How to Attract Your Ideal Clients For Your Consultancy Firm Using Content
If you’ve been following me for a while, you will know that I often talk about the concept of Strategic Authority Marketing as the best strategy for owners of consultancy firms to use to generate a consistent flow of ideal clients that sign up for your services.? One of the tactics required to be seen as the authority in your market is to use authoritative content to enable your leadership thinking to be communicated in a way that educates your potential clients.? In this article, I will show you how to use content in an authoritative manner to attract the clients you are looking for.
The Power of LinkedIn for Consultants
LinkedIn is a significant platform for consultants to establish their presence and promote themselves. While many consultants share quotes or stories from others, the most impactful content is what we term "authority content" rather than mere information.
One common mistake consultants make is focusing too much on promotional or informational content instead of positioning themselves as authorities in their field. Let's explore this further.
Positioning vs. Promotion
Promotion is about being visible so potential clients think of us when they need a specific service that we offer. Positioning, however, is about being recognized as the go-to expert in your field for of solving a problem your clients commonly experience.
Promotion relies on clients realizing they need a service, while positioning establishes us as problem solvers. Clients need to identify they have a problem before they understand what service will help them.
Positioning means we're engaging with potential clients much earlier in their buying journey, helping them understand their problems and leading them to the best solutions. By the time they decide to take action, they already see us as the only viable solution providers.
The Balance of Content Types
When creating content, especially on LinkedIn, it’s crucial to strike a balance. While it's okay to talk about your services occasionally, the majority of your content should be meaningful to your ideal clients, by focusing on their problems first. Share lessons, stories, and thought-provoking insights that position you as an authority.
Research indicates that out of 100 prospects, 50 will never buy from you. However, 43-48% might be interested in the next 3-12 months, and 2-5% are ready to buy now. Your content should build awareness and authority to attract those ready to buy and nurture those who will be ready in the future.
Effective Webinars: More Than Just Information
Webinars are an excellent way to engage with your audience. They offer a platform for interaction rather than just a passive consumption of information. The key is to structure webinars around problem-solving and interaction.
Rather than dumping information, make your webinars an intervention. Address individual problems, involve attendees in discussions, and provide tangible help. This approach not only showcases your expertise but also starts the consulting process during the webinar itself.
Building Relationships Over Time
Consultants often make the mistake of trying to rush the sales process. The key to successful marketing of professional services is building a relationship based on trust. This means providing valuable content over time, establishing yourself as the authority, and then inviting prospects to a higher level of interaction.
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Marketing Your Webinars
Getting people to attend your webinars can be challenging, especially when promoting to people who don’t know you.? Using authority positioning content to build a following first, means you can offer your webinar to people who are already fans. ?If you've built a solid relationship with your audience, they'll be more likely to attend when you invite them.
Key Takeaways
Authority vs. Promotion: Focus on creating content that positions you as an authority. Change people's beliefs about their problems and your ability to solve them, rather than just promoting your services.
Interactive Webinars: Use webinars as a tool to engage with your audience. Make them interactive and focused on solving problems, rather than just delivering information and trying to sell.
Relationship Building: Take the time to build relationships with your audience through valuable content. Use direct, personal invitations to webinars and other interactions.
By focusing on these strategies, you can effectively attract your ideal clients using content. Build your authority, engage meaningfully, and nurture relationships over time for lasting success.
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Watch or listen to Episode 7 of The Accepted Authority Podcast where we discussed, "What is positioning content and why should I create it?"
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Learn more about how to grow your consultancy firm without creating more headaches. In Cracking The Code I reveal the 7 step system I have used to start, grow and sell 3 professional service firms, without being stuck in the centre of the business, freeing me to enjoy the freedom and prosperity many business owners desire.
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