How do consulting companies market themselves?

Several basic problems need to be solved: what is the content of external communication? To whom? How to spread? The content of communication: the value we can bring to our customers, not just the services we can provide. Be careful not to be too professional after refining, it must be the core value appeal recognized by customers. The object of communication: first of all, from the marketing strategy, the question to be solved is: what is our product? What kind of differentiated services can you provide to customers? Next, combining our professional advantages, market capacity, profit rate and other factors, this is the process of market segmentation for our customer groups. Specifically, where are our target customers? Is it aimed at more than 50 million customers or 65.438+0 billion? Do you focus on the target customer's industry? Is the working object the chairman of the company or the human resources director? Communication mode and path: 1. Google keyword search: Baidu's simple bidding ranking has great limitations, and Google keyword search is a cost-effective way. It is suggested that you can put advertisements in the early stage, and then slowly remove them after the SEO work, ranking by your own click-through rate. Key to implementation: A: Do SEO, and automatically and consciously improve the click rate of the website through external links. B: Keyword setting is the key to success. Conduct on-site market research on customer contacts to determine their common keywords when choosing consulting companies. Their ideas will not agree with our consulting company. 2. Public relations is the promotion method with the highest cost performance and the lowest cost. Specifically, there are the following appropriate ways: A. Press release: You can ask the public relations company to issue a press release to promote the consulting company in the media, preferably without any trace, and it is a product placement advertisement. You can also post on major management forums yourself. B. Activities: Hold various salons and forums mainly for target customers to create exchange opportunities. Several consulting companies can be considered to jointly organize * * * to enjoy customer resources and enrich activities. C. Events: Combining the current social hotspots, creating momentum and causing news events will naturally attract positive media coverage. D network public relations: 1. Information monitoring: monitor the negative news of the company on the website at any time and delete it immediately to minimize the impact of the crisis. 2. Create online word of mouth. Post in professional forums, create a professional image, and maintain close communication with target customers. 3. Online forum irrigation, crowd tactics. 4. Network virus: create hot and novel things, and consider combining with consulting company products. 3. Hard advertising is not recommended, and the sunk cost is too high. In normal customer relationship management, we will send our monthly report regularly (preferably every month) to enterprises that have contacted our company, which can include our news and marketing information. Maintaining continuous contact with target customers is a very effective means of promotion. Understanding each other is sometimes very important. 5. TV program exposure: Can the chairman or chief consultant participate in popular financial TV programs to promote the company brand? Zhao Min of brand organization, Xinzheng of Xinhua, Zero Survey and Song of Ronggen Capital are all successful models. Second, the sales mode of sales: at present, the marketing of domestic management consulting companies is mainly marketing, and the role of active sales is very weak. Many consulting companies have tried the salesman model, but they all ended in failure. Can be combined with the characteristics of our company, to improve. In terms of active sales, there are two ways: to make the sales staff expert and to make the expert sales staff expert. Consulting business is different from tangible products, and it is a high-end intellectual service product. Only when the sales staff have solid marketing consulting knowledge and the sales promotion ability of the grassroots sales staff can it be completed. Let the salesman become an expert: give professional training to the young and energetic salesman so that he can at least have the ability of assistant consultant. Let experts be salesmen: establish an attractive commission reward system to drive consultants to actively promote our consulting services. In addition to telemarketing, you can also consider DM direct mail and database marketing, which are very effective means. I am the top!