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Your Comprehensive Guide to Marketing Tactics for Consulting Firms

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

Facebook

Twitter

LinkedIn

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?


48 Comments
  1. Eileen L
    February 5, 2020 at 6:37 am Reply

    Lecturing in a university setting or participating in outreach events about your subject.

    • David A. Fields
      February 5, 2020 at 7:58 am Reply

      Terrific, Eileen. The university circuit is a great visibility-building (and credibility boosting) idea for many consulting firms.

  2. KERRY NESBIT
    February 5, 2020 at 7:05 am Reply

    How about “answer-bombing” in established online forums?

    • David A. Fields
      February 5, 2020 at 7:59 am Reply

      You’re right, Kerry. If your prospects are hanging out in a forum, then being present there will get you noticed. Good one.

      • Will Bachman
        February 5, 2020 at 8:19 am Reply

        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.

        • David A. Fields
          February 5, 2020 at 8:32 am

          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.

        • Franziska
          February 5, 2020 at 12:09 pm

          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!

        • David A. Fields
          February 5, 2020 at 2:25 pm

          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.

  3. Rod Patten
    February 5, 2020 at 7:10 am Reply

    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.

    • David A. Fields
      February 5, 2020 at 8:00 am Reply

      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.

  4. Dave Heisey
    February 5, 2020 at 7:39 am Reply

    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.

    • David A. Fields
      February 5, 2020 at 8:02 am Reply

      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.

  5. Will Bachman
    February 5, 2020 at 8:21 am Reply

    Buy group tickets to some event (off-Broadway play, chocolate tasting, professional chocolate wrestling, etc) and then invite people to join you.

    • David A. Fields
      February 5, 2020 at 8:36 am Reply

      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.

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