A large number of the people who I meet at networking meetings tell me that marketing is complicated and time consuming, because there is just so much to do. They talk about all the effort that they feel they have to put into social media; they tell me how much money they have to spend on advertising. “How much of that works for you?” I ask. The answer is often that they don’t really know, but they feel that they need to keep up the level of activity, just in case it brings them new clients. “You have to try out different marketing tools, don’t you, just to see what works and what doesn’t,” or so they tell me!
Sue Ferguson at Options HR takes a very different approach to her marketing. Sue has been providing HR services to small and medium sized businesses for many years. She’s been thinking about retiring for many years too, but keeps taking on new clients, because she really enjoys what she does and she’s very good at it. She also knows the best marketing to attract new clients. She’s a consultant, so she knows that networking and referrals will always be the most effective marketing activities that she can put her time and effort into. Sue also appreciates the importance of good content to back up her networking and the recommendations that she receives.
So, Sue follows the ABC of Marketing – asking for referrals, business networking and content – and it works for her. She knows that she doesn’t need to spend much more time and effort on her marketing. She told me that she’s never spent any money on advertising her business. When she follows the ABC of Marketing, she doesn’t need to.
If you’re a Coach, Consultant or Trainer and you’re selling yourself – your own time and expertise – most of your new clients should come from referrals and networking, backed up by good quality content. Keep in touch with your clients, do a great job for them and provide excellent advice to them and your prospects and you will be able to less marketing, for less money and still get the results – and the new clients – that you want.
Talking of recommendations, Sue helped me with HR issues during the time that I had staff. I can thoroughly recommend her, if you’re looking for an expert to give you advice on anything related to employees. You can contact her by visiting her website at www.OptionsHR.co.uk.