Marketing is a fundamental component of building any business, but especially a consulting business. Clients are the lifeblood of any service based business so getting the word out about what you do and who you help is how you help your business grow.
Ideal Client
Identifying your ideal client is essential for focusing efforts on the right opportunities and maximizing success in your business. It will determine branding, marketing, services, and identify who can benefit from the services you offer. Start by assessing your expertise, the problems you solve best, what sets you apart, and who you are passionate about helping. Then consider patterns and common characteristics of past clients. Next, identify their needs and pain points including challenges they face and how you can understand their problem in order to provide a service that meets their needs. Finally, share how you will be solving their problem or making their life easier.
SEO Optimization
Search engine optimization is one way to make sure your clients know you exist. By investing in this, you will improve the visibility of your website and increase organic traffic. This makes it easier for search engines to rank your page for relevant search inquiries. Many websites builders have integrated tools to assist with optimizing your website. You can also hire someone who specializes in this area to make sure your site gets as many views as possible.
Consistent Newsletters
You can grow your audience by having a consistent, high-quality newsletter that you share at regular intervals. You can use this to share expert insights or helpful tips, highlight success stories or provide testimonials, provide industry news and updates, include special offers or promotions, advertise upcoming webinars, workshops, or events, spotlight new services or products, and much more! The more they see from you, the more likely they are to want to work with you when they need more individualized help. By providing valuable content that speaks to the needs of your audience, your newsletter can help position you as an expert, keep clients engaged, and attract new leads.
Social Media
Most people use social media at least once a day and this is a great way to get your face and your business in front of them. You can always repurpose content from your newsletter or blog posts on social media. Content can be educational (tips, how-to guides, case studies, webinars/workshops, infographics), behind-the-scenes, interactive, promotional, motivational, or inspiring. The more consistent you are, the more the algorithm will push your content which helps drive new clients to you. Being responsive to comments, messages, and feedback helps increase engagement. By diversifying what you share, you will develop a presence that is engaging and informative which attracts more potential clients and elevates your business.
Testimonials
When past clients share their experience with you, it can provide social proof which helps build trust, credibility, and a positive reputation. It is an opportunity to highlight specific results and outcomes provide evidence of what someone can expect during their time with you. It is a big step for someone to start working with a consultant so it is important to help them feel confident in their decision to work with you. Feedback from clients also helps you tailer what you offer to ensure you are addressing the specific challenges your clients are facing.
Branding
Defining your brand clarifies the core elements that make you unique by communicating your values, purpose, and the way you want to be perceived. Developing your brand helps to differentiate you and what sets you apart. It establishes a clear identity, professionalism, and increases recognition. It also promotes consistency throughout your website, newsletters, social media, etc. Ideal clients are more likely to be attracted to you if a connection has been made between your brand and your values.
Elevator Pitch
An elevator pitch is a brief, persuasive, description of who you are, what your business does, and why it matters. This can be a great way to get your message across to someone who may not have a lot of time. Make sure it grabs attention quickly and gets to the essence of what you offer. This is especially useful at networking events to facilitate connection by spark curiosity and setting the state for future conversations.
Two additional client acquisition strategies that have been effective for me are answering questions in local Facebook groups for my ideal clients and providing trainings and webinars demonstrating expertise.
Consider Us
The consultants at Compassionate Consulting Company are licensed independent clinical social workers located in Massachusetts who have been running successful counseling practices for years. Here are testimonials from clients that have worked with us. We enjoy working with entrepreneurs that are starting their business, expanding and hiring team members, as well as those who are considering diversifying and adding different income streams. Schedule a free consult so we can learn more about your business goals and share how we can help. Read this post to learn about Becoming a Consultant.