Let’s face it: Your consulting firm faces a lot of competition. The audience you want to grab and keep the attention of, that you want to become your clients, is busy.
They are easily distracted.
Chances are they feel overwhelmed on a daily basis.
You need a proven way to get them to notice you. You need to engage with them. You need to turn a sizable number of them into leads, then prospects, then clients, then repeat clients. It would be very nice if those who were satisfied clients become your cheering section, your “brand ambassadors” that told other business professionals about their wonderful experiences with your company.
Want a proven tool that can help your consulting firm accomplish each of these objectives?
Enter content marketing.
Yes, Content Marketing Is For You
You may be thinking that content marketing is only for certain industries, but not yours. Well, think again. It’s for you. And It’s not just “nice to have”, it’s a must have, especially for consulting and professional services firms that offer a valuable service but don’t have a physical, tangible product.
This two-part article will help you in several different ways; this part will explain how content marketing can benefit consulting firms like yours. We will also discuss a specific content marketing success story. Part two will dive into some of the challenges of content marketing and how to overcome them.
We will cover some important cautions, as well as content marketing best practices that can help you experience more success with your efforts.
Benefits Of Content Marketing For Consulting Firms
It’s no secret that the Internet has revolutionized how business is done, including how purchases are made. This holds true for the B2B (Business-To- Business) world.
Your potential clients don’t pick up up the phone right away and call you when they realize they have a problem they need solved. They go online.
They visit different consulting firms’ websites. They read relevant industry publications. They ask their peers for advice.
Prospective clients conduct a significant amount of research on possible solutions before they ever contact a vendor. Your content could be a deciding factor that persuades them to take a closer look at your services.
As they are researching their options, they are busy. Maybe even overwhelmed. They are not suffering from “too little to read” or “not enough to do”. A lot of the content they see is immediately deemed irrelevant.
What happens to most of the content various firms are offering them? It gets completely ignored (more in our next article on how to keep this from happening to you).
This is a Prime Opportunity
Do content marketing right, and you can stand out in your potential clients’ minds in a big, bold, positive way. You can grab and keep their attention. You can take them from being casual readers, to interested qualified leads, to red-hot prospects.
If prospects delay their purchase, you can use your content to build and maintain top of mind awareness, so your firm will be the first one they think about when it gets close to decision time.
It’s a cliché, but it’s true: Clients buy from consulting firms they know, like and trust. What a great content marketing opportunity! Through your content, they can get to know you, even before they make the first contact with your company.
Produce “conversational” content with personality, content that focuses on them and their problem and how you can solve it for them. Offer proof of how you have solved similar problems for other clients, and they will begin to like and trust you.
And here’s another content marketing benefit for consulting firms like yours: Content marketing can pay substantial long-range dividends. Your content can help you engage readers and turn them into leads long after it has been written and published. If your content is “evergreen”, it can be relevant to readers now and well into the future. Make a commitment to producing such marketing content regularly, and your consulting or professional services firm can develop quite an impressive, and extremely valuable content library.
The more content you have, the easier future content becomes to produce. You can take your white papers and turn segments of each one into blog articles. You can turn your webinar scripts into white papers. You can turn your emails into landing page copy, and on and on.
And keep this in mind: If they are written well – in a persuasive, engaging, reader-centric, easy-to-understand manner, your marketing assets won’t be mere words, they will be income-producing assets.
A Real World Content Marketing Success Story
You want proof. Here it is. This article contains the case study of a leadership, management and corporate training provider that netted 388% more leads after implementing a comprehensive, four-step content marketing strategy. Among other compelling benefits, the company enjoyed a 20% higher click through rate after employing its new, content-based email strategy.
Suffice it to say that a well-orchestrated content marketing plan can help you expand your consulting client base, boost your ROI and build your consulting business to new levels.
FunnelProfit helps our consulting clients succeed with top quality digital marketing content and authority-based lead generation. Want to find out more? Contact us today!
Be sure to read Part Two of this article. We will talk about some of the challenges consulting and professional services firms face with content marketing and how you can overcome them.