Build a Strong Marketing System and Grow Your Business
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Every consultant I know has grown their consultancy via word-of-mouth and referrals.
For those fortunate enough to consistently receive them, they're a great way to grow your consultancy because they don't require any 'marketing effort' from you.
BUT, whether you're a start-up or a multi-million $$$ consultancy, relying on referrals alone is incredibly risky.
Here's why:
As business owners, our personal income and survival rely on the success of our business. Not to mention your family and the people you work with, too.
All it takes is for you to lose one big client (which is why most established consultancy owners start working with me) or for your referrals to dry up for a while before you start having cash flow issues.
Consultants relying on referrals are often trapped in a boom-and-bust business cycle, which is terrible for your cash flow, growth and stress levels.
When you rely on referrals, your consultancy's future and personal earnings are completely out of your control and that should terrify you into taking action.
Brand awareness marketing is the stuff that ticks along in the background to make sure you're consistently seen and heard.
Think newsletters, blogs, emails and social media content.
It's the easiest place to get started and the marketing foundation upon which everything else is built.
The goal of your brand awareness marketing is to be seen and heard. To do this, you need to get as much content as possible out there.
In terms of channels, here are the most effective marketing channels being used by my other clients right now:
Here are the most effective marketing channels
Website and blogs: Great for local SEO and positioning you as an expert
Google Business Profile: Great for local SEO and search
Email: Arguably the most important marketing channel available to you
LinkedIn: The best B2B social media platform
My golden rule is that if your target market uses the platform personally or for work, and you can use it to build relationships with them, then use it.
Based on our best practice research and what's working well for our other clients, we've created the following content schedules for you to use as a template.
(For those who don't have a website and email set up properly yet)
(For those who want to maximise their brand awareness efforts)
To complete this content schedule, here's what you'll need to set up:
Sounds like a lot?
Don't worry; we're here to help and have two packages available.
An instruction manual and checklist that you can work through yourself to help you get your marketing channels set up quickly, easily and correctly.
A one-month programme - you'll get a dedicated Marketing Coach who will help you set everything up.
Step 5: Create content
Once all of your marketing channels are set up and optimised, you need to get as much content out there as possible.
Writing content takes a lot of time (even using ChatGPT), which is why we created the HR Marketing Box.
It's an online portal full of ready-to-use marketing content and ideas to help you increase your brand awareness and get new clients.
Step 6: Schedule content
Once you've created your content, you can schedule and post it across the different channels you're using.
You can do this using social media scheduling tools or get one of our Marketing VAs to do it for you.
Based on our best practice content schedule, we've created a super quick quiz to see how good your current brand awareness marketing is and how it compares.
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