ChatGPT has shown contextual ads in Spain on its Free and Go plans, which we cover in AI advertising.
- Social search: TikTok, YouTube and Instagram, where many people look for opinions and demos.
- Marketplaces and reviews: Amazon, TikTok Shop (in Spain since December 2024), Google, Tripadvisor or Trustpilot.
- Online travel agencies: Booking.com or Expedia for hotels, balanced against direct bookings.
In depth
Planning around seasons and demand cycles
A good plan follows the real calendar of your demand. We map when customers research, buy and disappear: slow-burn work such as SEO and brand is prepared early, and media spend peaks with buying intent.
Seasonality in Mallorca is extreme: hotels, restaurants and activity businesses need content and campaigns ready well before summer, while the low season is for rebuilding the website and testing messages. Other sectors have their own cycles, such as Black Friday or B2B budget sign-off.
In depth
Fractional CMO: marketing leadership without a full-time hire
A fractional CMO leads your marketing part-time: setting strategy, prioritising budget, coordinating your team and suppliers and reporting to the owners. It fits when you need senior judgement but not yet a full-time marketing director.
We work to scopes defined by deliverables, monthly or per sprint, not open-ended hours. If you already use other agencies, we bring them under one plan and one dashboard. An AI programme for your team runs through our AI strategy and training.
- Weekly: operational check-ins with your team and suppliers.
- Monthly: a leadership meeting, KPIs and budget decisions.
- Quarterly: a review of the roadmap and priorities.
In depth
Growth marketing: a system of experiments, not guesswork
Growth marketing applies the experimental method to the whole customer journey, from acquisition to repeat purchase. We write hypotheses, rank them by impact, confidence and effort, test them against a success criterion set in advance and scale only what proves itself.
Every experiment is documented, win or lose. Many tests run on the website through conversion rate optimisation; others concern messages, offers or channels.
What's included
What our consultancy includes
Deliverables that stay with your business, whatever the format.
360° diagnosis
Business model, channels, ad accounts, analytics, website, competitors and AI presence.
Audience study
Segments, markets, languages and buying journeys.
Positioning and messaging
Value proposition by segment, aligned with branding if the brand needs to change.
Digital marketing plan
Goals, channel map and budget by channel, in a short, actionable document.
Quarterly roadmap
Initiatives ranked by impact and effort, with owners and dates.
Demand calendar
Seasons, launches and a month-by-month investment rhythm.
Dashboard and backlog
KPIs in Looker Studio on data you own, plus a live experiment log.
How we work
From diagnosis to delivery, step by step
A quarterly cycle, set out in our method.
Phase 01 / 05
Discovery
Goals, margins, team capacity and access to your accounts.
Phase 02 / 05
Diagnosis
Analytics, channels, competitors, website and AI presence.
Phase 03 / 05
Strategy and roadmap
Positioning, channels, budget and priorities, signed off with leadership.
Phase 04 / 05
Led delivery
Your team, our specialists or other suppliers deliver; we coordinate and measure.
Phase 05 / 05
Quarterly review
What we learnt, what we scale and where the budget moves next.
The SERMAN approach
Why trust your strategy to SERMAN
Every channel in one plan
Search, maps, AI, social, marketplaces and reviews, assessed together.
Human judgement, AI as a tool
AI speeds up analysis; strategic decisions are signed off by a person.
Bilingual and international
Native English and Spanish, for local and international customers.
What it is not
What this consultancy isn't
- Not a PDF plan that gets filed away: it comes with a roadmap, owners and reviews.
- Not a growth promise: we commit to a method and honest measurement, not percentages.
- Not growth hacks that stand in for a clear offer.
- Not a route to grants: Spain's Kit Digital no longer accepts applications.
What we measure
KPIs and governance: how we know the plan is working
Business metrics with a named source and owner, reviewed monthly.
Qualified leads and sales
Opportunities, bookings or orders by channel and market.
Acquisition cost and return
Cost per customer and return on ad spend.
Brand demand
Branded searches and direct traffic over time.
Search and AI visibility
AI impressions in Search Console and Copilot citations via Bing Webmaster Tools.
Learning velocity
Experiments completed and roadmap initiatives closed.
Tools & platforms
Tools we work with
- Google Analytics 4
- Looker Studio
- Google Search Console
- Bing Webmaster Tools
- Google Trends
- Semrush
- Meta Ad Library
- HubSpot
- Microsoft Clarity
- Notion
Who it's for
A particularly good fit if…
- You run an SME or family business without an in-house marketing director.
- You invest in ads, social media and a website, but nobody connects the pieces.
- You're launching a product, entering a new market or selling in another language.
- Your business is seasonal, such as a hotel, restaurant, training centre or shop.
- You're a tech company that needs a go-to-market strategy.
Compliance
A plan built to comply
Applied by default; not legal advice.
Cookies and consent
Spain's data protection authority (AEPD) says rejecting must be as easy as accepting; we measure with Consent Mode v2.
AI transparency
Since 2 August 2026, Article 50 of the EU AI Act has required chatbots and voice agents to tell people they are AI, unless it is obvious.
Accessibility
Spain's Law 11/2023 has required accessible consumer e-commerce since 28 June 2025 (micro-enterprises exempt).
Environmental claims
Since 27 September 2026, EU rules have banned generic claims such as ‘eco’ or ‘sustainable’ without recognised excellent environmental performance.
Industries
Where we apply it
Professional, Financial & B2B Services
Marketing for law, tax and advisory firms, financial services and B2B companies: citable expertise, AI visibility, LinkedIn and a measurable pipeline.
Tech, SaaS & Startups
Go-to-market strategy, AI answer visibility, LinkedIn, lifecycle automation and pipeline measurement for startups, SaaS and tech companies.
FAQ
Frequently asked questions
What does a digital marketing consultant do?
They analyse your business, market and channels, decide what to do and in what order, and define how to measure it: a diagnosis, a plan, a roadmap and a dashboard. As a fractional CMO, the consultant also leads delivery.
What is a fractional CMO?
A part-time marketing director who sets strategy, prioritises budget, coordinates the team and agencies and reports to leadership. It suits SMEs, family businesses and start-ups that need senior judgement without a full-time hire.
How do you build a digital marketing plan for a business?
Start from business goals; study the market, audience and competitors; set the positioning; choose channels and budget; build a demand calendar; and define KPIs and reviews. A good plan is short, has owners and is revisited quarterly.
What is growth marketing?
Marketing built on experiments: hypotheses about the whole customer journey, tested against a success criterion set in advance, scaling only what works. It isn't a bag of tricks but the engine behind the roadmap.
Is Spain's Kit Digital still available in 2026?
Not for new applications. Every call is closed, the last on 31 October 2025, and the programme continues only to implement and justify vouchers already granted. Our proposals don't depend on grants.
How should a business in Mallorca plan marketing around the tourist season?
Work backwards from high season: content and SEO ready months ahead, campaigns aligned with each source market's booking window, and the low season used for the website, brand and testing.
How much does a marketing consultant in Mallorca cost?
It depends on format and scope: a fixed project or an ongoing fractional CMO, markets and languages, channels, the state of your data and whether delivery is included. After a first session we send a detailed proposal.
Related services
Pairs well with
AI Marketing Strategy & Training
AI marketing strategy for teams: prioritised use cases, the right tools, human-reviewed workflows and hands-on training, with governance built in.
Branding & Brand Identity
Complete brand systems: strategy, naming, a bilingual verbal identity, visual identity and the signals that help AI describe you accurately.
Conversion Rate Optimisation (CRO)
Research, A/B testing and UX fixes that help more visitors become customers, with no dark patterns and accessibility as a conversion lever.
Analytics, First-Party Data & Server-Side Tracking
GA4, first-party data, server-side tracking and Consent Mode v2 set up properly: reliable, lawful data you own, the base for campaigns and reports.
Google Ads Management
Google Ads for the AI Max era: Search, Performance Max and Demand Gen on reliable tracking, in an account you own.
Insights
Go deeper
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Contact
Where should your next marketing euro go?
In a first session we review your goals, channels and data, then tell you what we'd tackle first and why.
Personal reply, No obligation, English, Español
Start with SERMAN
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First conversation
Diagnosis and proposal