The start of this article makes it sound as though you have a choice, doesn’t it. ‘How to use email marketing to grow your consulting business’. Mmm, I might just try that Nick, it sounds interesting. Maybe I will use email marketing, or maybe I won’t. When it comes to selling your consulting services, you have the final say after all, don’t you?
No. Well, yes, but really, no.
You see the simple truth is that when it comes to selling your consulting business services, if you are not using email marketing you will be at a huge disadvantage to consultants who are using email marketing. A huge disadvantage.
The main reason for this is that unless you are a crisis management consultant, stepping in when the proverbial hits the fan to avert a major crisis for a company, most consultancy services are not a ‘distress purchase’.
Take my services as a marketing consultant. Nobody rushes out to the streets shouting ‘Find me a marketing consultant right now, immediately, I need a new client right this minute or it’s curtains for me”.
Or a business continuity consultant. Who wakes up enthused about this very day, right now, setting up a plan to deal with a crisis many months into the future, dashing to their keyboard and frantically typing in ‘business continuity consultant’ into Google, whilst simultaneously picking up the telephone to get the consultant in right now.
I hope I make my point, and sorry to be so brutal in breaking this to you, but I do pride myself on providing ‘no fluff advice to consulting businesses’, so I am being true to myself, and hopefully making a crucial point clear to you. The point is this: your future consultancy clients will take time to decide to make contact with you about your services, often a very long time.
So if you are not using email marketing for your consulting business you are almost certainly missing 80% of your opportunities to win more consulting contracts. Do you really want to throw away that many chances to win new business?
So How Do You Use Email Marketing In Your Consulting Business?
You may be pleased to hear that this is the easy part of the process. Once you are convinced that you must use email marketing to ensure that you sell as much of your consultancy services as you need to to be profitable, using email marketing is relatively straightforward.
Use one of the major providers (I use Aweber), prepare your first free guide which will appeal to your target audience, publicise it on every page of your website in exchange for your prospects email address, and hey presto, you are up and running.
Notice the key part above; you must publicise your free guide on every page of your website. Don’t make the mistake that most consultants make of just putting it on one page and having a link to that page only on the home page or in the navigation. This is a huge mistake when you realise that most people who visit your website to find out more about your consulting services will only ever look at two or three pages.
People are busy; they do not have time to search around your website. They might find your website through a good article you have written and be tempted to find out more, but time is money, so they don’t have time to dig around to find out more about your consulting services. So they leave, unless that is that at the bottom of the article they have just been reading you offer them the chance to receive a free guide, or to find out more about your services, just like you will see at the foot of all of my articles.
If you do this, more likely than not they will add their details, and then you have them. You can now send them an email at least every month, but preferably every week, so that at that point in the future which may be six weeks or six months away, your name is in the front of their mind because you have kept in contact.
Suddenly you are not one of three or four consultants being considered for their business, you are in the race of one of one consultants. That is a far better race to be in than the former.
Now if you are thinking that it will be hard to create the content, it won’t be. Your website needs new content added regularly to provide you with the chance of attracting more clients to your consulting business, so this content can also be used as the content for your email marketing newsletter. Two birds, one stone.
Summary
Email newsletters absolutely haver to be a part of the marketing of your consulting business. Without them you will struggle to create the consultancy business of your dreams.
Download my free guide below to find out the other crucial elements to a six figure consulting business (see what I did there)?
Free Guide: 8 Key Strategies For A 6 Figure Consultancy
Download this free guide to discover:
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- How to generate leads for your consultancy, week after week.
- The secret to winning repeat client business
- How to price your services to guarantee success
- How to leverage your time to ensure that you are paid over and over again for work you do only once
- Easy ways to keep in touch with your clients
- Automating your business so that you can enjoy more time with your family or to enjoy your hobbies, ensuring you always stay fresh and focused for your clients
- The one mistake that could derail your consultancy (if you do not know about it)
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