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Perhaps you are one of the thousands who started their own business during the 2009 recession—or maybe you’ve been an independent consultant for years and are looking to grow. In either scenario, you’ve faced big challenges of late, and may have resorted to unique and aggressive marketing strategies to survive.
Now the dust is settling, and you’ve learned the value of maintaining your marketing and sales activity. You may have also learned that the old cliché “cash is king” still holds true. So how do you cost-effectively market your business to ensure a thriving sales funnel? The biggest hurdle may not in fact be money: It’s your time.
From dedicating one day a week to marketing, to a more scientific approach that calculates revenues resulting from “x” hours of marketing, there are many rules when it comes to determining how much time you should spend on new business development. And in the end, it really needs to be a strategic decision driven by your business goals. As long as that time is used effectively and translates into business, marketing is an ongoing investment.
Communication professionals usually have no shortage of marketing ideas. The bigger question is deciding what cost-effective activities deliver the best results.
Tell everyone you know what you do. Business prospects exist everywhere, often in the places you least expect. Every friend, ex-colleague, former boss, and new acquaintance and—even your great aunt—should know what you do. And remind them, often.
Social media is here to stay. Maybe you’ve fully embraced this medium or maybe you’ve stuck your head in the sand in denial that it’s here to stay. A decade ago we questioned whether every business should have a web site, and similar conversations are happening today about social media. The fact is that social media is an invaluable, powerful, even necessary tool to market your business. So get involved in the conversation. Update that LinkedIn profile, tweet about an interesting article you’ve read or join that industry group you are targeting on Facebook. tThere is no quicker or more extensive way to build your network—a network that works for your business.
Become the expert. Whether you are a writer, a media trainer or an issues management specialist, you have an expertise that your clients are paying for. And it’s this expertise that can elevate you to celebrity status. So yes, shoot for a spot on Oprah, but also submit articles to business publications, start a blog, speak at a business association breakfast and post a YouTube video giving advice—anything that makes you the go-to source in your field. Do what you know and love, and make it part of your marketing program.
Google counts. You may believe that because you are a small operation in professional services, the Internet is not the best place for you to secure new business. Although most of your business may come from word-of-mouth referrals, having a web site and ensuring that you rank high in Google search results is a low-cost, easy way to get business. A web site without search engine optimization is like a plant without water—it’ll wither and die. In all likelihood, your target prospects, whether you know them yet or not, go online to find you and to learn more about you.
The power of the advisory board. If you are an independent consultant, a mentor could serve this purpose, but no business is too small for an advisory board of people who have a genuine interest in your business. Your board could include former bosses, vendors and retired communication professionals—anyone you admire and whose advice and network will be invaluable to your success. Depending on your budget, quarterly meetings at upscale restaurants or informal socials over pizza can create the ideal atmosphere for insightful strategy discussions. Surrounding yourself with those who complement your capabilities will round out your team and provide you with the wisdom that can only be achieved through years of experience.
Networking. Most communication professionals intuitively know the business value of a good network, but how many spend the time to not only meet new people, but also foster the relationships they already have? Putting a system in place where you set objectives to reconnect with one former colleague a month, or commit to having a meaningful, 10-minute discussion with three new people at a business function, sets bite-size goals, and over time, will expand your network and business.
Customer testimonials. Leverage the good relationships you already have and make them work for you. Testimonials can be used in so many ways, from posting them on your web site to writing case studies that can be published in business magazines. Like-minded businesses relate to the experience of your clients and they learn how you can help their business.
Referral fee. Paying out 20 percent of revenues from an individual contract may seem expensive, but consider whether you would’ve signed that new business otherwise. Also acknowledge the time and investment needed to secure that business on your own. Motivating and rewarding your network to generate sales on your behalf is a legitimate business model to be considered—and it can quickly multiply your client leads.
These are only some ideas for effective marketing initiatives that may make up a marketing plan for any independent consultant or small business owner. Alternatively, focusing on one or two of these activities can also be effective. The key is to stay on top of your marketing and commit to your tactics over a period of time in order to see the positive impact on your business. This will not only ensure that you continue to grow and thrive, you’ll be well positioned to endure a tough economy while enjoying the fruits of your labor during a hot market.
Cathy-Anne O’Brien is principal of Toronto-based BlueSky Communications, a boutique firm offering public relations and marketing services. Cathy-Anne can be reached at
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