Typically consultants and practicing professionals split their time between job functions like, marketing, client relation management, service delivery and administrative tasks.

Time allocation to your marketing is important but understandably gets pushed behind client relations and service delivery in priorities. The amount of time you need to commit will depend on:

  • how busy your audience is
  • how important your search engine optimisation (SEO) or position in Google is to you, 
  • how important your credibility and market leadership position is to you
  • if your SEO is linked to your blog and social media strategy in which case you will need to create content regularly.

There is a correlation between the frequency and quality of your online content and your search engine ranking.

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Research reveals that almost three quarters (72%) of buyers planning to purchase a business product begin their research with a Google search – specifically.

This indicates that linking your SEO and your content publishing is a sound marketing strategy for consultants and professionals. Paying for online advertising will not build trust or produce the same results because busy people don't like to be interrupted, but prefer to make informed choices. 

How frequently should you make contact?

The basic rule of thumb is:

  • post when you have something relevant to share
  • report as an industry leader when 'something' will impact your clients
  • announce your achievements and new products
  • ask to 'thought share' on challenges you are facing

If you do not intend to spend money on paid online marketing strategies and appreciate the value of building credibility and trust as a leader, through being highly relevant to your niche you will:

  • touch at least once a week with a blog post and simultaneously publish it to your preferred social media channel
  • publish a monthly industry update and or impact review
  • engage in discussion as often as you can, and initiate discussion as regularly as you can allocate time to
  • monitor your activity weekly to ensure that your key performance indicators are met with your activity

How much time would that take?

As an expert in your field, no doubt you are reading and building specific knowledge regularly. By noting your thought processes, reading or digesting information and pairing that with trending topics across your industry, you will naturally have something worthwhile to say. Write down thoughts like ('this means...' or 'this will effect...' thoughts) as you go. It helps.

An allocation of roughly 5 hours a week would be reasonable if you are a good writer and thinker. Otherwise you could outsource the function and reap the rewards which will cost you roughly $400 - $500 per week and an input of 1.5 hours from you.

Find out more about B2B content marketing and case studies in this LinkedIn article.

Apr 9, 2014 at 9:10am ET by Derek Edmond

 

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