Navigating the Challenges of Marketing as a Consultant or Freelancer

When I established my own consulting firm, the journey was fraught with hurdles, the foremost of which were convincing potential clients of my firm's legitimacy, acquiring the necessary staff, and taking on projects that required capabilities I didn't have. This experience, however, shaped my approach to marketing as a consultant or freelancer, leading to a refined and adaptive strategy.

The Initial Challenges

One of the first and most daunting challenges was proving to potential clients that we were a legitimate management consulting firm. This included showcasing my firm's resources, our ability to solve unforeseen issues, and ensuring we had the right personnel to carry out projects. Initially, I remedied this by aligning with a larger, established consulting firm that could provide specialized talents and infrastructure support, thereby lending credibility to our offerings.

Another significant challenge was the requirement to possess all the necessary capabilities for every project. To address this, I enlisted independent consultants in areas like organizational development, instructional design, human resources planning, and financial analysis. This strategy enabled me to bid on larger, more complex projects, often stretching to multi-year contracts valued at over a million dollars.

Strategies for Marketing

Despite these strategies, there were still instances where I lacked certain key capabilities. In such situations, it was important to focus on the value I could add and the mission alignment rather than the specific details of my skillset. This approach has proven effective, focusing more on personal branding and reputation than a traditional marketing strategy.

Marketing as a Personal Brand

One of the biggest challenges in marketing is the lack of a conventional marketing strategy. Instead, the focus is on personal branding and positioning yourself as a partner to mission-driven individuals. I find that when I emphasize my mission to make the working world better, and couple it with genuine connections, I attract the right clients.

I often engage with people who are similarly driven and want to make a difference. While technical details of company size and industry are important, mission alignment and the presence of complementary skills are the key considerations. This approach has allowed me to work with a diverse range of clients, even those where I may not have all the requisite capabilities.

The Evolving Nature of Personal Branding

The marketing or 'branding' of a consultant or freelancer is not a static process. It's an ongoing and adaptive approach that evolves with every project and interaction. Feedback from clients, updates to professional skills, and changes in market demands all contribute to refining this process.

I believe in staying true to my vision and values, while also being flexible and responsive to the needs of my clients. This balance helps in building a strong and authentic brand that resonates with potential partners who share my mission.

Conclusion

In summary, the journey of marketing as a consultant or freelancer is marked by challenges but also profound opportunities. By aligning with established firms, leveraging a network of independent experts, and focusing on mission alignment, I've been able to navigate these challenges and build a successful consulting firm. The key is to evolve with the market and stay true to one's values, ensuring a strong and authentic personal brand that attracts the right partnerships.