When Referrals Don’t Work

  "I would be terrified if my sales depended on referrals" - Philip Morgan In the consulting and professional services space, the vast, vast majority of business is generated through referrals - that is word of mouth recommendations. In my research project, referrals and networking were the number one source of leads for independent consultants, as well…

Continue Reading When Referrals Don’t Work

Lead Generation Strategies for Consultants

One thing I wanted to achieve with my research project was to identify the best way to do lead generation for consultants. I looked at the different lead generation strategies and channels that could be used to acquire new business. Selling in the professional services space is very different from the consumer market - much of that…

Continue Reading Lead Generation Strategies for Consultants

Do you have a clear call to action?

During a time of market uncertainty, projects are being paused or cancelled everywhere - but there are many opportunities still available. Some industries are even growing right now! Whether you're in a growing or declining industry, it's crucial that your messaging is very clear so that you have the best chance of winning prospective clients. Your call…

Continue Reading Do you have a clear call to action?

[Research] Marketing Best Practices for Consulting Firms

How do consulting firms find new clients? How should they find new clients?  These are crucial questions at the best of times, and even moreso in the economic downturn that we're likely to experience due to COVID-19. I sought to answer these questions, and more, by surveying over 800 consultants in firms mostly sized 1-10 staff. A…

Continue Reading [Research] Marketing Best Practices for Consulting Firms

Where Does Your Ideal Target Audience Hang Out?

Now that you've got some educational or thought-leadership type content planned, the next step is to get it in front of your target audience. Have a Profile Everywhere I recommend that you have a business profile on all of the major networks that looks professional and contains your positioning statement and call to action. Cover all the…

Continue Reading Where Does Your Ideal Target Audience Hang Out?

Positioning Yourself as an Authority

  • Post category:Marketing
  • Reading time:3 mins read

How do you position yourself as a thought leader and authority? Content Marketing One approach is to demonstrate your knowledge and expertise by creating "content". I'm sure you've heard about content marketing. I love the idea, but I'm not so crazy about the name "content marketing". It feels very generic, and doesn't speak to what we're trying to…

Continue Reading Positioning Yourself as an Authority

The Problem with Building Your Own Website

In my last article, I wrote about why your website sucks and your web designer hates you: https://marketingforconsultants.com/why-your-website-sucks/ On LinkedIn, Philip asked me: If I'm my own web designer, does this still apply? ;) Yes. Yes, it does! Why Is It so Difficult to Self-build an Effective Website? Apart from the lawyer joke references - "A web…

Continue Reading The Problem with Building Your Own Website

Why Your Website Sucks and Your Web Designer Hates You!

Many web design trends and technologies have come and gone since I started building websites in the dark ages of 1996. But one crucial issue hasn’t changed much since day one: “Web design” is not really about “design” at all. If you've spoken to many business owners, you've probably heard some of them say something like this:…

Continue Reading Why Your Website Sucks and Your Web Designer Hates You!

Crafting Your Positioning Statement

For me, the single most important thing you must have clarity on in your business is your "positioning statement". Your positioning statement defines your brand position, identifies your ideal customer and the problem you solve for them. A quick note on terminology: positioning statement can also be referred to as "value proposition", “Unique Value Proposition”, “UVP” and…

Continue Reading Crafting Your Positioning Statement

What Is Their Painful, Urgent Problem That You Solve?

In the previous article, I challenged you to focus on just one target vertical as your market. Most consulting firms have a wide range of different ways that you can help your clients, for the many different problems that you can solve for them. Where Does It Hurt? For the purposes of this challenge, I'm asking you…

Continue Reading What Is Their Painful, Urgent Problem That You Solve?

Who – Specifically – Do You Serve?

A fundamental element of a marketing strategy for a consulting business is to have a specific target market. You can probably help a whole range of different clients, and you might be tempted to keep your target market as broad as possible, particularly when times are tough and the economy is down. After all, the more potential…

Continue Reading Who – Specifically – Do You Serve?

Trust is the currency of professional services

Marketing in the world of consulting may not be easy, but it is quite simple. It's all about understanding trust. Trust is more valuable than cash. Trust is the currency of professional services The purchase of consulting services is very different from other types of purchases, which is why so much of the marketing advice you see…

Continue Reading Trust is the currency of professional services