David A. Fields Consulting Group Your Challenge: Can you come up with even one tactic that’s not on the list below? (Bonus points if you post two or more tactics.)
Have you ever wanted to co-write an article because writing your own stuff is hard and takes time? Woo hoo, here’s your chance!
In the next part of this two-article series, you’ll learn a framework for determining exactly which marketing tactics you should invest your precious time and energy into for your consulting firm to attract more prospects and clients.
Spoiler alert: The best marketing tactic is not the same for every consulting firm!
Before we get to that framework, however, we need a comprehensive list of consulting firm marketing tactics to evaluate.
That’s where you come in as a co-writer on this article.
I’ve started a list of marketing/visibility-building tactics, and other readers are waiting for your additions to the list.
Most of the tactics below align with the Five Marketing Musts that should anchor your consulting firm’s visibility-building efforts; i.e., Speaking, Writing, Networking, Trade Associations and Digital Presence.
Comprehensive Marketing Tactics Guide
for Consulting Firms
Writing*
Journalist response
Op Ed
Press Release
Blog/article
White paper
Booklet
Book
Chapter in “group” book
Tweet
Case study
LinkedIn post
LinkedIn article
*To simplify the list, I’ve mostly not listed every gradation of content ownership, such as self-published vs. commercially published.
Speaking**
Civic Organization
Trade Association (local, national and global)
Company Internal
Webinar (public, internal to client)
Breakfast/Dinner event
Lunch n’ Learn
Event/Summit
Podcast
Peer group/roundtable
Panel (participant, moderator)
**For speaking and digital presence, I have included some broad types of venues. Feel free to add others you think are important.
Networking
Phone outreach (Network Core, peripheral contacts, cold/no-relationship)
Email (Network Core, peripheral contacts, cold/no-relationship)
Meetup
Conference (Attendee, booth, speaker)
Event (e.g., Breakfast/Dinner; attendee, moderator, speaker)
“Exclusive” social gathering
Peer group
User group
Introductions campaign
Trade Association
Article placement
Webinar
Podcast
Research study
Committee participation
Conference organizing
Conference participation
Digital Presence
Curated content
SEO
PPC advertising
Pop-ups/Ads on sites
Pixel retargeting
Website
Liking (to create awareness)
Connecting/friending (to create awareness)
Ebook
Digital versions of other tactics (e.g., podcast, ebook, webinar)
Other
Sampling
Promotions
Advertising
After looking at the list above, what tactics are missing?
If there’s a visibility-building tactic you use that’s not on the list, please jot it in the comments section with an explanation of what you mean. (Extra double bonus points if your tactic includes a chocolate reference.)
You can add your experience with what’s effective or not effective for your consulting firm, of course. That’s always helpful. However, we’re not debating what marketing tactics are best. Yet. We’re going to be talking about which tactics to use in the follow-up article.
Can you come up with one or two tactics not already on the list?
Text and images are © 2023 David A. Fields, all rights reserved.
Lecturing in a university setting or participating in outreach events about your subject.
Terrific, Eileen. The university circuit is a great visibility-building (and credibility boosting) idea for many consulting firms.
How about “answer-bombing” in established online forums?
You’re right, Kerry. If your prospects are hanging out in a forum, then being present there will get you noticed. Good one.
Send a newsletter to your contacts on a regular basis, could include original content and/or links to articles that caught your interest, key upcoming industry conferences, etc.
Newsletters are a great “just keep us in mind” tactic, even if your prospects don’t open them. As you wisely point out, Will, the content doesn’t have to be original.
And both you, David, and you, Will, are providing great examples of how to use newsletters that are effective and interesting. Of course, chocolate puns also help bring a smile to your readers’ faces!
Thanks for the support, Franziska. As with all content, the more you can make your newsletter Right-Side Up (about the reader, not about you), the better you’ll fare. Will does the best job of creating value for a community that I’ve seen anywhere.
I just started my consultancy, but published surveys would be one that I would add.
I also try to solve for non traditional problems that lead back to what others my competition is working on. For instance, I solve for employee turnover while my competitors focus on voluntary employee benefits.
Hope this helps.
Congratulations on the new consulting practice, Rod! Surveys are an excellent tactic. Not only can they give you credibility and a reason to publish and speak, the survey process itself can expose you to many prospects. Thanks for the tactic.
Being the administrator of a Group on Facebook or LinkedIn. If your target audience is investment firms – you could run a group titled: realizing financial gains through chocolate.
Extra double bonus points for the first chocolate reference of the morning! Of secondary importance: fabulous tactic, Dave. social forums have become a gathering place, and if you’re the ringleader it helps your firm in many ways.
Buy group tickets to some event (off-Broadway play, chocolate tasting, professional chocolate wrestling, etc) and then invite people to join you.
50 Bonus Points to Will for a second comment and teasing the upcoming off-Broadway production of WWE Presents Chocomania–This time it gets dark! Seriously, anchoring a group is an impressive tactic that shows off your community-building chops.