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Deborah Peters posted a new Marketing A Business thread on 9/12/2011

Looking for marketing advice for my consulting start-up

I need help marketing my consulting start-up. I've placed ads on facebook, taap.it mobile, craigslist and linked in. I've posted a few fliers around town but not too much. Is there anything further I should be doing to land a few clients?
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Anthony Jones Responded on 9/13/2011


I have a consulting company as well (I am actually looking for partners because we have a killer services offering that most consulting companies cant or wont compete with)and I am finding those online marketing methods are a waste of time. So I recruited a field sales person to do direct calling, networking and basically door-to-door sales. Its in its early stages, but it looks to be working. if you do any type of business related consulting,maybe you would be interested in our opportunity. Email me at ajones@buildabusinessworkshop.com for a power point presentation on it.
 
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Deborah Peters Responded on 9/13/2011


Anthony, thank you for your response. The only thing is, I am located in NYC and if we were to direct call or go door-to-door that could be an extremely dangerous method of marketing to adopt. At this time, I am really interested in marketing my own services and not ready to divert from my goal. Thanks for the offer. I know the option is there should I ever decide to pursue another route. Thanks again and best of luck in your own endeavors.
 
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Andrew Clarke Responded on 9/15/2011


Deborah, I don't know what type of consulting business you have, or what types of people you are trying to reach. So this is going to be pretty generic.

In general, I have found online marketing to be extremely effective. I still get over 80% of my clients from the Internet. The key is to figure out who your target market is, what they are looking for and where they are looking for it. That means very targeted keywords, ad copy, and landing pages.


I also notice you mentioned Craigslist, Facebook, etc., but not Google Adwords. Adwords is extremely customizable and is loaded with free tools. You can also integrate it with Google Analytics, which is free. No matter what you are selling, as long as someone wants to buy it, you can find appropriate keywords and develop targeted ads that attract buyers. I would say Google Adwords is the place to start. Then once you have figured out what works, you can expand to other tactics and refine your website so it is more SEO-friendly.

Consultants usually need to become "thought leaders", or at least be perceived as experts in their area. That means writing articles, giving talks, getting on panels, giving interviews, etc. You might also consider writing some press releases using PRWeb. As long as you really have something to say and it is interesting to your target market, this can be a very effective channel.
 
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Deborah Peters Responded on 9/15/2011


Andrew,

Thank you so much for the advice! I will certainly try Google Adwords/Analytics and proceed as suggested therafter. Sounds like some good advice. I will let you know how effective I am at achieving my goals! :)
 
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Andrew Clarke Responded on 9/15/2011


Hi Deborah, I just read your profile on PartnerUp. You said you specialize "in immigration assistance, employment (resume writing and interview coaching) and residential real estate home appraisals (certified in NYS)". To me, it sounds like you have at least 3 different target markets, although I am sure there is some overlap. So I suggest you do some research and analysis of each target market.

For immigration issues, are you trying to reach Hispanics, or other ethnic groups? You might consider writing ads in different languages. You might also consider placing ads in ethnic newspapers or ethnic websites. You might also look at where people with immigration issues go for help. Could immigration attorneys could be a potential referral sources for you, or would they consider you competition?

For resume coaching and employment assistance, job boards, LinkedIn, and other sources seem more appropriate. But you need to target your ads very precisely.

For residential real estate appraisals, you want to reach homeowners. Would any homeowner do, or are there other characteristics (neighborhood, income, type of building, etc.)?

In each case, you should have a different set of ads, keywords, and landing pages. So each person goes to exactly what they are looking for.

I realize this is just a start, but I hope it is helpful.

Good luck!

 
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Ayo Sopitan Responded on 9/17/2011


I am sure you are already aware of immigration forums like immihelp.com, myvisajobs.com and the like. You need a presence there. By presence, I mean you need to become a regular on such forums, answering questions (using your full name and business contact in your message signature) and interacting with the community. Since most people on these sites tend to be people that require immigration help, you are likely to encounter people who may need your service.

Live on these forums
http://forums.immigration.com/
http://www.visajourney.com/forums/
http://murthyforum.atinfopop.com/4/OpenTopic
http://www.immihelp.com/forum/forumdisplay.php?f=6

Another thing that you might want to do is to hire assistants through some sort of affiliate program. They find you clients and they get a commission. I suggest commission-based compensation for these "business development consultants" because it is low risk and potentially high reward if they are properly incentivized (should be a word). Alternatively, hire a virtual assistant (i.e. someone overseas willing to work for cheap through sites like elance.com, vcoder.com and the like) and task them with finding clients.

Call into radio shows and talk about your business. Do it as often as you can. This will particularly work well for your immigration and resume writing businesses since both topics, unemployment and immigration come up all the time.

Make your name more google-able so that as people hear your name or business name, they can easily find you afterwards. Perhaps a compound name?

For your home appraisal business, you need to partner with people that serve other points in the real estate value chain so that they serve as your source of deal flow. What I mean is, the people that need your service have probably worked with real estate agents, mortgage brokers and other professionals already. Reach out to those types of businesses (and you there is no real limit to how many you can reach out to since you can call, email or stop by) and arrange a partnership with them. If they send their clients to you, they get X% of the total take.

For your resume writing business, you need students. The challenge here is three-fold; first, students are broke. Second, those that are not broke are not very likely to invest in resume writing. Third, they probably get this service for free at their school's career services office if they attend any sort of good school. You get around all of that by doing two things; first, try to get the parent's attention. Second, target people that go to lower tier schools. Invest in flyers and have someone hand them out to the kids coming out of these schools. International students are probably cash cows in this area.

Check these out (again, live on forums where your market lives)
https://www.collegeparents.org/
http://forums.ivillage.com/t5/Parents-of-College-Students/ct-p/iv-ppscollege

Also, you could offer your resume writing services as a consulting service to the schools. Reach out to schools that are less likely to have this service in-house and do two things; try to finagle your way into becoming their resuming writing consultant that they bring out twice a semester to help students. If that doesn't work, offer to give free seminars on campus and then house out your card to students afterwards.

Finally, my advice is to separate these businesses into Immigration Assistance, Resume stuff and Real Estate stuff. You don't want to scare people off by offering incongruous services. Have separate names, websites and business cards for these businesses because you want to come across as a focused business person to each of your constituents.

Good luck. Feel free to reach out if you need additional help.
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Mrs. Peters, I have a question, I am an offline consultant as well as a Craigslist Listing Expert. I have one question. When you post your ads on Craigslist do you have images in your posting? I ask because people are more likely to respond to something visual than something textual. If you allow me I would be willing to create a clickable graphic ad for you. Free of charge just to show you what it is that I am talking about. I would just need that url to the website( if you have one), Your telephone # and the pricing of your service. - Dennis Short 1 on 9/17/2011

 
 

Ayo, I thank you so much for the extent of your advice. It is much more than I ever expected of this forum and I must admit that I am truly pleased and appreciative to have received such sound and meaningful advice from everyone. Thank you all!! - Deborah Peters 6 on 9/21/2011

 
 

Dennis, I would love to see what you can do! My telephone number is: (347) 661-2038 The only thing is we have various pricing for our various services so maybe 'free consultation' might suffice? I don't yet have an URL . I'm looking forward to seeing what you can suggest. Visual is always better especially in today's graphic world. - Deborah Peters 6 on 9/21/2011

 
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Joe Villeneuve Responded on 11/13/2011


Attraction Marketing. Since your business model is based on consulting, I assume it is also knowledge based. Show your expertise in your field and your can have clients coming to you. I used this system for by businesses and have shown others how to do the same. It comes down to having a cohesive plan and sticking to it. My first experience with it was as a featured speaker. I never said I could do what I was teaching and the audience should then use my company to apply their new knowledge. I just taught them, and they came to that conclusion on their own. Now, with the digital age in full swing, you can use the internet to do the same thing...for far less money and time.
 
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