How to Accelerate Your Marketing Consulting Business

How to Accelerate Your Marketing Consulting Business written by John Jantsch read more at Duct Tape Marketing

Free course teaches new and existing marketing consultants how to accelerate their growth and profit. – Enroll here – https://ducttapecoach.com

Certain practices go into creating a highly profitable marketing consulting or coaching practice.

Most people focus on the doing part – Doing the work to get a client, any client, and then pivoting to the doing part of getting all the stuff done.

Those are essential elements to be sure, but more focus on building a practice in a systematic way – one that starts with defining your business strategy and launches quickly towards building systems to attract and serve your best clients is the ticket to long-term success.

We’ve created a free course that takes advantage of our thirty years of business building and working with and collaborating with hundreds of marketing consultants around the globe.

The course is video-based and broken into the four key practice areas below.

The marketing consulting model

There are countless ways to deliver your services ranging from pure coaching to full-on “done for you” implementation. The key is to choose the model that fits your strengths and experience.

How to generate more ideal clients

Well, as most know, leads and clients are what makes a business a business. The key is to attract “ideal clients” rather than merely landing work from anyone. There’s a precise methodology for doing just this.

Business building basics

Packaging, pricing, and proposing your services – this is the stuff that sidetracks and ultimately derails most consulting businesses. Get this part right, and you’ll find it much easier to sell and service your clients.

How to better serve your clients

To create an exceptional client experience, you must develop and operate a repeatable client service process. Every client is onboarded, oriented, and served in the same manner – not because it’s more efficient for you that way (although it can be) but because that’s how you get good at serving ideal clients, and that’s how you generate referrals!

We invite you to access our free marketing consultant accelerator course in hopes that it gives you a great roadmap should you just be starting out on your own or helps you refine an element of your already existing business for more profit and better client results.

There is no opt-in, but you do need to create a log-in to access the course – ducttapecoach.com

Weekend Favs March 28

Weekend Favs March 28 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

  • MarketMuse – Use AI to help you plan and write your content.
  • Air – Share images and videos with your team remotely.
  • Flat Icons – Access tens of thousands of customizable flat icons.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape

Finding Success and Whole-Life Wealth

Finding Success and Whole-Life Wealth written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Rock Thomas

Rock Thomas headshotOn this episode of the Duct Tape Marketing Podcast, I visit with motivational speaker, best-selling author, and podcaster Rock Thomas.

After achieving great financial success himself, Thomas began to think about what true success really meant. He saw many others who had reached their financial dreams, but floundered in their personal relationships and let their health suffer as a result of their tireless focus on work.

He wanted to do something to inspire people to live their best, fullest lives in all respects—to find “whole-life wealth.” As a professional speaker, author, and founder of the M1 community, he helps people go from just thinking about success to living their fully-realized dreams.

Today on the podcast, we dive into the concept of whole-life wealth and Thomas shares more about what we can do to embrace an identity that allows us to achieve success, health, and happiness.

Questions I ask Rock Thomas:

  • What is whole-life wealth?
  • Can you unpack the idea of one’s identity?
  • What role does personal purpose play in our achievement?

What you’ll learn if you give a listen:

  • Why rewriting stories we’ve told about ourselves is at the root of driving change.
  • How fear can muddle the clarity of our intentions.
  • Why creating a peer group to hold you accountable can help you flourish.

Key takeaways from the episode and more about Rock Thomas:

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is brought to you by AWeber.

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Becoming Your Best Virtual You

Becoming Your Best Virtual You written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch on Becoming Your Best Virtual You

Virtual and work from home is getting a lot of hype right now, for obvious reasons. I’ve been a big fan of virtual work for many years, and there are some tools I’ve come to love and rely on over the years. I’m going to talk about some of those tools that I think a lot of people have either underutilized or are coming to a new appreciation for right now.

Some of these tools you might begin to use out of necessity right now, but as you get to know them, you might discover that you enjoy them so much you’ll continue to rely on them once we’ve returned to business as usual.

I’m going to run down my list of go-to tools, give you some case studies, and share how I personally use those tools in my daily life as an entrepreneur.

1. One-to-One Video

A lot of people are relying on one-to-one video at present because we can’t meet in person, but one-to-one video is a great communication tool even when we do have flexibility with how we meet up and converse with others.

By one-to-one video, I mean a video that you record specifically for one individual. The greeting and message is personalized just for them. And I’ve found over the years that this technology has many applications, from sending internal messages to remote folks on my team to interacting with clients and prospects.

The first way I use one-to-one video is to provide clarification when I’m sending a message. Say I’m forwarding on a long document with lots of detailed information. I might send along a one-to-one video highlighting the most salient parts of the document to help direct the reader.

I also find it’s a helpful tool when you’re working with a distributed team. For example, I work with a lot of web designers, and it’s quick and easy to record a video that shows minor edits that I’d like to see on a webpage they’ve already mocked up.

It’s also great for documenting processes. Using the screen capture tool allows you to walk someone through a process, if you’d like to give them a guided step-by-step walkthrough of what needs to be done in a given program.

It’s also a creative way to interact with clients or prospects. Instead of just sending a standard introductory email, which doesn’t stand out well or capture attention, use a personalized video to catch someone’s eye in an otherwise crowded inbox. It’s also a great way to send a thank you or to ask for a review from a happy customer.

The Tool: Loom

My go-to for one-to-one video is Loom. Even the free version of the platform has tons of functionality. You can film yourself, do a screen capture video, or create a video that shares your screen and shows you down in the corner.

Loom also makes the sharing process seamless. As soon as you’re done recording your message, you hit stop, it produces a link, and you drop that URL into an email. If you’ve integrated Loom with Gmail, it will embed the video directly into your email.

When someone gets the email, Gmail users don’t even need to leave their inbox; the video plays right within their inbox.

2. Video Meeting & Webinar Platform

When you’re working with a distributed team, it helps to have a way for you all to come together face-to-face. That’s where video meeting platforms come in. We use them for internal meetings, to talk with clients (to present ideas, brainstorm, or offer updates); we even use it for one-to-one sales calls.

Video is also a great tool for creating educational content and webinars. And some podcasters have started using video in their recording process. While they’ll only use the audio stream to produce the podcast, it’s helpful for them to be able to see their guest on the screen and makes the interview more natural and seamless.

The Tool: Zoom

The video meeting and webinar platform I’ve come to rely on is Zoom. What I love about Zoom is that there’s no software involved. No one needs to download anything to access the meeting; you simply forward a link and anyone can join from any device.

Zoom can be used for both webinars and meetings. The tool allows you to do a presentation (like a webinar) where everyone is an attendee and is muted. There’s a screen-sharing functionality, and you can incorporate features like chat, Q&A, and polls into your presentation.

Alternatively, you can use Zoom for meetings. Here, your team hops on the video and you can sit around and talk in much the same way you would if you were all around a conference table.

Of course, the one thing everyone must have to participate in a Zoom meeting is a way to connect. But it’s possible to do so via computer or phone. There’s an app for mobile devices, and people can even call in through a dial-in number, if that’s easier.

3. Live Streaming

Live streaming is becoming increasingly popular. And particularly during the current moment, where we’re not able to meet up in person, we’re seeing more personalities hopping onto Facebook, YouTube or LinkedIn to connect with their audience.

I think live streaming is an incredible tool for building community and speaking to your fans, but I find it’s often over-utilized. I think the key to creating great live streaming content is to start by asking yourself “What is useful for my community, prospects, or clients at this time?” That’s the question that should be driving you as you devise your live programming.

All of the major social platforms allow you to go live from within their individual apps, but I prefer to use an external tool.

The Tool: StreamYard

My go-to for live streaming online has become StreamYard. I find the tool helpful for a number of reasons. First, it allows you to broadcast to multiple platforms simultaneously. Rather than having to decide between addressing your fans on Facebook or LinkedIn, with StreamYard, you can do both at the same time.

It also allows you to add branding onto your video. You can put your logo or any relevant promotional information in the bottom third of your video screen. You can also easily incorporate Q&A and chat into your video, making it easy to engage your audience while you’re live.

It’s also really easy to record and hang onto your sessions. While it’s possible to download things that go live on other social media platforms, they don’t make it simple for you to capture that content. StreamYard makes it seamless, and then you have access to the content for future use, should you decide you’d like to reuse it.

Finally, StreamYard allows you to schedule out the time when you’ll go live and includes a notification on Facebook, YouTube, LinkedIn, or your streaming platform of choice. By notifying your audience of when you’re going live in advance, you create a built-in audience for your content and ensure that you’ll have people there to engage with—it helps you to create more of a live webinar experience.

4. Collaboration Software

For many folks who are used to sharing office space with their colleagues, the biggest hurdle to remote work is keeping everyone on the same page when it comes to advancing your projects and agendas. You need a unified communication tool and work space so that you can bring together all the emails, files, revisions, and to-do lists in one place. That way, everyone is always on the same page, and you always know right where to go to look for information.

There are tons of great collaboration suites out there, from Basecamp to Asana to Microsoft Teams.

The Tool: Slack

Our team loves Slack for collaboration and communication. When you’re used to working in an office, you can just pop down the hallway to ask your colleague a quick question. When you’re working from home, Slack is the next best thing.

It not only allows you to keep up a friendly and more relaxed chat environment, it also helps you to keep communications unified and to make sure all relevant parties hear announcements and are kept up-to-date on the latest company news. Rather than having to call around to each person individually, you can notify the appropriate Slack channel, and everyone who needs to receive your message gets it right away.

Is Virtual Me Here to Stay?

A lot of these tools have become necessities right now because of the coronavirus pandemic. People are using the tools in new ways. Some are conducting networking groups online rather than in person. Others have even set up co-working video sessions, where folks log on, go on mute, work individually, and occasionally come up for air to say a few casual words to each other.

We’re even seeing families adopt the technology for fun ways to stay connected virtually. I’ve seen scavenger hunts, science experiments, play dates, book clubs, and dance parties all occur on the web in these last few weeks of social distancing.

While some of these virtual ways of being will likely go away when life returns to normal (a virtual family game night will never replace the in-person hugs and warmth you’ll feel), I suspect some of these new ways of working will stick around.

For example, I host a number of weekend bootcamps throughout the year with our Consultant Network, and we’re planning to move them to virtual events. While there are some things you may lose in a virtual setting (the spontaneous conversation over lunch, say), in terms of cost and ability to include more people, virtual has got in-person beat every time.

Tips for a Better Experience

When it comes to connecting virtually, there are a few steps we can all take to make it a better experience for ourselves, our clients, our families, and anyone else we may be conversing with online.

First, audio is a big deal. There’s nothing more frustrating than listening to fuzzy audio that keeps going in and out. Particularly if you’re presenting to a group, it pays to invest in a nicer, USB condenser mic (like the Blue Yeti). These microphones pick up more depth and character in your voice, and they make you sound a lot more professional than the mic on your iPhone headphones.

Video matters, too. Rather than relying on the built-in camera that comes on your laptop, spend a little bit more on something like the Logitech C922 Pro. A nicer camera will give you higher video quality, with better light and clearer visuals.

Speaking of light, make sure that you have natural light on your face, if you can. Don’t have the light streaming in behind you, though, or you become a silhouette. If you don’t have natural light wherever you’re recording from, investing in a ring light can help your video look less dark and grainy.

Finally, do what you can to eliminate distractions. I know it can be difficult when you’re working from home and might have kids or pets running around in the background, but anything you can do to make your background as clean and seamless as possible is a major bonus for video calls and presentations.

I love the company Anyvoo; they create easily portable backdrops for video calls. You can get whatever you’d like printed on the canvas—your logo, a peaceful mountain scene—and you simply set the background up behind you whenever you have to take a video call. It’s on a stand, so it can be assembled anywhere and is taken down just as easily.

Many of us are adjusting to a new way of working that became a reality very suddenly over the past few weeks. I hope these tools make the transition a little easier for you, and that some of them become favorites that will continue to help you grow your business even after we return to normal life.

Like this show? Click on over and give us a review on iTunes, please!

Klaviyo logo

This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.

Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

What’s their secret? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf.

The 5 Steps to Writing Persuasive Copy

The 5 Steps to Writing Persuasive Copy written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Anik Singal

Anik Singal headshotToday on the Duct Tape Marketing Podcast, I visit with Anik Singal. He is the founder of Lurn.com, a speaker, author, and expert in digital business and marketing.

Singal is passionate about helping fellow entrepreneurs to grow their businesses and achieve their biggest goals. That’s why he created Lurn.com, a platform filled with tools, trainings, and resources for entrepreneurs of all stripes. Over the years, he’s taught his methods to over 250,000 students around the world.

While his expertise is broad, today he stops by the podcast to discuss his 5-step copywriting formula. We all struggle to create compelling messaging that doesn’t feel forced or “salesy.” Using Singal’s formula, you can talk to your prospects on a more personal level, whether that’s in the form of copy on your website, in an ad, or in a one-to-one sales discussion about your product or service.

Questions I ask Anik Singal:

  • What are the psychological aspects that go into persuading someone with marketing copy?
  • What is the purpose of content?
  • How does the transition work?

What you’ll learn if you give a listen:

  • What the concept of interactive marketing is, and why it matters.
  • Why it’s okay to make mistakes in digital marketing.
  • Why the pitch is never about getting the sale (and what it’s really about).

Key takeaways from the episode and more about Anik Singal:

Like this show? Click on over and give us a review on iTunes, please!

Zephyr logo

This episode of the Duct Tape Marketing Podcast is brought to you by Zephyr.

Zephyr is a modern, cloud-based CMS that’s licensed only to agencies. The system is lightweight, easy to use, and incredibly fast. And with an array of beautiful themes to choose from, you can get your clients’ websites up-and-running quickly and with less effort. Or, if you’d rather build a custom site, Zephyr includes agency services to be your plug-and-play dev shop.

Zephyr is passionate about helping agencies create great websites for their clients. To learn more, go to Zephyrcms.com.

The 5 Funnels Every Consultant Should Build

The 5 Funnels Every Consultant Should Build written by John Jantsch read more at Duct Tape Marketing

Starting your own consulting firm can be overwhelming. You feel confident in your knowledge and expertise, but being great at what you do doesn’t automatically translate to having a whole host of clients, clamoring at your door.

To guarantee that you have a stead flow of clients, you must establish a client generation system. With the acquisition of just six to eight more clients, most marketing firms go from surviving to thriving. So if you can take these simple steps to establish a process for attracting prospects and nurturing them appropriately, you can make a world of difference for your business long-term.

Here are the five marketing funnels that every consultant must build in order to grow their business.

1. Prospect Nurture Funnel

Of course, the first step to landing new clients is attracting new prospects and appropriately caring for them. In today’s digital marketing landscape, there are many places you can turn to if you’re looking to attract new prospects.

Search remains a major channel for B2Bs, so making sure you have a strong SEO strategy and are running AdWords campaigns is one critical way to get noticed by new prospects. Social media ads, on Facebook and LinkedIn, especially, are another way for B2Bs to reach the appropriate audience.

And even in our digital world, old school tactics still hold weight. A study out of Temple University demonstrated the effectiveness of print ads; people spend a longer time reading them, have a stronger emotional reaction to them, and are more likely to recall information they read in print than online.

Once you’ve made initial contact with a prospect, creating an email series to nurture the relationship is the logical next step. Start with an offer to welcome them into the fold. From there, create a series that’s set to trigger based on certain actions the prospect takes. By personalizing the content they receive, you go a long way to building up their trust in your business.

Share the most useful content and tools from your consulting practice. Once you’ve proven your value over the course of several emails, follow up with a call to action. If they take you up on the offer, you know that they’re a hot lead and worthy of additional time and attention.

2. Speaking Funnel

I’ve been talking about the idea of speaking for leads for many years now. When you have the opportunity to get up in front of an audience for 45 minutes and prove your expertise and value as a marketing consultant, it’s an incredibly powerful thing.

Whether you’re hosting a webinar or giving an in-person speech, presenting on a topic you’re knowledgable about and sharing information that adds value for your audience is essentially like giving a sales pitch to a room full of prospects all at once. Rather than having to set up 30, 60, or 100 separate sales calls, you’ve done it all in one hour-long presentation.

After you’ve given your talk, follow up with your audience via email. Present them with a limited-time offer—something just for them that will entice them to act right away. This encourages them to take the leap immediately after they’ve had a great experience hearing from you about your business.

Continue to follow up with emails that add value: an FAQ series, meaningful content, a case study showing how you helped one of your existing customers achieve their marketing goals. With every email they receive, they’ll reflect fondly on the value they received from your initial presentation. And hopefully, they’ll eventually move towards being a hot lead that can be nurtured further.

3. Partnering and Network Funnel

When it comes to finding new leads, it’s often best to tap into your existing networks. Cold emails or calls can easily be ignored. But when you reach out to your network of connections and partners, you’re likely to find greater success.

When you meet someone in the real world, follow up with them by connecting on LinkedIn. It’s also possible to connect with new people through LinkedIn alone, but if you do that, it’s best to do your research before reaching out. People can tell when they’re receiving the copy-pasted introductory message. Taking a few extra minutes to get to know something about the individual you’re messaging and referencing that in your first message can go a long way to them accepting your request to connect.

Once you’ve made that initial contact with someone, do not move right to the sale! We’ve all gotten that cold pitch from a stranger before, and it often feels icky. That’s because they haven’t gotten to know you, and so their offer for help feels insincere.

Instead, the best way to reach out to those in your network is to start by adding value. Share something that you think would be of interest to that individual. If you’re talking to someone who owns a commercial real estate firm, send them that article you just saw about the state of commercial development in your city. Once you’ve shown that you can add value, ask them about their goals. What do they want to achieve with their business, and how do they hope to get there? If there’s an opportunity for you to help them reach those goals, let them know about your relevant solution.

If they have a goal that’s outside the bounds of marketing, you can still help! Take a look at your network of partners and refer them to a fellow business owner you know and trust to get the job done. Even though this won’t immediately lead to business for you, when this prospect has a great experience with your trusted partner, they’ll think of you fondly as the person that brought them together. And your partner will appreciate that you referred a great client their way, and will look to do the same for you in the future.

4. Sales Follow-up Funnel

These first three funnels were for prospects who were earlier on in the process. But what about those prospects with whom you’ve met and presented a sales pitch? As you might have guessed, there’s a funnel for them, too.

Once you meet with someone in-person or over the phone, this is the time where they might start to get cold feet. Sure, they think you’re great, but now they’re considering the very real commitment of signing a contract and writing you a check.

It’s your job to continue to dazzle them and convince them that the work you do is well worth the price. Start by sending your prospect a personalized video recap of your discussion. This shows that you listened and took careful notes during the meeting, and it allows you to ensure that you’re both still on the same page.

From there, send them a case study that demonstrates the potential value of working with you. You have the power to eliminate the problems they’re facing in their marketing, and you have proof that you’ve done it for other happy customers in the past.

If you haven’t won them over totally yet, offer to meet up again. This is your opportunity to address any lingering objections and to prove once more that you’re a great listener who understands and cares about the problems they face.

After that second meeting is the time to send another set of follow-up communications. Begin by sharing a piece of information or content that made you think of them. This is a low-pressure way for you to stay top-of-mind with your prospect as they continue to weigh their options. Finally, give it one last check in. Sometimes your success in winning over a prospect is more about persistence than any of your marketing skills.

5. Referral Funnel

Once you’ve gotten more happy customers on board, it’s time to establish a referral funnel. Referrals are the engine that will power your business; creating a situation where happy customers can easily pass your name along to others in their network guarantees you a steady stream of business for years to come.

Start by setting the table with an email. When you get a referral from an existing customer, reach out to provide a brief outline of what you do, and indicate that you’d love to set up a time to chat to learn more about their challenges and see how you can help.

Once you’ve met in person or over the phone, follow up—just as you should after a sales pitch—with a video recap. Again, this provides you the opportunity to send your prospect a personalized video that outlines their questions and concerns, and indicates the solutions you’d propose and next steps.

Follow that up with a list of FAQs that you often get from prospects and customers. People who are just dipping their toes in the waters of hiring a marketing consultant often have many of the same fears and concerns. You sharing this list of FAQs can help your prospect see that their doubts are normal and may help to assuage them.

Next up, share a valuable resource or tool you have on hand. This can be something like an ebook or recording of a webinar, or it might be a checklist or infographic. No matter what it is, make sure it’s something that adds value and addresses the specific concerns this prospect outlined in your initial call.

From there, offer to hop on the phone or meet in person again. Very often, prospects need a second opportunity to ask a whole new set of questions that have arisen as they’ve been thinking about partnering with a marketing consultant.

Finally, after that second call, share a case study from your business. Now that they’ve had the opportunity to meet with you twice and feel confident in your abilities and expertise, an additional example of you doing great work for another business owner can be the final bit of information they need to seal the deal.

Most consultants have the power to transform their business from so-so to stellar with the addition of only a handful of clients. But to win over new business, you have to build a series of simple, repeatable funnels to nurture your leads and take them through the process to become full-fledged customers. This client generation system empowers you to continuously move prospects down the customer journey towards becoming happy, long-term clients who repeat and refer your business often.

Weekend Favs March 21

Weekend Favs March 21 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape

Timeless Habits for Cultivating Success

Timeless Habits for Cultivating Success written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Stephen M. R. Covey

Stephen M. R. Covey headshotToday’s guest on the Duct Tape Marketing Podcast is speaker, author, and Global Practice Leader at the Global Speed of Trust Practice, Stephen M. R. Covey.

M. R. Covey is the former CEO of the Covey Leadership Center, where he helped his father, Stephen R. Covey, launch his classic book, The 7 Habits of Highly Effective People.

He is also a New York Times and #1 Wall Street Journal bestselling author himself. His book The Speed of Trust, is designed to help leaders build a collaborative team and environment on the basis of trust.

As a new edition of The 7 Habits of Highly Effective People is released, M. R. Covey stops by the podcast to discuss his father’s legacy and why the book still matters for audiences of all ages and backgrounds today.

Questions I ask Stephen M. R. Covey:

  • Why is The 7 Habits of Highly Effective People such a timeless book?
  • What are the biggest insights you’ve gained from watching people interact with the seven habits?
  • Which is your favorite of the seven habits?

What you’ll learn if you give a listen:

  • Why it’s so important for people to feel understood.
  • How a paradigm shift can change your reality.
  • Why spirituality doesn’t need to be religious, and how it can help you in challenging times.

Key takeaways from the episode and more about Stephen M. R. Covey:

Like this show? Click on over and give us a review on iTunes, please!

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