I'm honored, and a bit perplexed, by the attention. You see, I don't think I've been doing that great a job marketing my consulting practice. For example, check out Sonja's Twitter profile. She has over 2,200 followers while I have a measly 142. Only 21 people have "liked" my Facebook page. I've been sporadic lately in getting speaking engagements and articles published (the usual excuse--too busy).
Yet despite my shortcomings, I still have more of a web presence, publish more articles, and speak at more conferences than 90% of my clients. And most of them have dedicated marketing staff. More importantly, I attract more prospective clients through my marketing efforts than most of the engineering, architectural, and environmental firms I work for.
How can that be? I may be a minimalist marketer, but I focus my efforts on those activities that have have been shown to be the most effective. Last November, I posted in this space a summary of several studies that identified the best marketing tactics for professional service firms and other B2B enterprises. I identified eight marketing practices that stood out:
- Seminars and other in-person events
- Conference presentations
- Articles in third-party publications
- Search engine optimization
- Articles posted on your website
- PR pitches to journalists
- Email newsletter
If my supposed marketing prowess deserves anyone's attention, perhaps it is in this: If I can do it, certainly your firm can too! I'm a one-man consulting practice responsible for every aspect of running my business. Yet I still make time to post to my blog (most) every week, publish a monthly email newsletter, write several articles a year, speak at various conferences, conduct webinars, maintain a content-rich website, and dabble with social media. The result: 70% of my new clients come as a result of my marketing activities.
So if your firm is spending most of its marketing investment on activities that are not among those producing the best results, let me urge you to take the "minimalist marketing challenge." Commit to at least use the top tactics as much as I do. If I can do it, your firm certainly can. It might even get you noticed across the pond.