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How do I grow my consulting business with digital marketing?

How do i grow my consulting business with digital marketing?A change management consultant asked me this question recently: How do I grow my consulting business. Whether you are an expert in that topic or you consult around another area of expertise, the answer and tactics are pretty much the same.

Here’s the answer I gave him. (You can substitute your consulting business for his in my answer and it will be equally relevant.)

Answer: The best way is to become the pre-eminent expert in your field on the web and attract people who are seeking change management expertise.

Here’s how to do that:

1) Figure out the top 100 questions anyone buying change management services might ask and answer them comprehensively on a blog over the next 6-12 months.

2) Provide a glossary of terms on the blog around change management terms. Use common and esoteric terms, as many as makes sense.

3) Establish a layman’s guide to change management and publish it in an ebook. 10 to 30 pages will do. Make it the best intro to guide you can. The offer it for free in return for a sign up to your mailing list.

4) Send our great content on the list about case studies, new trends, how-tos, and other questions answered about the topic (you can use your blog material)

5) Offer a Q&A submission form and answer any questions within one business day to someone who might have ask about the topic. Answer directly (this is a nice lead) and reuse the answers on your blog and in your newsletter to generate more leads.

6) Follow the core community of change management experts on social media, contribute to the conversation and publish some of your material on linkedin and tweet almost all of it on Twitter as it is produced. You can use hootsuite for this

7) Hire an Search Engine Optimization company to work with your site to get it ranked for change management. Your amazing content will be a key tool in making this happen.

8) Get help is designing your email marketing funnel and be sure to use a tool like to drive it. This will help you identify opportunities among your subscribers.

If you poke around the web you’ll notice that there is not a lot of stiff competition on change management. With a bit of time, money and effort it won’t take long to dominate search engine results and social media. Then let the business come to you.

BTW, you might also want to write a piece or FAQ (frequently asked questions) on “how to hire a change management consultant” and post it on LinkedIn, Facebook, Twitter and of course your own site.


Drop me an email if you think we can help you with your business at or if you’d like a copy of our free 60-page Digital Marketing Secrets Revealed ebook, get it here.

Be weird: The most effective attention-getting strategy

Here’s a quick question you may not have considered:

What does a raccoon riding alligator have to do with digital marketing ? (Scroll down below the picture to reveal the answer)

The most effective attention-getting strategy: Be weird

Absolutely nothing.

Except for the fact that it does make a great segue into our discussion on why “weird” is a good attention-grabbing strategy in digital marketing.

It got you to read this, didn’t?

If you want to get your people in your target market to actually stop what they are doing, and be so fascinated by what they see they can’t help but to click the link you just posted, you’ll want to try using strange, weird and wonderful headlines.

BUT – a word of caution:  Read this post before you use the weird strategy to learn how to do it effectively. There are some basic but crucial rules on its execution.

The most effective attention-getting strategy: Be weird

Why Weird Works:  

The weird attention-getting strategy works because it uses a human survival instinct we all have to spot things that are out of place. It is something we do because we:

a) Always want to ensure we are safe, and weird or unusual can mean danger…

b) We are curious beings by nature. Learning is how we evolve. It’s how we, as a species, get better.

If you think about it, that’s likely what had you click this article. 

Humans want to understand and solve things.  And, it’s easier to spot things that are out of place than things that are usual or to be expected.

This strategy is used be some of the top copywriters in theoprah world. Like the guys who work for the National Enquirer.  It is the No.5 most read publication in the world.

For those who aren’t familiar with the magazine, it’s got articles with the latest celebrity news. The stories are completely made up, but they often seem valid and real. Like this one about Oprah:


Just to be clear, I’m not going to show you how to make up stuff so you can fool people into reading your articles. Below you’ll learn how to use weird to get attention only, while remaining a credible resource with your integrity in tact.

Want more proof?

Cincrease web traffic by 10 timesWD recently used this tactic for a forklift dealership in California and increased web traffic on the day it was posted BY MORE THAN 10X.   How did we do that? On April Fools day CWD added this listing to the company web store for a hover lift truck. It was a fun joke that made warehouse manager smile and got them some major attention:hovertruck







3 Rules when using the be weird attention-getting strategy:

1. Use weird in your hook or title, then follow up with facts and truths.  It’s important that any content your business shares publicly provides value. When you are constantly feeding your target market information and solutions they need, you become a credible resource that your people trust.

So, if you use the be weird strategy use it only to hook your reader. It’s best used in titles and email subject lines.

Once you get their attention your job is done.  Your strategy worked.  Then, you have to follow up with true facts and serious information to keep your credibility in tact.

You never want your customers to feel fooled or dumb. That breaks trust and can damage your brand.

Here are some examples of how to use “weird” to hook:

  • North American Nutritionist’s blog: “Why eating crickets is good for your health” – Article that explains how crickets are high in protein and are eaten in many countries around the world for good health.
  • Tampa news blog article: “This Christmas there’s snow in Florida”  – Article is about a popular new toy for kids – a mini snow cone machine – that’s selling out quickly in at local department stores for the Christmas season.
  • Health blog: “Why you should be happy if you’re bald” – Article reveals a research study that shows bald men live longer.

2. Tap into niche topics in your industry. Look at your industry and evaluate the topics that aren’t commonly discussed openly.  You want them to be common enough that people deal with them, yet things that no one else is solving.

Here are some examples:

  • Doctor’s blog:  “What your pooh says about your health”
  • Therapist’s blog: “Why less sex can be good for your marriage”
  • Online recipe:  “How to make low-fat zucchini fries that taste like french fries”

3. Use odd images.  Pictures that look out of place are good attention grabbers.

Jeff Johnson, an expert in lead generation suggests that people are drawn to images the suggest luxury or living a good life.

The experts at have tested many landing page conversion rates using the same copy but changing out the pictures. They found that using a picture of an attractive woman smiling will increase your chances of conversion.  This is true for every industry and even if your landing page content is completely unrelated to women.

See our use of the weird image tactic here: