1. Gaining the attention of your ideal clients. MODULE 3
Promotion
Gaining the attention of your ideal clients.
MODULE 3

2. 3
Without people knowing who you are, you’re not going to be able to make a sale! Module 3 focuses on choosing a small number of marketing channels, and determining how you will work them consistently, persistently, and patiently.

3. Why Market?

4. “People buy from people they know, like and trust.”

5. The Challenge Consulting is not transactional.
It is a high cost service.
So to make sales you need to create deeper connections with your prospects.
Before they buy they need to know, like and trust us.
That means that the sales process is long, and leads typically need a lot of nurturing
The aim of marketing, therefore, is to become known, liked and trusted, and to stay top of mind with your ideal clients

6. “People buy for one of two reasons —  they buy to move closer to pleasure or to move further away from pain.”

7. There’s Two Reasons to Market:
To win work now
To win work in the future
There’s Three Core Marketing Targets
Your ideal client who knows you and who has bought from you before
Your ideal client who may or may not know you and who hasn’t bought from you before
People who can get you in front of your ideal clients

8. The 3 Audience Types Oblivious: Don’t realise they have a problem
Afflicted: Have an idea of what their problem is, but not how to fix it
Informed: Know what their problem is, and the solution, but may not yet know that you can provide the answer
Your marketing channels should address each type to be the most effective.

9. Your Target Marketing Outcomes
Get attention
Gain permission to stay in touch
Create understanding: Take people through the journey from Oblivious to Afflicted to Informed
Stay top of mind so that when they have a need they remember you

10. Seth Godin, Permission Marketing
“Permission marketing encourages prospects to participate in a long-term, interactive marketing campaign in which they are rewarded in some way for paying attention to increasingly relevant messages.”
Seth Godin, Permission Marketing

11. Permission Marketing is…
Anticipated – People look forward to hearing from you
Personal – the messages are directly related to the individual
Relevant – the marketing is about something the prospect is interested in

12. 5 Marketing Secrets Every marketing channel can work
Marketing consumes a lot of time and takes a lot of time to get results
Marketing requires consistency and dedication
To be able to market affordably, you need to be a specialist and target a niche
Everything you do in marketing is designed to move the ideal client on to the next step

13. Marketing Channels

14. Marketing Channels Traditional In-Person Traditional Written Digital
Networking
Exhibitions
Training
Public Speaking
Professional Associations
Cold Calling
Sponsorship
Partners
Private events (dinners)
Traditional Written
Book
Published Articles
Direct Mail
Business Cards
Digital
Website
Blog
Podcast
Vlog
Search Engine Optimisation
Webinars
Infographics
Guides/White Papers
Digital - Social Media
Profiles
Groups
Paid Advertising

15. Audience Building & Content Distribution
Becoming known, liked and trusted.
Taking people through the journey from Oblivious to Afflicted to Informed.

16. Content Marketing (with permission)
Create
Distribute
Be GDPR compliant
Send to list
distribute via Social media
Monitor & Optimise
Monitor feedback
Tweak/Fix errors
A/B test
Repurpose (superset)
Blog
VLOG
Podcast

17. Social Media

18. Social Media Monthly active users (July 2018) Facebook (2,200,000,000)
YouTube (1,900,000,000) (owned by Google)
LinkedIn (106,000,000)
Instagram (800,000,000) (owned by Facebook)
Twitter (336,000,000)
Meetup (35,300,000)

19. LinkedIn Personal Profile: Make it client focused – not an online CV
Company Page: Create and use to distribute content
Groups: Become a member of other groups to gain the ability to message people, and to get your content in front of a wider audience
LinkedIn Premium: Expensive, but provides more in-depth search capabilities and the ability to message contacts you’re not connected to via InMail
LinkedIn Advertising: Can be expensive compared to Facebook, but a better platform for targeting corporates

20. Facebook
Personal Profile: Keep for personal, do not use for your business as it’s not only against FB terms, but it means you’ll lose the ability to have a personal profile
Public Figure Profile and/or Company Page: Use for content distribution and for content curation in your FB group (if you choose to create one)
Groups: Better engagement over LinkedIn, but unlikely to be utilised by anyone in a mid to large corporate
Facebook Advertising: Costs are increasing and if targeting corporates, likely to be a poor investment choice

21. Your Marketing Foundations

22. 1. Basics Business email address Business cards
Professional LinkedIn profile

23. 2. Lead Magnet
An incentive to offer in exchange for contact information.
It’s the first step to adding someone to your list.
Use with both traditional and digital marketing approaches
Include a Call To Action
Make it part of an indoctrination sequence
Distribute it
Plan for the follow up

24. 3. Keep In Touch List
Create a structured list of the people you met who you believe there’s value in keeping in touch with. They could be previous clients, team members/contractors/subcontractors (alumni), business contacts, etc.
Records key details, such as:
Name
Business
Last met/contacted
When to meet next
Who paid!
Follow it up!

25. 4. Website
Your website will typically be the second port of call after your LinkedIn profile
It provides the hub for all your marketing efforts – both traditional and digital, and supports all 3 marketing targets
It should contain the following:
Your blog/vlog/podcast
Resources section
Services Pages
About
Your story
Contact Us
Create CTA’s everywhere – get people on your ‘permission’ list
Follow-Up with an sequence

26. 5. Email List A key business asset
Creates life and longevity to all your marketing efforts by enabling you to continue to reach out to people who have discovered you before
Utilise automation tools – Mailchimp, ActiveCampaign, etc.
Focus on growing a list of quality contacts – quality over quantity

27. Tell Me, What is it You Do?

28. Elevator pitch or mantra or strapline
Who (do I help), What (result), How (is the way I help them special), Why (does it matter)?
Examples:
Elevator pitch: I help B2B consulting business owners build sustainable and scalable consulting businesses, using our proven methodology called the Consulting Compass, in order to give them the confidence to go after big clients, and achieve high fees without burning out from overwork.
Mantra: Sustainable, Scalable, Saleable Consulting Businesses
Strapline: More Clients, More Predictability, More Profits

29. Creating Your Marketing Funnel

30. What is a Marketing Funnel
Traditionally, a Marketing Funnel is simply a metaphor for the journey someone takes from first finding out about you, to becoming a customer. Your task is to choose marketing channels to support your marketing funnels.

31. A More Modern Approach
The traditional funnel model relies primarily on closing a sale and moving on to find the next client. A more modern view is to put greater emphasis on post sale nurturing. This means focusing on growth, not just acquisition. For the consulting business, this is more about the convergence of traditional with digital marketing methods.
Source:

32. The convergence of traditional and digital
Online ad
Traditional
In-person meet
Reads magazine article
First Contact
Schedule a meeting
Wait for them to make contact
Download lead magnet
Capture into marketing software
Follow-Up
nurture campaign sending them to published content
Regular newsletter
More in-person meetings
Nurture

33. Orange boxes are start points
Orange line means prospect takes the action
Solid blue line means you take a planned action
Dotted blue line means unplanned action you take
Light blue box = your action
Dark blue box = qualified opportunity
Dark blue box with red surround is the target outcome
Copyright 2018 Consulting Compass
Marketing Funnel
Once nurture sequence completes, revert to standard mailings
New subscriber nurture sequence
newsletter
START HERE
Drive traffic to lead magnet
(Ads, social posts, , etc.)
Helps to create authority and encourage responses from further cold outreach whilst also providing value back to known contacts
campaign
START HERE
Outreach and infographic create ideas for a ‘companion’ article
(lead magnet)
Cold Outreach (Social Media, Cold , Cold Calling, Exhibitions, Networking)
Data enables you to create an infographic
Webinar
Understand Ideal Client Problems
Infographic
Lead Magnet (Capture via Landing Page)
Can capture phone number to follow-up with a warm call
START HERE
Signature Service
Warm Outreach (known contacts)
Initial
Discovery service offering
Full Discovery service
Outbound Call (Warm call)
Understanding problems provides ideas for blog articles that will resonate with your ideal client
(if blogging is a chosen marketing channel)
Infographics are not typically restricted content, but you could request a phone number for access and make a warm call, although that might be premature (and must be GDPR compliant)
It’s also rare, but an infographic can result in a prospect and/or partners directly reaching out
Distribute links to blog articles via as many mediums as possible i.e. LinkedIn profile page, company profile page, LinkedIn groups, Facebook groups, etc.
It’s rare, but a blog article can result in a prospect and/or partners directly reaching out
Client Meeting
Blog article
Inbound call
(Hot call)
Complimentary Services
(Project revenue)
Proposal
Complimentary Services (Recurring revenue)
Blog articles hosted on your website have Calls to Action (CTA) to join your mailing list
Blog articles hosted on website have CTA to ‘Contact Us’
Website
(Contact Us)
Get to the ‘Proposal’ box in as few moves as possible!

34. Signature content Use for a talk, or a guide, or etc.
Create your outline
Include your personal story
Use empathy

35. Define your marketing approach
Complete the following task:
3.1 Complete an audit of your current social media presence
3.2 Determine your preferred marketing channels
3.3 Audit your marketing foundations
3.4 Start your 'Keep in Touch List' with a list of at least 2 people that you can reach out to this week
3.5 Define your mantra/strap line/elevator pitch (pick one). Share in the Facebook group and provide peer critique on other’s

36. Create Your Door Openers

37. 3.6 Create An Infographic
Utilising the data that you have gathered from your prospect outreach calls, possibly combined with further research of your own, create an infographic.
Utilise software of your choice to do so – I recommend Visme.
Include your Strap Line or Mantra (if that is what you have chosen) in the footer and include a hyperlink to your website.
Share it the Consulting Business Navigators group on Facebook.
Provide critique on the submissions by your peers (Be respectful; add value!)

38. 3.7 Create Your Lead Magnet
Taking your research and infographic into account, determine a more in-depth companion guide that takes it to the next level
Choose an marketing platform provider
Provide the Lead Magnet as ‘gated’ content on your website