Marketing might not come naturally to most HR consultants, but mastering it is crucial for building a thriving consultancy. And whether you’re just starting out or you’ve been in business for a while, these marketing principles for HR Consultants will help you connect with the right people, build trust, and create a steady stream of clients.
1. Choose a Specific Target Market
“SMEs” is far too broad to be effective – you’re effectively saying you’ll work with anyone. And when you try to appeal to everyone, you end up resonating with no one. Instead, think about the industry where your expertise can truly shine.
For example, you might narrow your focus to “SME healthcare providers” or “tech startups.” Narrowing down your target market makes it easier to:
- Speak directly to their unique challenges (like navigating rapid growth or industry regulations).
- Build credibility as a specialist who understands their world.
- Craft marketing messages that feel personal and relevant.
Pro Tip: Start with your past clients. Which industries or company sizes were easiest to work with or the most profitable? Build your niche from there.
2. Understand That Nobody Cares About Your Business Like You Do
It’s a tough pill to swallow, but people aren’t sitting around wondering how great your HR consultancy is. They’re busy solving their own problems, so your marketing needs to cut through the noise.
To grab attention, focus on these two things:
- Clarity: Spell out the specific problem you solve. For example, instead of saying, “We offer bespoke HR solutions,” say, “We help small healthcare providers stay compliant with employment laws while managing recruitment costs.”
- Benefits: Show how life gets better for them. Will you save them time, reduce their risk, or help them hire better employees? Spell it out in your content.
Pro Tip: Your first impression matters. Whether it’s a headline on your website or your LinkedIn bio, make sure it speaks to a pain point your target market cares about.
3. Recognise That Only 2-3% of People Are Ready to Buy Now
Most of your potential clients aren’t actively searching for HR consultants today—but that doesn’t mean they won’t need you in the future. The key is to stay visible and relevant until they do.
Here’s how to reach both groups:
- For the 2-3% Ready Now: Use direct and targeted offers, like “Book a free HR compliance audit” or “Download our guide to solving your recruitment bottlenecks.” These people are looking for quick solutions.
- For the 97% Not Ready Yet: Share valuable, educational content like blog posts, LinkedIn articles, or newsletters. Keep showing up so they think of you when the time comes.
Pro Tip: Use tools like email marketing or LinkedIn outreach to stay top of mind without being pushy.
4. Leverage Email Marketing
Social media is great, but platforms like LinkedIn and Instagram can change their rules or algorithms overnight. Your email list, however, is 100% yours.
Here’s why email marketing is crucial:
- Nurtures Trust: Regular emails let people get to know you over time, building trust before they ever make contact.
- Provides Value: Share tips, case studies, or HR checklists to show you’re an expert worth listening to.
- Encourages Action: Use your emails to promote free resources, invite them to workshops, or schedule discovery calls.
Pro Tip: If you don’t know what to send, start with FAQs. For example, turn “How do I handle redundancies fairly?” into an email topic.
5. Treat Your Clients Like Royalty
The easiest way to grow your business is through word-of-mouth referrals—and happy clients are the ones who’ll sing your praises.
Here’s how to wow your clients:
- Personal Attention: Check in regularly, even after projects are complete.
- Overdeliver: If you promised a report in five days, send it in three.
- Celebrate Their Wins: If your HR solution helps them achieve something big, acknowledge it publicly (with their permission).
Pro Tip: Ask for testimonials while their experience with you is fresh. Make it easy by providing a short template or asking specific questions, like “What changed in your business after working with me?”
6. Your Website Is Your Home Base
Your website is your 24/7 salesperson. It needs to make a strong first impression and guide visitors towards taking action.
Here’s what to include:
- A Clear Headline: Show what you do and who you help in one sentence. For example, “Helping small law firms navigate employment law with ease.”
- Client Testimonials: Build credibility by showcasing results from past clients.
- Strong Calls-to-Action: Use buttons like “Book a Free Call” or “Download Your HR Toolkit” to encourage next steps.
Pro Tip: Don’t overcomplicate your website. A clean, professional design with clear navigation works better than flashy graphics.
7. People Have Money
Don’t let fears about the economy hold you back from charging what you’re worth. People spend money on things they value, even when times are tough.
Here’s how to show value:
- Link Your Services to Their Goals: Explain how better HR policies reduce turnover or boost productivity, which saves money in the long run.
- Offer Packages: Create tiers, like a “starter package” for compliance audits and a premium “all-in-one HR solution.”
Pro Tip: If you’re struggling to set your prices, consider what it costs a client not to solve their problem.
8. Focus on Repeat Customers
Acquiring a new client takes time and effort, but keeping an existing one costs far less. Repeat business is the lifeblood of a successful consultancy.
Here’s how to encourage repeat work:
- Stay in Touch: After completing a project, check in regularly to see how things are going.
- Offer Add-On Services: For example, if you handled recruitment, you could offer onboarding training as a follow-up.
- Create Retainer Packages: Offer ongoing support for a flat monthly fee.
Pro Tip: Use tools like email campaigns to upsell services and remind past clients of the value you provide.
9. Make Time for Marketing Every Day
Consistency is more important than spending hours on marketing. Small, daily actions build momentum and keep you visible. And being visible is essential if you want to build a successful HR Consultancy that earns £70K or more.
Here’s a sample list of quick tasks:
- Send a personalised LinkedIn message to a potential client.
- Share a helpful article in your niche with a short comment.
- Draft a quick email offering free advice or resources.
Pro Tip: Set aside 15-30 minutes at the same time every day to focus on marketing. Treat it like a non-negotiable meeting with yourself and you’ll soon start to embed these essential marketing principles for HR Consultants into your business – and reap the rewards.
Final Thoughts
Marketing doesn’t have to feel overwhelming. By following these marketing principles for HR Consultants, you’ll create a strategy that feels manageable and delivers results.
So start small and pick one principle to work on today—whether it’s refining your target market or sending an email to your list. The key is to keep moving forward, one step at a time.
Need more guidance? Grab a copy of my book, “How to Land Your Dream Client“. It’s packed with practical tips and proven strategies to help you build the consultancy you’ve always wanted.
And if you only take one of these marketing principles for HR Consultants away with you, then make it the need to identify and serve a specific target market – everything becomes so much easier after that.