How to Find Consulting Clients Using a Smart Digital Content Strategy
Updated: May 18
As a business consultant, you know how important it is to work with clients who understand your value. Because when you work with these clients, you can use your expertise to help them solve complex problems, make informed decisions, and achieve their goals. Plus, when they realize you can solve the exact problem that’s keeping them awake at night, they are willing to pay well for it and you get to do work that is truly fulfilling.
However, attracting the right clients is difficult. It’s frustrating when you know how much you have to offer but you’re sitting around waiting for the phone to ring. Often you end up taking less-than-perfect jobs, just so you can keep your business on track. And when you get distracted by these lesser projects, it leaves little time for growing your business in the way you really want to.
That's why it's crucial to have a strategy for attracting the right clients. And that's all about communicating your value.
A smart content strategy will transform your business by attracting the clients who appreciate your expertise and value your services because it speaks directly to their challenges. And an attractive side benefit of this content strategy? It enables you to stay top-of-mind with your current network too.
In this guide, you’ll get 5 steps to help you use content effectively to attract the right clients for your business consulting services, build trust and authority in your industry, and ultimately achieve your business goals.
You can stop taking those lesser jobs, and focus your time and energy on the work and clients you find most fulfilling.
So grab a cup of coffee, get comfortable, and let's dive into the world of content marketing for business consultants!
Step 1: Define your ideal client
The first step in attracting the right clients using content is to get really clear who you're talking to. It’s crucial that you understand their needs, preferences, and pain points in order for them to see themselves in your marketing. I strongly advise you to get help with this from a third party such as a B2B Copywriter! In my experience, consultants often find it hard to step back and define the value they bring to clients, because they are so close to the detail of their solutions, whereas a fresh pair of eyes can spot the nuggets of gold!
Often, marketers talk about client avatars. This can be an effective strategy, but I find my clients get to the heart of what their clients really want far more quickly and thoroughly by thinking about real people who are perfect for their business.
So, start by analyzing your existing client base. Look for patterns among your most satisfied and successful clients.
What are the problems they bring to you, and how do you help them solve those problems?
What are the benefits of your solutions, and how do they impact your clients' businesses and lives?
What objections do potential clients have that prevent them from saying yes to your services?
By identifying these key factors, you can create a detailed picture of your ideal client, including their demographics, psychographics, and behavior patterns. This information is crucial for developing a content strategy that resonates with your target audience.
Why is it so important to identify client problems, benefits of solutions, and objections?
Understanding these factors allows you to tailor your content marketing efforts to better resonate with your ideal clients.
When they see you understand their specific challenges they connect with you.
When they see you have authority and expertise to provide a solution, they start to trust you.
And by addressing their objections head-on, you can overcome potential doubts and increase the likelihood of a successful engagement.
Defining your ideal client and understanding their problems, desires, and objections is a crucial first step in developing a content strategy that attracts the right clients. Speaking directly to them helps you establish a relationship of trust and credibility that will drive business growth and success.
Step 2: Create your content strategy
Once you've defined your ideal client, you can develop a digital content strategy that speaks directly to their needs and interests. The best place to start is wherever your clients are already. If you know they use LinkedIn, for instance, start there. This can help ensure your content is seen by the right people and helps establish your brand as an authority in your field.
However, it's important to keep in mind that your ideal clients are likely to go to your internet "home" – your website – to check you out after seeing your content. Therefore, an important early step for your content strategy should be to ensure the key pages on your website - home page, about page, and service pages - are up to date and representative of your business. These pages should make a great first impression and clearly communicate your value proposition to your ideal clients.
In terms of content creation, it's important to think about the types of content that will be most valuable and engaging for your ideal clients. This could include blog posts, whitepapers, case studies, webinars, or videos, depending on your industry and their preferences. Your content should be informative, educational, and focused on solving their problems or addressing their needs.
Additionally, you should consider how you will promote your content to ensure it reaches your ideal clients. This could include social media promotion, email marketing, or even paid advertising, depending on your budget and marketing goals.
By developing a content strategy that's tailored to your ideal clients and promotes your brand as an authority in your field, you can increase your chances of attracting the right clients who are looking for the services you provide.
Step 3: Provide value with your content
So how do you create content that your ideal clients pay attention to? These days, we’re bombarded with information all day long, so it’s essential yours stands out from the crowd.
The best way to do this isn’t to be salesy or try to create a “viral” post. It’s quite simply to provide real value. You want your ideal clients to know it’s worth clicking on your email or stopping their scroll because they are confident your content will deliver.
One of the keys to attract the right clients is to speak their language and address their specific problems or pain points. By using the words and phrases they use and focusing on the solutions they are actively seeking, you demonstrate that you understand their needs and can offer relevant, effective solutions.
By providing valuable content that speaks to your ideal clients' needs and pain points, you build trust and establish yourself as a trusted advisor in your field. This makes it much easier to attract the clients you want, as they learn to trust you and see you as the consultant with the authority, experience, and expertise to help them.
Step 4: Promote your content
Creating great content is only half the story. You also need to promote it effectively. Here are some tips:
Share it on social media: Share your content on your social media channels to reach a wider audience. Be sure to use relevant hashtags and tag any people or brands mentioned in the content to increase its visibility. Also, consider posting your content multiple times on different platforms and at different times to maximize its exposure.
Use email marketing: When sending emails, make sure the subject line is attention-grabbing and highlights the value of the content. Personalize the email with the recipient's name and include a clear call-to-action that encourages them to engage with the content.
Guest post: Reach out to other publications in your industry to reach a wider audience and establish yourself as an authority. When pitching to other publications, be sure to personalize your outreach and offer a unique and valuable perspective that aligns with their audience's interests.
Use organic search engine optimization (SEO): Optimize your content for search engines to help it appear higher in search results. Include relevant keywords in your content, use descriptive headlines and meta descriptions, and build high-quality backlinks to your website.
By promoting your content effectively, you can increase its reach and attract more of the right clients. Remember to be strategic with your promotions and focus on channels where your target audience is most active.
Step 5: Measure your results
The last crucial piece in your content strategy is measuring your results. This involves tracking metrics such as website traffic, social media engagement, and lead generation. By measuring your results, you can determine what's working and what's not, and adjust your content strategy accordingly. This helps ensure that your efforts are focused on what's most effective, leading to better ROI and business growth.
How do you measure the results of your content strategy?
Use Google Analytics: Set up Google Analytics to track your website traffic and behavior. This will give you insights into how users are finding and interacting with your content.
Monitor social media engagement: Keep track of your social media metrics, such as likes, comments, and shares, to see which content is resonating with your audience.
Use marketing automation: Use marketing automation tools such as HubSpot or Marketo to track lead generation and lead nurturing efforts.
Analyze conversions: Measure the number of conversions on your website, such as form submissions or newsletter sign-ups, to see if your content is driving the right actions.
Conduct surveys: Survey your audience to gather feedback on your content and learn what they like, what they don't like, and what they want to see more of.
Build a loyal following of ideal clients through strategic content marketing
By following these steps, you can use content marketing to attract the right clients and grow your business consulting services. Remember to define your ideal client, develop a content strategy, create high-quality content, promote your content, and measure your results. With time and dedication, you can build a loyal following of clients who appreciate your expertise and value your services.
But keep in mind that content marketing is not a quick fix. It takes time to see results, and you need to be patient and consistent in your efforts. However, the payoff can be significant. By attracting the right clients, you can build a sustainable business that provides value to both you and your clients.