Many consultants have trouble marketing their services. This is generally judged by the number of new clients they land over a given period of time.
I believe what makes this such a challenge for many is their lack of action taken. Their fear of spending money on trying to get new clients.
What I find funny (and a little sad) is that consultants are happy to spend hundreds if not thousands of dollars each year on buying courses and books to help them become more successful and better marketers…yet they tend to spend very little money on actual marketing.
This belief probably comes from our fear of loss.
When you buy a book, whether good or bad you still get to hold on to it. If your marketing flops – nothing tangible is really left.
An even bigger issue, I believe, is the tendency many of us share in thinking that we always need to know the latest technique and the newest approach…because surely it will help us become more successful.
There’s a big problem with this way of thinking. Sure, it’s always good to stay on top of what’s happening and keep educating yourself. If you’d see the mountain of books and courses behind my desk you’d know I love learning.
The issue isn’t learning though. The issue is that if you always focus on learning and not on implementing you may KNOW a lot but you’ll be VERY GOOD at little.
You can read a book a day and be considered smart. But if you can’t get results and land new clients your business will go nowhere.
I can tell you from experience, spending your own money by putting marketing ideas into action is THE BEST education you’ll get. The more learning you do around this the better, but without implementation you’ve got nothing.
So what should you do? Here’s what I recommend:
1. Decide on a monthly marketing budget.
It can be $100 or $10,000 a month, the amount isn’t that important – though I would advise starting smaller and working your way up. Put that money to work testing a way to get clients.
You may use this on Google Adwords or on sending out direct mail. What’s important is that you stick with whatever you do for at least 3-6 months. I’ve seen it take an average of $2000 or so to really test out a marketing approach and know if it will work or not.
2. Your other option is to hire someone that can do this for you.
You’d do this if you’re really to busy to spend time on marketing – but if that’s the case, you probably wouldn’t be reading this far.
As a marketing consultant that has worked with the owners of several consulting companies I can tell you that even when the time comes to hire or contract someone to do your marketing for you – you should always be involved and have a strong grasp of what’s going on.
If you do get someone to help you, be sure that they have experience and a proven track-record. Or at least the motivation and energy to carry out your ideas day after day, week after week.
Would love to hear what your thoughts are on marketing your consulting business