Becoming a “Consulting Niche Celebrity”

By Kai • Get daily marketing tips for consultants here


Do you want an unstoppable value proposition for your business?

A value proposition and a differentiator that none of your competitors (no matter how hard they try, how long they’ve been in the industry, or how much money they spend) can compete with?

Something that attracts prospects, warms your prospects, and converts prospects into clients and loyal, raving fans?

You want to become a Consulting Niche Celebrity

Why Become A “Consulting Niche Celebrity”?

When you’re a Consulting Niche Celebrity you’ve built up an amazing amount of proof that shows that you, your business, and your services are trusted, respected, and valued by clients in your target market to solve problems.

You:

  1. Pick a Target Market (Niche) — You want to pick a small, specific niche within an industry to target.

  2. Be Everywhere —You want to make it so prospects can’t help but run into you. This could look like content marketing (articles, testimonials, case studies), marketing campaigns (advertising, outreach, events, webinars), or personality based marketing campaigns (podcast hosting, podcast guesting, guest articles)

The more content you produce and share, the easier for prospects to come across your marketing.

When you’re working on becoming a Consulting Niche Celebrity, you’re investing in marketing that takes you from:

‘Who is this company I keep hearing about?’

to

‘I have to work with this company I keep hearing about!”

What Does It Take To Become A “Consulting Niche Celebrity”?

To be a consulting Niche Celebrity, you need to give the perception that you are everywhere.

That doesn’t mean you need to be everywhere. At once. Right now. That means you need to invest, over time, in marketing that gives you the appearance of being everywhere at once.

You want to make it so prospects, leads, and clients just can’t help but run into you and reasons to work with you:

  • Testimonials and case studies from happy customers, published on your site

  • Educational explainers on YouTube, showing off your knowledge and expertise

  • Testimonial videos on YouTube, sharing the highlights, features, outcomes, and benefits of working with you.

  • High ranking pages in Google, so when a customer is searching on a topic, you’re what they find

  • Podcasts, interviewing you or members of your team, sharing examples of problems you helped your clients overcame

  • Podcast Guest Interviews, with you, featured as the guest expert, sharing something informational, educational, or controversial with the listeners

  • Guest articles, published on established and new sites or in popular trade magazines that your target market reads

  • Quotes from you shared in articles online

When you add all of this up, you end up with uncountable proof that your services and business are the best choices for your clients.

How Do You Become A “Consulting Niche Celebrity”?

You develop uncountable proof that your services and business are the best options for your clients.

You do this by assembling your “Two Pounds of Marketing Proof.”

As you assemble your “Two Pounds of Marketing Proof,” you naturally become a celebrity in your niche.

When you have “Two Pounds of Marketing Proof,” you’re everywhere your customers are looking:

  • Websites

  • Magazines and trade publications

  • Social Media

  • Podcasts

  • YouTube

Everywhere.

Let’s take a look at an example:

  • You run into a problem with AWS, so you Google for an answer

  • You run into an article that gives you the start of an answer to your question

  • A few days later, you’re searching again, and this time you find a podcast interview talking about the problem you’re experiencing. Would you believe it? It’s the same person from the article you read!

  • A week later, you’re browsing Twitter and see a friend Tweeted out a video — and it’s from the same person that the Podcast Interview featured and that wrote the article.

They’re everywhere!

You’ve Just Experienced “Two Pounds of Marketing Proof”

When you’re developing your “Two Pounds of Marketing Proof” for your business, you’re creating online and offline artifacts — articles, interviews, PDFs, email campaigns — that capture your insight and expertise and let prospects find them.

When you have “Two Pounds of Marketing Proof,” you’re making it so your customers can’t help running into you and understanding reasons to work with you:

  • Testimonials and case studies from happy customers, published on your site

  • Educational explainers on YouTube, showing off your knowledge and expertise

  • Testimonial videos on YouTube, sharing the highlights, features, outcomes, and benefits of working with you.

  • High ranking pages in Google, so when a customer is searching on a topic, you’re what they find

  • Podcasts, interviewing you or members of your team, sharing examples of problems you helped your clients overcame

  • Podcast Guest Interviews, with you, featured as the guest expert, sharing something informational, educational, or controversial with the listeners

  • Guest articles, published on established and new sites or in popular trade magazines that your target market reads

  • Quotes from you shared in articles online

“Two Pounds of Marketing Proof.”

Why “Two Pounds?”

Ideally, it should make a ‘thud’ when you package it all up into a binder and drop it on a prospect’s desk.

To assemble your “Two Pounds of Marketing Proof,” you need to:

  1. Understand who, specifically, your target market is

  2. Research your target market and understand how to reach them

  3. Research your target market to understand what pains, problems, and questions they’re struggling with

  4. Start assembling your “Two Pounds of Marketing Proof” through diverse content marketing efforts, answering questions, sharing resources, and positioning yourself as a thought leader and authority

To know how to reach your target market, you want to research and understand:

  • What websites do buyers in your target market read?

  • What magazines and trade publications do they subscribe to?

  • Who do they follow on Social Media?

  • What Podcasts do they listen to?

  • What YouTube channels do they subscribe to?

The easiest way to reach your customers is to go where they already are. So as you assemble your “Two Pounds of Marketing Proof,” focus on going to where your customers already are and creating your “Marketing Proof” there. For example, if there’s a podcast your target market listens to, appear on the podcast as a guest (http://www.podcastoutreach.com).

That way, as you’re building up the proof that shows that you are the best option in the market, you’re also marketing your business to prospects in your target market.

Would you like to become a “Consulting Niche Celebrity”?

It starts with getting in touch (http://kaidavis.com/apply/) and letting me know you’re looking for help.

Excelsior!

Kai


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