You're looking to grow your consulting business. How can you create an effective marketing strategy?

J'aime utiliser la citation de Saint Exupéry qui dit "sans plan un objectif s'appelle un v?u". Elle met finalement en exergue l'importance de fixer un objectif chiffré basé sur une analyse approfondie mais aussi déterminé dans le temps afin de pouvoir décliner les ressources et les leviers à activer pour l'atteindre.

This is such an important part of the process. You must define what you want to accomplish and who you are trying to help with your consulting business. It will make creating a marketing strategy that much easier when you can answer those questions first.

Narrow your focus. Especially if you're a one-woman/ one-man band. 1. Find your lead domino goal that will make everything else easier 2. Break that domino goal into smaller, doable chunks 3. Commit to 66 days of hyperfocus 4. Eliminate distractions

Nobody wakes up in the morning and says, "I really need to hire a management consultant today." But lots of people ruminate on problems they face at work. Prior to targeting an audience, you first need to target a problem that you solve for prospective clients. The problem should have 4 attributes: 1) it's a big, expensive problem, 2) it's difficult to solve, 3) it's narrow in its definition, and 4) you are uniquely qualified to solve the problem. #3 is really important. A problem that's narrowly defined means that fewer people (i.e., competitors, including internal staff) are capable of solving it. It also makes your message very clear. Finally, it helps target a specific audience, so your go to market efforts are very targeted.

Comprendre son client cible est une étape primordiale qui va au-delà de la simple catégorisation de genre, CSP et age. Pour cela ajouter la carte d'empathie a l'étude de persona est une stratégie utile.

Identify the specific industries, businesses, and decision-makers you want to target with your consulting services. Understand their needs, pain points, and challenges to tailor your messaging and solutions accordingly.

Who is your ideal client? Step 1: Assess the market size, growth rate & competitive intensity by niche Step 2: Evaluate how much you can charge these clients Step 3: Quantify your unique value prop for them Step 4: Estimate your cost to find them Step 5: Gauge if you're perceived as credible to them Step 7: Rank segments by revenue potential, profitability & fit Step 8: Choose your niche and stick with it

Une étape souvent difficile car elle nécessite de prendre en considération son offre de produits ou services mais aussi de travailler sur son Why. C'est en étant singulier sur son marché que l'on peut se démarquer. Parfois c'est aussi comment on s'adresse à lui ou les valeurs que l'on porte qui peuvent faire la différence.

Clearly articulate what sets your consulting business apart from competitors. Highlight your expertise, experience, specialized skills, and the unique value you bring to clients. Your UVP should resonate with your target audience and address their specific needs.

When you know your goals and who you are trying to serve (target audience), next thing to do is go find them. What channel is the best way to reach them? Is it social? Maybe. Is it through email or direct mail? Possible. You won’t know until you try. Find multiple ways to reach out to the audience and determine which one works.

Fish where your ideal consulting clients are biting. This is really knowledge that should come from talking to your ideal clients and understanding where they go for information, support, and networking. Prioritize the channels where you can showcase your unfair advantage You don't have to get a huge speaking gig if you can get a small one at an event that is super aligned with your ideal customer. The same is true about other channels like podcasts if they have a focused but small following it's a worthy investment. Contribute articles to leading trade pubs & niche blogs Focus on 2-3 channels to build omnipresence within your niche. You'll look like you're everywhere, but you're just everywhere they hang out.

Develop a content marketing strategy to showcase your expertise and attract potential clients. Create high-quality content that addresses common industry challenges, provides actionable insights, and positions your consulting business as a thought leader in your niche. Distribute your content through your website, blog, social media channels, and email newsletters to reach your target audience.

Become a content house. Start with long-form: - Spend more time than you think is reasonable on your topics and opinions. Repurpose: Break it up into separate smaller posts, videos, emails. Keep your channels as minimal as possible so you can stay focused. Invest time in the hook: It doesn't matter how great your content is if it doesn't get seen Be practical: Make content actionable with tips, templates, and tools so it's not all fluff Build trust: Inject your unique voice & point of view throughout by not looking like a robot Show receipts: Collect client success stories & case studies in video if possible so you have the most optionality

Implement tracking tools and analytics to monitor the effectiveness of your marketing efforts. Track key metrics such as website traffic, lead generation, conversion rates, and client acquisition costs. Use these insights to optimize your marketing strategy, refine your tactics, and focus on activities that drive the highest ROI.

Build a performance cockpit. Ensure it has these or similar: Google Analytics: Top traffic sources & content SEMRush or Ahrefs: Assess SEO rankings & opportunities Social Management Tools: Review social engagement rates ESP like Mailchimp: Track email opens, clicks & replies CRM: Measure lead-to-sale conversion rates Phonecall / Email: Survey clients on how they found & chose you Set a calendar reminder to review them weekly/monthly/quarterly and compare.