Hi Scott: I’m working on a business plan for a consulting business. Could you please provide tips on how to market such a business?
I thank you in advanced for your assistance.
PB
Hi PB,
The marketing plan is a substantial part of any business plan and should consist of (among other things) your action plan to get your company’s service sold (I’m assuming, by the context of your question, that “advertising” ideas are what you’re interested in). “Consulting” is a very broad term when used to describe a business; I’m not sure what industry you are in or any details about your company’s market and what service you provide. As general advice, however, I have a few recommendations for lower-budget advertising (Super bowl TV commercials can come later).
First and foremost, put up a website. They are cheap, have global reach (which covers “local”), and can give a very professional (large company) look. The Internet is a great place to showcase everything your company has to offer (with many multimedia options available) for a very small investment. Also, unlike other forms of advertising, it doesn’t expire. Your site is always there and ready. Use this as a central place to connect with other providers in the channel. Exchange links/ad space with key complimentary businesses, partners, and previous clients. Use caution, however, not to turn your site into a billboard. You may consider pay-per-click advertising or another form of search engine advertising to drive traffic there.
Get business cards printed. Not at the local photocopy shop, at a professional printer (the BizPro manual tells you where to get 250 for free). If you have artistic talent, use it. Or, for a price, hire someone to design a logo for your company. If neither of these options is good, go without the picture… just use words. Clip-art has no place on a professional business card. Hand your cards out to everyone you meet. Give several to previous clients and ask them to pass them on to interested people. Refer to your website on your business card.
Home office? That’s great for saving on overhead, but get a separate phone line and answering service/machine for your company! Now, get on that phone and start calling. I would recommend writing an introduction letter and mailing it to prospective clients (companies) to warm up your call. Also, get involved with local chambers and small business associations.
I hope this information proves useful to you. Best of luck with your new company!
Sincerely,
Scott Karch
President, BizPro
Scott Karch, author of BizPros plan writing manual, is a six-year veteran of writing successful business plans and finding capital for new businesses. He currently serves as BizPros President and as a loan officer for Main Street Mortgage, which provides both residential and commercial financing. As an Honorary Co-Chairman to the National Small Business Advisory Council, Scott was recently named the Kentucky Businessman of the Year. You may contact Scott at scott@1bizpro.com or by visiting the BizPro website at http://www.bizplansonline.com.
