The 3 Biggest Marketing Mistakes HR Consultants Make That Cripple Their Ability To Make Sales (and How to Avoid Them)

If you ever feel like you’re the only HR Consultant out there who has no idea what they’re doing with their marketing and sales, then fear not, You're not alone. In fact, there are mistakes I see HR Consultants making in their marketing efforts all the time that are making it really difficult for them to get that consistent income stream they’re desperate for.?

So, today, I'm sharing the 3 most common marketing mistakes HR Consultants make repeatedly and unintentionally. These blind spots, often rooted in good intentions, can leave you overlooked by the very companies needing your expertise. And as I posted on LinkedIn the other day - organisations need YOUR help whether they realise it or not. Because their organisation is made of humans who they need working at their full potential - and that’s what you’re there to help them with. So it's important you stop making these mistakes (if you're making them).

So, let’s dissect these common marketing pitfalls and equip you with actionable strategies to resolve them so your HR Consultancy gets seen and heard.

Mistake #1: Not Having a Defined Target Audience

HR consultants, along with many business owners, often try to be everything to everyone. They worry that being specific might turn away potential clients and leads. They might think that saying, "We work with this specific audience" means others won't want to work with them. But here's the truth: this approach actually weakens your marketing message.

Why Targeting Matters:

Marketing is all about connecting with people's problems and then positioning yourself as the solution. But you can't do that effectively if you're trying to appeal to everyone. People have different challenges and goals, so your message needs to resonate with a specific audience.

Let's illustrate this with an example:

Imagine talking to someone with absenteeism issues, but you can't see them. You have no choice but to offer generic advice because you don't know anything specific about their situation. Now, imagine you can see this person. He's 50 years old, runs a network of auto garages like Kwik Fit, and employs over 200 people. His business relies on "Just in Time" staffing, so when someone calls in sick, it throws everything into chaos. He might scramble to find a replacement through a recruitment agency, cancel jobs, or face unhappy customers. This is a very different scenario than someone with a completely different business structure.

Do you see how the message you deliver will vary depending on who you're talking to? By identifying your target market, you understand their specific problems and can tailor your message to address them directly. When they see you understand their situation, they're more likely to reach out for help. This translates to more leads, clients, sales, and ultimately, the ability to help more people.

Mistake #2: Focusing Only on Services, Not Results

People don't buy services; they buy solutions to their problems. HR consultants often fall into the trap of focusing on:

• Employment law updates
• Policies and procedures
• Culture or engagement

While these are important aspects of HR, business owners likely don't care about them directly. They care more about how these things impact their business, both positively and negatively.

Shifting Your Focus to Results:

There are two main ways to showcase the results you deliver through your marketing materials:

• Website copy and LinkedIn posts: Instead of simply listing services, explain how those services address your target audience's problems. For example, instead of talking about employment law, talk about helping clients avoid employment tribunals, outdated policies, and unnecessary work. Focus on the pain points your ideal client faces and how you can alleviate them. Include a call to action in your posts, like "DM me now" or a limited-time offer to incentivize action.
• Customer success stories: These stories position you as an expert and showcase your ability to help clients with similar situations. Ensure these stories are clear and engaging, with a beginning, middle, and end. Include details about the challenges the client faced and how your solution improved their situation.

Mistake #3: Lack of Consistent Marketing Efforts

HR consultants juggle many responsibilities, including existing clients, staying up-to-date on HR trends, and managing personal lives. Marketing can easily get pushed to the bottom of the to-do list. Here's why consistent marketing is crucial and how neglecting it can hurt you:

• Lost Opportunities: Inconsistent marketing means potential clients might miss you when they're actively seeking HR help. They won't see your brand if you're not putting yourself out there.
• Undermines Trust: Inconsistent marketing can make you appear unreliable. Clients value stability and dedication, and inconsistency suggests a lack of both. Consider deleting inactive social media pages to avoid portraying a negative image.
• Limited Lead Generation: Consistent marketing outreach is key to generating leads and keeping your client pipeline flowing. Email marketing is a great way to nurture leads and stay connected with potential clients.

The Competitive Advantage of Consistency:

In a crowded HR consulting market, consistent marketing sets you apart. While competitors dabble in marketing, your unwavering presence establishes you as a dedicated professional. This commitment shows potential clients you're serious about:

• Helping them navigate the complexities of HR
• Building a successful company
• Providing excellent service

Solution for Inconsistent Marketing:

Choose the marketing methods you can realistically commit to, like social media posting, email marketing, or networking. Then, schedule specific times in your calendar for these activities. By scheduling these activities they're more likely to happen according to James Clear from "Atomic Habits". Effectively, your brain knows what you need to do and when you need to do it, so it is more likely to happen than, "do some marketing at some point..."

You may also want to consider working with a fellow consultant or business owner as an accountability buddy to keep each other on track and committed.

Bonus Tip: WIIFM (What's In It For Me)

Always prioritise your audience's needs in your marketing messages. People are busy and bombarded with information, so you need to capture their attention quickly. Focus on the value you offer and how it benefits them. Craft headlines, content, and calls to action that clearly demonstrate why your audience should care about what you're saying. Research best practices for headlines and copywriting to ensure your message is engaging and succinct.

The Takeaway:

By avoiding these marketing mistakes and implementing a consistent, targeted marketing strategy, you can position yourself as the go-to solution for your ideal HR clients.

As a reminder, here's the fix for the top three:

1. Stop being a generalist. Trying to appeal to everyone weakens your message. Instead, identify your ideal client: who are they and what specific HR challenges do they face? Tailor your marketing content directly to their pain points. Speak their language and show how you solve their problems.
2. Focus on the "why" not just the "what." Business owners care more about results than processes. Shift your marketing to highlight the positive impact you deliver. Use website copy, LinkedIn posts, and success stories to showcase how you increase value with those you work with.
3. Consistency is key. Don't let marketing fall by the wayside. Choose the marketing methods you can commit to, like social media or email marketing. Schedule specific times and treat them like important appointments.

By addressing these areas, you can build a targeted and consistent marketing strategy that positions you as the go-to HR consultant for your ideal clients.

Want to Learn More?

If this resonated with you and you want a deeper dive into marketing for HR Consultants, then grab a copy of my book, "How to Land Your Dream Client," from my website here.

4 Ways We Can Work Together:

1 - The Marketing Made Easy for HR Consultants Podcast

This podcast gets released every Wednesday and covers everything you need to know to get a pipeline of perfect-fit, high-paying clients for your HR Consultancy.

There’ll be implementable tips and tricks and strategies - so it’s not just theory and mental titillation.

And, importantly, there’ll be a psychological and neurological aspect so you understand why this stuff works too.

If that sounds interesting then check it out here.

2 - My book, “How to Land Your Dream Client”.

This book details my signature offer and everything I do with my clients so you’ll understand everything I advise in one easy to access location.

Whatsmore, the book is laid out in 7 easy-to-follow chapters that relate to every aspect of the sales and marketing funnel:

• Pre-marketing
• The Service
• Marketing
• Pre-Sales
• Sales Heaven
• Post Sales Marketing
• No Sales Marketing

I’m a copywriter as well as a marketing and sales consultant so be assured that the book is easy to read and totally focused on you - the target audience.

Whatsmore, whatever you need to understand and implement is easy to identify, access, and then implement so your business is never in feast or famine ever again.

If you’re ready to get your copy then click here and make your investment today.?

3 - The Power Hour

Just like Ronseal, this does exactly what it says on the tin.

Whether the problem you want to solve is something you’ve discovered on my podcast, or my book, and you just want reassurance that you're “doing it right”...

Or, you’re implementing your own solutions and they just aren’t getting the results you’re expecting…

We can sit down together and devise a plan to overcome those struggles.

You’ll come away from the session knowing exactly what needs to be done, in what order and how to do it - kinda like a HR Policy and Procedure (but less formal).

4 - My Signature Offer, “The HR Consultants’ Client Control Solution”.

In this 12-month programme we build and implement your business’ marketing and sales process, tools and strategy from start to finish so you have control of your business forever.

That means you’ll have everything you need to get every client you ever want, whenever you want, at prices you’re currently too scared to say out loud.

Whatsmore, you can get all this without expensive adverts, time-consuming social media activities, and time consuming and mind numbing networking meetings.

If that sounds interesting then send me a DM now and let’s have a chat about whether this is the right programme for you.