Why You Must Always Be Growing Your Audience

email marketing for consultantsIf you’re like most consultants, you’re familiar with the sense of panic that sets in when you are staring down a dwindling project pipeline.

It’s no fun, and yet we find ourselves in that position over and over.

There’s no secret formula for avoiding this problem entirely, but you can make it a lot less likely to happen with a well-known, but underused marketing idea.

It doesn’t matter if your business is humming along or you’re just starting out. You should be systematically growing an audience for your ideas.

You may think of that audience as your community, fans, tribe, followers, readers, or subscribers. Whatever you call them, I’m talking about the people who are interested in what you have to say and will listen to you.

It doesn’t matter if your business is humming along or you’re just starting out. You should be systematically growing an audience for your ideas.

They could be clients you’ve worked with, people on your contact list, or social media followers. If you’re not growing that audience, you’re leaving opportunities on the table—lots of them.

I’m not talking about being more visible to the people who already know you, though that’s a good thing. I’m saying that you should work to extend your reach more broadly within the markets you serve.

Why? Because it will bring new clients to your practice.

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Making the Most of Referrals

referral

You Just Got a Great Referral. Now What?

It’s hard not to be elated when someone refers a prospective client to you. When that happens, give yourself a pat on the back. Your hard work and strong relationships have led to a good chance for new business.

But keep in mind that, with a referral, you have two “clients” to think about, not just one. The first “client” is the person who put their name on the line and made the referral to you. The second is the prospective client who was referred to you. And they are equally important.

But keep in mind that, with a referral, you have two “clients” to think about, not just one.

The First Thing You Should Do

When you get a referral, think about what must have happened behind the scenes. Someone who knows you had a conversation with a contact about an issue and concluded that you could help. That person gave you an endorsement, which means your referrer trusts you, understands your work, and is willing to help build your business.

From a marketing perspective, it doesn’t get much better. You’ve got a qualified, interested person who is pre-disposed to work with you.

Given that, it’s tempting to dive right in and start scoping out a referral opportunity.

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