Seven marketing channels to promote a consulting business

All consultancy businesses want to ensure that they have a steady stream of clients, and plenty of ways to generate new ones. That’s why it is important for consultants to understand which marketing channels are going to be most useful for them. Below are seven vital marketing channels for promoting a consultancy business in order to get more clients.

Organic search rankings

One of the most effective – and cheapest – ways to promote your consultancy business is to have your site rank higher on Google. Search engine optimization (SEO) is a slow process, but you can continually add to your site and improve it over time. If you do the right things your site will gradually ascend higher, and you will see more enquiries from your organic traffic.

The factors considered ‘crucial’ in ranking higher on Google include high quality inbound links and optimized content that targets the right keyword intent. Other important things that you need to do include ensuring the security of your domain and ensuring that pages on your site load as quickly as possible.

Paid online adverts

There is sometimes debate in the digital marketing community as to which is more effective: SEO or paid advertising. The truth is that these are very different forms of marketing, which have very separate goals. SEO is all about the long-term, and placing your website in a strong position to get many enquiries over time. Paid advertising is all about getting leads fast.

Pay-per-click (PPC) adverts on Google, as well as on social media such as Facebook and Twitter, can be extremely effective in getting visitors to your site and making conversions. Of course, they come at a cost, so it is all about striking the right balance between finding clients and spending sensibly.

Marketing flyers and leaflets

Sometimes the old ways are still the best – and there is definitely still a important place for distributing printed materials such as flyers, leaflets, and brochures. It is critical for consultants to feel tangible and real, so putting a physical product in someone’s hands really helps to emphasize what you can do for their business.

Modern printing businesses can provide printed materials on demand, and in the quantities that you need for your business – in a broad range of sizes, styles, and finishes. This means that whether you are attending an event, producing a direct mail campaign, or simply want to leave materials offering your services in a strategic place, this can be accomplished quickly and easily.

Social media

Don’t forget that social media platforms offer many potential channels for promoting your business – not just the paid options mentioned above. It is important that your business maintains a social media presence on any platform that feels relevant to your business. This can not only act as a way to get out your message and promote what you do, but it can also offer another way for customers to contact you.

Social media is a vital way for you to engage with your audience and highlight key services. And when potential customers see that you have a thriving community on your social channels, they are more likely to understand the benefits of working with you.

Email marketing

Just as it is important to use physical mail outs, it is also worth noting the benefits of email marketing campaigns. The crucial thing for consultancy businesses here is in building up a database of email addresses for potential clients and customers – sending out periodic emails can then provide you with more enquiries.

Email marketing is especially relevant for B2B. In fact, 59% of B2B marketers say that email is their most effective channel for revenue generation.

Consulting platforms

Making sure your consulting firm is visible on renowned consulting platforms can be key for building a reputation. Clients that are seeking to hire a "new" consultancy will visit consulting platforms and databases to do their research, and in the process use the information to invite firms for a RfP process.

There are dozens of consulting platforms on the market, and it's important to seek out platforms that build credibility and seem independent to clients, such as Consultancy.org. On such platforms, showcase company expertise and examples of projects delivered.

Local events

Make sure that you don’t overlook the importance of business groups and meetups in your area. These can be important opportunities for networking, and promoting your brand in the local area. It can be even more effective if you can get the chance to get up in front of them and show off what you have to offer.

Final thoughts

It’s vital that consultancy businesses vary their marketing channels. Putting all of your eggs in one basket can be a big problem if your leads dry up – so make sure that you are putting effort into all seven of these important channels.