Category Archives: Small Business

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 http://cwd.link/infusionsoft 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.

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

Fill your restaurant or business using web marketing

Why is your restaurant or small storefront business empty Monday through Thursday? Do people stop eating or living? No. People go out less, but that doesn’t mean they are not in need of your business and what it offers. So use the down time to shake up some more business and get them in when its quieter. Here’s how using the web.

Storefront small businesses and restaurants don’t always use the web well to interact with their customers, however their customer are using the web to find them (or their competitors) so what follows are some tips on using the web to engage customers and keep your cash register ringing all week long.

When using the web to communicate, remember it doesn’t take a lot of customers to have a thriving business. An active list of 500 to 1000 regular customers can make a small business thrive. So building contacts through social media like Twitter and Facebook, email lists and even basic email. Here are some tips and tricks that should help.

1. Capture customer info and talk to them – Offer your customers a reason to receive email from you. A weekly draw or coupons or specials. Send seasonal events or products or services. Then offer a weekly or monthly newsletter. Use mailchimp.com or constantcontact.com. For small lists these services are free.

2.Use a fish bowl – Have a weekly draw from business cards that your customers put in a fishbowl. Put those customers on your mailing list and send them reasons to open the email. 10% off coupon, 2 for 1 deals, seasonal specials and the like. It doesn’t have to take long to do. A twice weekly send on Wednesdays and Sundays to promote for the weekdays and weekend is ideal.

3. Use social media: Build a Facebook page for your business and sign up for a Twitter account. Then start posting information about your specialty. If you are a sushi restaurant (for example) then educate your followers using social media about Japanese food and culture. Use Hootsuite to schedule regular blasts of information to Twitter daily. Here’s an example post: “Did you know that okonomiyaki is a Japanese pancake that contains cabbage and a mix of ingredients. The word means: as you like it.” Add a link back to your business if possible. This is a good role for a young person on your staff. If you become a source of information about what you are good at people who are interested will follow and become customers.

4. Don’t over sell on the web: People don’t want to be sold to. They want to be served. Treat your restaurant and storefront communications like you treat them at the cash or at the table. Mention and offer. Don’t sell and pitch. That should be reflected in all your web interactions.

5. Be responsive – You would never ignore the phone at your business or let it ring a long time. So be sure to respond quickly in any web communications. Check email one or twice a day. And when you post your email address let people know what turnaround response time they can expect from email.

Do you have a web marketing tip? Enter it in he comments below.