How can you use social media and content marketing to build your consulting firm's brand and reputation?

If you just started, write down who your ideal client is, and create a 'client diary' - a notebook with all questions people ask when you speak with them, when they comment on your posts. Use those questions when you create your content, and more importantly - every 3 months for the first year analyse the people who asked the questions. They are your real client avatar. When I started my last business, I analysed the people from my client diary at the end of the 3rd quarter. For my biggest surprise I realised that half of my real clients are professions that I never thought I will have as clients. That's how you go from 'ideal' to 'real' client avatars

It's absolutely critical that your social media team (or agency) are clear from the outset on the definition of your ideal client persona. Everything you are going to be able to achieve with social media, in terms of generating new client interest and meetings, will be directly linked to the size and quality of the audience you build. Whether you are looking to have potential clients attend a business breakfast or thought leadership launch event, or perhaps book in for an initial consultation call or workshop, the volume and calibre of potential clients will be driven by the audience you've proactively built. So don't rush this step!

The question is: How can you use social media and content marketing to build your consulting firm's brand and reputation? I would hope that Branding has been approached strategically before Social Media and content marketing is initiated. Preferably with your Consulting firm's exit strategy in mind. Find your Niche and be ready to pivot when things don't work out the way you thought they would. Then tailor your content to address their pain points, challenges, and interests.

Don't forget that JOB APPLICANTS are also your target audience with social media. Consulting firms have a lot of employee churn so they are always recruiting. What potential job candidates are you trying to reach? What image do you want to convey to them? These audiences and messages are probably distinct from the potential client audiences, so you may want to have different people responsible for the social media and content for each audience.

Knowing who you help, how, and why is step #1 of creating any type of content for social media. Failing to be clear with yourself on who you help will lead you down a path of creating irrelevant content.

I think there are two points here to draw out: 1. Be deliberate, no organisation can be on every platform well, make choices based on your objectives and where your audience is 2. Don’t confine yourself to traditional B2B spaces and explore all platforms and formats. As demographics shift you’ll see other platforms and formats can be more cut through or economical and make you stand out

Linkedin. This is true - not because I am a brown-noser - but because 90% of consulting is B2B. Use Linkedin to give, give, give, give, give, before you take. (think: Gary Vaynerchuk's " Jab, jab, jab, right hook").

You don't need to be on all platforms or do every type of content either. Find the platform that your ideal customers are most likely to use and be there. In terms of content, choose the format that makes the most sense for you overall and that you enjoy. For example, I use video as that's a format that I love consuming and creating. Video is also the best way to.get your message across.

I think it's most important to create content that provide value and that's also entertaining. Mix it up with your style to maximize your overall impact.

First, do a SWOT analysis to see if content creation is your strong suit. If it is not, farm it out to an Agency or assign it to someone who loves doing it. Focus on your core competency.

Your most valuable content creators are probably the consultants in your firm who are very busy serving their clients. Think about how you motivate them to create content for your social media efforts. Do they get extra credit or paid a bonus for content creation? Are they expected to create a certain amount? You can also make it as easy for them as possible. Take work they already produce and get them people and tools to help to turn it into sharable content. Copywriters' hourly rates are probably much cheaper than your consultants' rates.

In my experience, you need to find your niche, start writing and your followers follow you to read your content. Make your content relatable, easy to consume(1-3 minute read) and engaging. Mix it it upwith blog posts, articles and quick tips. Your expertise is valuable; share key insights, and get your readers to take action.

Never forget that people need to see your name and posts at least 7-10, even 14 times before they start engaging with your content. Don't post with the expectation that people will start commenting and answering straight away, as that will soon put you off, and you will lose interest and motivation to use social media.

High quality content can create a nice, easy excuse to reconnect with people in your network by sending them an article that you think they would find helpful. The key is to be very targeted and thoughtful in what you send to whom so you are seen as being helpful and not just marketing. Don't just forward it without comment. Add a personal note and clarify why you thought the content would be helpful to them.

"Testing" is my favourite term on social media strategies dictionary. It took me a while to understand and play around it. Every 3 months the trends change and with that each platform changes the features, metrics, engagement algorithm.. So how to test your content? When I started I made a social media calendar with days of the week and the posts format, e.g. Mon - quote, Tue - short 2 min max video, Wed - an article, Thu - video up to 15 min, Fri - my Live podcast, Sat - poll, Sun - personal post. In 4 weeks I changed the combination days / format, then again 4 weeks later till I did all options. At the end I drew a line, looked at the engagement and understood what format to post when, as it was my audience telling me what and when to do.