Your consulting firm can increase the amount and quality of engagement from the readers, listeners and viewers of your marketing content (a.k.a. your thought leadership).
You utter pithy proclamations in your podcasts, write alluring arguments in your articles, and present a veritable treasure trove of value in your videos. You even pepper your content with culinary puns.
So, why does virtually no one comment on the content your consulting firm produces? Or, why do you receive only nice-but-thin, two-word comments like, “Great article”?
Does engagement from your consulting firm’s audience even matter?*
When your audience responds, comments, expands on your content and recommends it to others, your consulting firm benefits.
- You enjoy increased exposure among prospective clients.
- You receive implied, social proof of your consulting firm’s value.
- You publicly create a taste of what it’s like to work with your consulting firm.
- You start a conversation with a contact that is likely to evolve into an engagement.
- You attract interest from potential partners who, in turn, increase your consulting firm’s exposure even more.
If you want to absolutely, 100% guarantee high engagement with your content, there’s a surefire method to achieve that goal:
Offer money. Lots of money. $1,000 for each comment ought to do it.
No, belay that order. Your consulting firm isn’t trying to attract indiscriminate hordes chasing a prize. You’re looking for engagement from thoughtful, potential consulting clients.
Therefore, let’s explore a few realistic strategies for sparking reaction and engagement between your prospects and your consulting firm’s content.
Stay Right-Side Up
Your content is about your audience, not about your consulting firm.
Tactically, that means:
- Focus on what your audience wants to know, not on what you want to say.
- Make your audience the hero by creating opportunities for them to look smart.
Invite Your Audience to Engage
Literally ask your readers, listeners and viewers to post a comment. To help this along…
- Ask a question at the end of your audio, video or written piece. The best questions allow for many, different “right” answers.
- Ensure the mechanics of posting a comment are easy. (No one wants to search for a button on your site.)
Consider including a survey with either an instant result or a closed answer period, after which you’ll distribute the results.
Tap Into Strong Opinions
Take a controversial stand and don’t worry that a portion of your consulting firm’s audience will disagree vehemently with you.
Focus on a hot topic and establish a forum for the audience to debate.
Of course, there are probably many other factors tips and tricks that will help boost engagement with your consulting firm’s marketing content.*
Have you ever shared or commented an article, podcast or video? If so, why?
Text and images are © 2022 David A. Fields, all rights reserved.