How do you market yourself as a facilitator and attract new clients or projects?

If you’re not sure how to define your specific skills or audience, start by thinking about times when you’ve most enjoyed facilitating or even co-facilitating a group. What were you doing that worked? Who was in the room? What problems were you solving together?

The world of facilitation and independent consulting can sometimes feel crowded and it's crucial to identify what makes you unique. Why should the client choose you over tens of others that might have approached them? One of my goals has always been driven by the answer to a question: What is it that I can bring to the table that no one else can? The answer for me was a combination of Games+Learning+Human Behavior: 1. I have a passion and deep love for games and I believe they hold the potential to create change 2. At the time I'd spent the a decade in the learning space 3. I had a background in applied human behavioral science. This was a small exercise with Venn diagrams that lead to me identifying a niche which would be unique to me.

It is very important to identify your niche but before that we need to know which gives us a sense of completion. So as in the journey of starting your career I myself didn't know what I wanted. So experiment with whatever comes your way and find out your niche.

Getting the foundation right is everything. It starts with knowing the ideal client inside and out—understanding them better than they might even know themselves. When facilitators, trainers, and coaches have this depth of insight, they can truly meet clients where they are, addressing their biggest challenges with solutions that resonate. That’s the key to making a real impact and connecting authentically.

As a facilitator, it's important to market myself effectively and stand out from the competition. One way to do this is by identifying my niche and target audience. By understanding the specific needs and challenges of my ideal clients or employers, I can tailor my message to show how my facilitation skills can help them overcome obstacles and achieve their goals. By highlighting the benefits and outcomes I can offer, I can showcase my unique value and attract new opportunities in my facilitation career.

Another effective way to market yourself as a facilitator is by creating a portfolio that showcases your work and collecting testimonials that highlight your impact. In my case, I utilize data analysis techniques, incorporating both quantitative and qualitative data, to inform decision-making and determine the best way forward. I actively seek feedback from participants and colleagues, utilizing tools like Google Forms to gather responses and foster collaboration. By mainstreaming ideas and encouraging knowledge sharing, I strive to create an environment where everyone benefits and avoids reinventing the wheel.

How do I market myself? Simply put, I don't. I let my clients do that for me. 100% of my business is referral and reputation based. As soon as one starts to market oneself, we enter the crowded field of competition and have our credentials and credibility questioned. Granted, my growth curve was slower than some, but in the end I have a loyal following that keeps me more than busy enough.

Another approach to differentiate yourself is to have a professional facilitation accreditation such as a Certified Professional. Facilitator from IAF or Certified Master Facilitator from INIFAC. This helps to build clients' confidence that the facilitator's competencies have been properly assessed.

Out of sight is literally out of mind, you can be the best kept secret if you keep yourself and your services a secret. While it can be daunting to build an online presence, just remember that we all start somewhere. Building an online presence will actually work to decrease the intimidation factor. Be mindful to not load your headspace down with too much information from online influencers. You want to out your own nuances on your brand so that you become known for your area of expertise, not someone else's. Decide what makes you different and unleash your creativity. This can draw in potential customers who may look to hire you when you have demonstrated authority over and extended period of time.

Let's be honest, creating an online presence can be intimidating and daunting. But, doing so today has the benefit of having so many resources available. Whether you're going the DIY route, or utilizing the help of a professional, there are resources out there. Understanding the time, cost, and energy for each resource will help in making an informed decision of which route is best for you....but understand what is out there. I find the trickier question is: what do you want your presence to be? Consider spending some time on this question as it will be foundational to your resource allocation and your definition of success. Don't forget to remain authentic in your presence.

In addition to the mentioned strategies, as someone who is in the early stages of networking and establishing a positive online presence, it is important to focus on building a strong foundation. Start by creating a professional website or landing page that reflects your brand and showcases your initial portfolio and contact information. Begin crafting a LinkedIn profile that highlights your relevant education and any relevant experience or achievements. As you progress, gradually leverage social media platforms like Twitter, Facebook, or Instagram to share valuable insights, resources, and engage with the facilitation community to expand your network and establish credibility. STAND OUT!!!

As far as L&D profile is concerned people get aggressively involve in the promotion through it. In my experience I have found the profiles and description more superficial in many cases than it is shown. Would also be willing to practice "show what you are" on Social Media. This also showcases virtues of Transparency, Honesty and Authenticity in your work.

Yes! Participating in different events and meeting other facilitators is a great way to grow a business and to learn new tricks and skills. I highly recommend these two communities: i)sessionlabs, ii) The Facilitation Lab powered by Voltage Control

Don't neglect offline marketing. I've had great success with postcards and gift bags. In fact, initially that's how I launched my business. The other thing that's very important is to leverage your current your existing network. Contact executives you've work for and let them know you're launching a business. That's how I got my first few gigs and they were long-term contracts. Avoid speaking for free as a way to generate business. I am not find it truthful so I gave up on it 20 years ago.

Define your unique value proposition: Articulate what sets you apart from other facilitators. Showcase your success stories: Share case studies and testimonials that demonstrate the impact you've made for previous clients. Leverage your network: Tap into your professional network to spread the word about your facilitation services. Demonstrate thought leadership: Write articles, create videos, or host webinars on topics related to facilitation. Stay current and adapt: Continuously update your skills and knowledge in facilitation techniques, tools, and industry trends. By implementing these strategies, you can attract new clients and exciting projects to further enhance your facilitation career.