When you first start your consulting and coaching business, you are likely to get a lot of referrals to potential clients. But referrals will only take you so far, especially if you want to scale up your business. Therefore, you need to create marketing routines that consistently generate leads and future clients into your pipeline.
Marketing has one job – to get qualified leads to know who you are and be interested in having a conversation with you. But when it comes to marketing as a consultant, you need to add one other thing: You need to establish your credibility. You are not selling widgets for low prices. You are selling your know-how in exchange for significant fees.
Therefore, create your overall marketing strategy that sets the context for you to be able to make a powerful promise and then deliver on that promise. Select tactics that give you the opportunity to make create a relationship to the right people that you can most help.
All thought leaders have a big breakthrough idea that they contribute to global conversation. Brené Brown is known for her contributions of our understanding of "shame and vulnerability." Marcus Buckingham brought "strengths" to our awareness. Daniel Goldman did the same with emotional intelligence. Simon Sinek - your "why", Donald Miller - "story brand" and the list goes on.
At the core of what you do isn't your methods or techniques. It's not your certifications in different tools either. It's your stance. Simply put, your stance is your position or point of view on how to create essential change or transformation in an individual or a group of individuals.
There are three parts of your stance:
Content marketing is not some marketing fad.
It’s simply the smartest way of finding and connecting with your ideal client, establishing your credibility, increasing your number of discovery meetings and close rates as well as giving you the platform to increasing your fees.
Content marketing is essential for consultants because we are in the knowledge business. We don't sell a tangible product or service. Our value add contribution lies in our heads and hearts and content is the best way to manifest this expertise in a way that connects with our future strategic partners.
If you're not implementing a content marketing strategy, you are leaving money (and credibility) on the table.
If content doesn't come easily to you or you're not sure how to get started, let me give you a few pointers.
First, be clear on who your ideal client is and what is their pain points. It all starts here. If you are unsure who you want to serve, your marketing messages and...
If you struggle with transforming what your vast experiences and insight into concepts and skills that are transferable to your current and future clients, don't worry. You are not alone.
To help you manifest your intellectual property that you can use in your content marketing and consulting delivery, let me give you Five Best Practices to help you get started:
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