One of the many challenges that Independent Consultants ask me about is how to market themselves effectively so they can build a pipeline of work. As an independent consultant, marketing yourself is crucial to your success, but having the right mix of content and thought-provoking conversations, as well as having the right direct marketing material can be tricky. There are a lot of people who can offer their services to support consultants with this, however, utilising these can become a money pit and before you know it, you have invested thousands of pounds into marketing and social media but with nothing in terms of new business to show for it. Below are a few considerations when marketing yourself that you may want to consider.
Define your niche
As we discussed in the first blog in this series, defining your niche is the bedrock of your marketing journey. When defining your niche, questions you should be asking yourself are, what specific areas do you want to specialise in, and what are your unique skills and expertise? Once these questions have been answered, the consultant can start to plan their marketing strategy around how best to promote their niche and position themselves as an expert in that area to attract clients who are looking for someone with that specific skillset.
Build a strong online presence
The next point is obvious, but one that I feel independent consultants are hugely under-utilising. In today’s digital age, having a strong online presence is essential for marketing yourself as an independent consultant. You should have a professional website that helps you to attract clients by showcasing your skills and expertise, as well as a blog (like this one) where you can share your thoughts and insights on your niche. In terms of social media, the modern thinking is that you should be operating on at least 3 social media platforms, however, independent consultants often make the mistake of simply jumping straight to LinkedIn because it is a ‘professional network’, this may not be the best platform for you to work from and some thought around what platforms your target audience is using needs to be considered. For example, Life Coaches or Performance Consultants may have better results using Facebook. There is also the pay-per-click option that platforms like Google operate, however, approach these with caution as they can become very costly but with minimal return. Independent Consultants should also consider using video to showcase their niche by building a YouTube or Vimeo channel as well, statistics show us that video gathers interest more quickly than simple written adverting does. What is clear, however, is that having a mix of online marketing channels and differentiating yourself in the marketplace will allow you to cut through the noise online and gather a stronger market presence.
Offer free consultations
This next section used to help me seal deals with prospective clients and enable me to build a better understanding of the client before the paid work started. Offering free consultations is a great way to attract potential clients, and tailor your pitch around the specific needs that they have, therefore enabling you to direct your sales specifically at the core of the problem. During the consultation, you can discuss the client’s needs which can also help you to build trust and establish a relationship with the client, which can lead to future business.
Leverage your existing network
The old saying goes, ‘developing business with existing clients is cheaper than developing business with new clients’. Your existing network can be a great source of business as an independent consultant. Reach out to former colleagues and clients and let them know about your services. Ask for referrals and recommendations and offer incentives for those who refer new business to you.
Here at Veriex, we are experts in scaling teams of freelance independent consultants in strategy, change, digital, and people transformation across the globe. We work closely with our network of ‘Approved Consultants’ to support them with building their skills and developing their business pipeline by giving them access to some of the most complex transformation projects on offer. For more information about becoming a Veriex Approved Consultant please contact info@veriex.co.uk or check out our opportunities page on our website.
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