Episode Transcript
[00:00:01] Speaker A: Made in the UK for HR consultants worldwide. You're listening to the HR Marketing Guys podcast.
[00:00:14] Speaker B: Hello, James here and welcome to this week's podcast episode. Likes on LinkedIn won't get you new clients, so please stop chasing LinkedIn algorithm. And in this week's main event, I'm going to explain what you should be doing instead to turn your LinkedIn into an appointment appointment setting machine. And in today's thought of the week, I've got a little personal update from me and why I'm loving delivering the Prepare to Grow Mastermind. So let's jump straight.
[00:00:38] Speaker A: In this week's main event.
[00:00:43] Speaker B: The big ultimate goal of your marketing is to get more appointments in the diary. And 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.
Okay, so the next thing I want to talk to you about is a simple yet powerful three step system that you should use to grow your consultancy.
Step one 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. And lead gen is how you feed your funnel. Step two is build a relationship with your audiences over time. And 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 newsletters, emails and post on LinkedIn. And finally, step three is to convert the relationship. So this is your lead conversion stage. This is when you'll reach out to your hottest leads and ask them if now is the right time to start working together. Now you have to do all three steps in chronological order in order to get more appointments in the diary and lots of lovely new clients. 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 just 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? 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 that you need to be doing is feeding this machine and you'll do that by connecting with business owners that are likely to buy 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 consultants 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. And the best type of post at the moment is that kind of personal and professional matrix. So it kind of leads with the personal intro, but then has a professional call to action.
And then you need to start actually having conversations with your connections via DMs. Remember that these are real people that you want to start to talking to and the best way to do that is via DM. 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. And 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 appointments 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. Okay, now let's talk about the importance of a multi channel approach when it comes to growing your consultancy. And while LinkedIn can be a very effective channel, you shouldn't put all of your eggs into its basket. And I think the increase in LinkedIn saturation and the decrease in LinkedIn's engagement is going to be a blessing in disguise for you. Why? Because it will encourage you to adopt a multi channel approach.
So instead of posting on LinkedIn, I really want you to focus on building your email marketing list for me. Email is the most effective yet underutilized marketing channel available to you. You should also be focusing on your SEO to make sure you show up when a business owner is searching for a consultant near them or in their industry.
And this is 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 cl.
And in the past we only really created brand awareness type content, but now we're creating content for every step of the three 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.
So instead of posting on LinkedIn, I want you to be updating your website with the weekly blog post for SEO and updating your Google Business profile with a weekly post SEO. I want you to be building your email marketing list and sending weekly emails. I want you to be posting in industry specific communities that you're targeting and I want you to be sending a monthly press release out and getting mentioned in publications.
So to help you do this, we've created a marketing channel setup and optimization checklist so you know how to set up your email list and grow it in the future. We've also created a best practice multichannel content schedule so you know what to post where and when. And then also we have lots of awesome content for lots of 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 SEO key phrases that you want to rank highly for. So this is going to be completely personalized and you'll be able to post these and really see the SEO benefit from them. We're also offering way more support. So as a member of the HR Marketing box, I really want to see you succeed and get the results that you want. And that's why I want to give you as much support as we can to help you achieve your goals. So to help you we're now offering a KPI tracker. So this will help keep you on track and will also help us know what support you need most. We're also 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. And then there's going to be unlimited email support from me. So if you're stuck, frustrated, deflated, angry, upset or anything else, then please ping me an email because it's so easy for me to offer you advice and guidance and kind of keep you on the straight and narrow. And finally, the biggest and most exciting update that we have is the HR Marketing bot. Not box, but bot. So 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 tagline 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, the same affordable price each month. If you'd like to learn more about any of my services, please check out the website thehrmarketingguy.co.uk and book in a.
[00:07:52] Speaker A: Call with me James's thought of the.
[00:07:57] Speaker B: Week Bit of a personal update from me this week. I finally booked my flights back to the UK from Bali and I'll be landing on July 2nd. I've been here for eight months now and it's time to come back and see everyone. I'm very much looking forward to seeing my mum and dad, the family dog and of course all of my friends. I've already told mom that I want a full Christmas dinner. I was here for Christmas and I've been craving her cooking ever since. And weirdly, I want fish and chips from the village chippy because they are banging.
So I decided to treat myself and book business home. They say you've got to do it once and get a taste of the lifestyle. So that's what I did. And now I'm worried that I won't be able to fly anywhere again cheaply. But there we are. Worst problems to have I suppose. And then I'm not 100% sure what I'm doing when I'm back, but I don't think staying away for so long in the future is for me. I've always wanted a proper base in London and freedom to travel wherever and whenever, like Shakira. So I think that's what I'll work towards next. And while being in Bali, I've been really pleased to have diversified the services that I provide and I am currently loving delivering the Prepare to Grow Masterminds. This is a 10 week mastermind to help you build the business behind your consultancy and get ready for proactive growth. There's four big takeaways of the Mastermind milestone. One is about helping my consultants define their target markets and create an ideal client profile document so they know everything they need to know about who they're targeting. Milestone 2 is all about building a standout brand and unbeatable USP. While creating a brand strategy document. Their messaging is spot on and resonates with their target market. Milestone 3 is all about creating packages that focus on entry level services and recurring revenue. So instead of trying to sell this big chunk of hr, they're taking it one step at a time which will help them to get more clients on board. And finally, Milestone 4 is all about putting the right marketing in infrastructure in place so that they have everything they need to start generating leads, nurturing them and converting them into happy clients. And for me, these are the four essential pillars any business needs to proactively grow. And I'm really excited to finally put these in place for the clients that have come on board with our June cohort. So if you would like to learn more about the Mastermind or join our next cohort starting in September, then please visit my website and get in touch.
[00:10:17] Speaker A: You've been listening to the HR Marketing Guys podcast, helping you to get new clients and create a life you love.
