9 Marketing Principles to Live and Die By
Nick Poninski
Helping HR Consultants Build a ￡70K+ Business | 2x Self-Published Author | Podcast Host | Avid Reader
Unlocking Success: 9 Key Marketing Principles for HR Consultants
If you’re finding marketing and sales a bit more challenging than anticipated, you’re not alone. Transitioning to self-employment, especially in HR, can be daunting. But here's the truth: once you’re self-employed, you are, in essence, working in marketing too. No one is coming to save you; it's up to you to save you. So take some time to master these nine essential marketing principles that are crucial for your HR Consultancy's growth.
1. Choose a Specific Target Market
You’ve heard this before, but it bears repeating: “SMEs” is not a target market. There are countless SMEs, each with different HR needs. Instead, narrow your focus. Choose a niche like “SME healthcare providers” or “SME healthcare providers for retirees.” By becoming the go-to expert for a specific segment, you can tailor your marketing efforts, making your services more appealing and allowing you to charge higher fees.
2. Understand That Nobody Cares About Your Business Like You Do
It’s a tough reality—your business matters most to you, not to others. People are absorbed in their own problems, and your marketing efforts might often be ignored. To overcome this, you need to work hard to make your message stand out and show how your services solve their problems. It's difficult, but essential. Your persistence will make them care as much as you do.
3. Recognise That Only 2-3% of People Are Ready to Buy Now
Only a small percentage of your audience is actively looking to buy at any given time. The majority fall into categories of indifference or unawareness. Focus on the 2-3% who are ready to purchase now, and use email marketing to keep the rest engaged until they’re ready to buy from you.
4. Leverage Email Marketing
Speaking of email marketing, it's crucial for maintaining consistent contact with your audience. Unlike social media, which you don’t fully control, your email list is a reliable way to stay top of mind. So regularly send valuable content to nurture relationships and keep your services in the spotlight.
5. Treat Your Clients Like Royalty
Once you secure a client, treat them exceptionally well. Happy clients are your best marketers; they’ll refer others and provide testimonials that enhance your credibility. So go the extra mile, and turn each client into a raving fan who helps you grow your business.
6. Your Website Is Your Home Base
Your website is where you convert visitors into leads and clients. Unlike social media platforms that you don’t own, your website is under your control. Ensure it provides a professional, engaging experience that reflects the quality of your services. If you're unsure if your website is any good then use my website checklist to get some answers.
7. People Have Money
Regardless of economic conditions, people find money for things they value. Your services, while not life-or-death, are important. Don’t let economic worries limit your potential; if people see value in your services, they'll find a way to afford them.
8. Focus on Repeat Customers
Securing a first sale is challenging, but repeat customers are more likely to come back. Once you’ve delivered value, keep them engaged with additional services or products. Your existing clients are a goldmine for future sales.
9. Make Time for Marketing Every Day
Effective marketing doesn’t require hours of your day. Dedicate at least a few minutes each day to marketing activities. Whether it’s sending LinkedIn messages, crafting emails, or engaging on social media, consistent effort is key to maintaining visibility and growing your business. If you want a full list of marketing activities you can undertake in under an hour a day, then check out the podcast here. But whether you want to do these activities or something else, make sure to do something if you want to avoid feast or famine.
TLDR?
Applying these nine principles can truly elevate your marketing efforts and drive your business forward. Start by choosing a specific target market to focus your strategy, and remember that nobody cares about your business like you do—so make your message compelling. Understand that only 2-3% of people are ready to buy now, and use email marketing to stay in touch with the rest. Always treat your clients like royalty to turn them into advocates, and ensure your website is your powerful home base for converting leads. Remember, people have money for what they value, so don’t be deterred by economic fears. Focus on repeat customers to build a loyal client base, and make time for marketing every day to keep your business visible. By integrating these principles, you'll sharpen your marketing strategy, enhance client engagement, and drive sustained growth.
4 Ways We Can Work Together:
领英推荐
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:
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 register your interest here.