Episode 37: LinkedIn likes won’t get you new clients

The big ultimate goal of your marketing is to get appointments in the diary.

This is the main KPI we should track and focus on when it comes to our marketing and lead generation activities.

Growing your consultancy, to a certain degree, is just a numbers game.

The more people you get booked in for a call.

The more clients you're likely to get.

Unless you're absolutely horrendous at selling, which I doubt, but that's a conversation for another day.

So, for the sake of this podcast episode, let's keep our eyes on the prize and that's appointments in the diary.

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Okay, the next thing I want to talk to you about is a simple, yet powerful 3 step system that you should use to grow your consultancy...

Step 1 is to grow multiple audiences like your LinkedIn connections and email marketing list.

This is your lead generation stage.

And this is when you'll connect with people on LinkedIn, offer them something of amazing value and opt them into your email marketing list.

Lead gen is how you feed your funnel.

Step 2 is to build a relationship with your audiences over time

This is your lead nurturing stage.

Your goal here is to increase your brand awareness by putting as much content as you can out there to be consistently seen and heard.

Think your monthly newsletter, emails and posts on LinkedIn.

And finally, step 3 is to convert the relationship

This is your lead conversion stage.

This is when you'll reach out to your hottest leads and ask if now is the right to start working together.

Now you have to do all 3 steps in chronological order in order to get appointments in the diary and lots of lovely new clients.

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Okay, so now I've painted the picture there, let's go back to the order of the day...

LinkedIn has become incredibly saturated recently.

Everyone is posting...

Content is becoming so much more competitive.

And getting any sort of engagement has become increasingly more difficult...

And as a result, I see lots of people now chasing LinkedIn's algorithm to try and get as much reach and engagement on their posts as possible.

But for me, this is completely the wrong metric to measure when it comes to growing your consultancy and getting more appointments in the diary which is our ultimate goal remember.

So that's why this podcast episode is titled "LinkedIn likes won't get you new clients".

So what should you do instead?

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Well let's stay focused on LinkedIn for now and I want you to imagine that LinkedIn is your consultancy's appointment booking machine...

The first thing you need to be doing is feeding this machine.

And you'll do that by connecting with business owners that are likely to buy from your services in the future.

The next thing you need to be doing is actually engaging with their posts.

Now I know LinkedIn can be very distracting but you need to remember that your primary use for LinkedIn is to grow your consultancy.

So instead of liking and commenting on every other HR consultant's posts in the UK, you should engage with businesses you actually want to work with in the future.

Then you should post a mix of business and personal content that encourages action.

The best type of post at the moment has a personal / professional matrix.

And then you need to start conversations with your connections via DMs.

Remember these are real people you want to start talking to and the best way to do that is via DM.

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Now most consultants I know are just posting on LinkedIn and they're putting so much weight on the reach and engagement of their posts.

I want you to take this weight off.

Because, posting is part of a system and you need to be doing all parts of the system in order for it to work.

This approach is more likely going to result in appts than becoming a 'LinkedIn influencer' and chasing engagement on posts.

So when it comes to LinkedIn, please stay focused on what the actual goal is and the best way for you to achieve it.

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Okay now let's talk about the importance of a multi-channel approach when it comes to growing your consultancy.

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While LinkedIn can be a very effective channel, you shouldn't put all of your eggs into its basket.

And I think that the increase in LinkedIn saturation and the decrease in LinkedIn engagement is going to be a blessing in disguise.

Why? Because it will encourage you to adopt a multi-channel approach.

Instead of just posting on LinkedIn, I really want you to focus on building your email marketing list.

For me, email is the most effective, yet underutilised marketing channel available to you.

You should be focusing on your SEO to make sure you show up when a business owner is searching for an HR consultant near them or in their industry.

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And that's why I am completely TRANSFORMING the HR Marketing Box to give you unbeatable value for the same, affordable price.

So for those that don't know, the HR Marketing Box is an online library full of ideas and ready-to-use content to help you get new clients.

And in the past, we only really created brand awareness type content but we're now creating content for every step of the 3 step lead system.

So we've now introduced a monthly webinar, monthly lead generation campaign and have plans to create lots of other content like this in the future.

In addition to this, we're really pushing the multi-channel approach.

Instead of just posting on LinkedIn, I want you to be:

To help you do this, we have created:

✅ Marketing channel set up and optimisation checklist - so you know how to set up your email marketing list and grow it in the future.

✅ Best-practice, multi-channel content schedule - so you know what to post, where and when.

✅ Lots of awesome content for different channels

And the biggest update that we have here is that we're now going to create a weekly blog and Google Business Profile post for you that includes key phrases you want to rank highly for.

We're also offering way more support...

As a member of the HR Marketing Box, I REALLY want to see you succeed and get the results you want.

That's why I want to give you as much support as we can to help you achieve your goals.

To help you, we're now offering:

✅ KPI tracker

This will help keep you on track and will also help us know what support you need most.

✅ Monthly check-ins

We're going to be reaching out on a monthly basis to have a catch up with you, complete the KPI tracker together and keep you accountable.

✅ Unlimited email support from me

If you're stuck, frustrated, deflated or anything else then PLEASE ping me an email because it's so easy for me to offer you advice and guidance.

And finally, the biggest and most exciting update that we have is the HR Marketing BOT 🤖

We're developing an AI-powered writing assistant, using the best mix of AI tools which is then trained by me to help you create bespoke marketing content that sounds like you.

The tag line is: Your voice. My experience. Better than ChatGPT

This is going to be a complete game changer and I'm SO EXCITED to finally get this launched.

So you get all of this amazing value for the same affordable price each month.

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If you'd like to learn more about any of my services, please check out the website thehrmarketingguy.co.uk and book in a call with me.