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B2B Marketing How To Use Pre-Conversion Events and Pre-Conversion Content To Win More Clients

B2B Marketing: How To Use Pre-Conversion Events and Pre-Conversion Content To Win More Clients In 2024

July 17, 2024 /

In this recorded small group session, Ben explains the role of pre-conversion events and pre-conversion content in the marketing funnel between early-stage outreach and sales meetings, and how to use them to win more clients.

These pre-conversion tactics are designed to immerse potential clients in the company’s expertise and build a deeper connection.

B2B Marketing How To Use Pre-Conversion Events and Pre-Conversion Content To Win More Clients

Examples provided include webinars, roundtables, virtual conferences, LinkedIn Live sessions, and competitions. Ben highlights the effectiveness of co-hosting webinars to double the audience size and leveraging challenges and competitions to engage prospects.

Multi-author reports and industry surveys are also mentioned as valuable pre-conversion content, aiding in building authority and expanding reach through shared contributions.

The conversation also delves into practical advice for executing these strategies, such as the importance of choosing co-speakers who can help fill the audience and sending calendar invites to improve attendance.

Challenges faced by new business owners, like building email lists and engaging cold audiences, are addressed with suggestions for leveraging partnerships and existing content.

Check out the new book: Grow A Successful HR Business Your Way

Ben shares some pre-conversion event experiences, including running a successful competition and virtual conference, as examples of low-cost, high-impact pre-conversion efforts.

The session ends with a short, small group Q&A discussion where other HR founders ask questions and share their experiences.

[00:00:01]: Introduction to Pre-Conversion Events and Content

[00:01:10]: Immersive Pre-Conversion Events: Webinars and Round Tables

[00:02:25]: Round Tables and Client Training Events

[00:03:32]: Challenges and Virtual Conferences

[00:05:40]: Competitions and Master Classes

[00:08:07]: Examples of Successful Pre-Conversion Events

[00:09:19]: LinkedIn Live and Multi-Author Content

[00:13:34]: Q&A: Competitions and Engagement Strategies

[00:19:30]: Reusing Webinar Content and Increasing Attendance

[00:33:52]: Building Email Lists and Audience Engagement

Enjoy!

Watch The B2B Marketing Session For HR Business Owners Now

Press play on the video recording below…

Check out the new book: Grow A Successful HR Business Your Way
HOW TO MAKE YOUR HR CONSULTING FIRM MORE PROFITABLE

45 Ways To Make Your HR Consulting Business More Profitable In 2024

June 5, 2024 /

Today we’re sharing an extensive list of 45 ideas to help make your HR consulting business more profitable.

HR Business Accelerator - Make your business more profitable

Thanks to all the successful consultants from the HR industry who have shared their many excellent ideas, suggestions, and pieces of practical advice.

How To Run A Profitable Consultancy In The HR Industry [4 Categories]

To keep things organised, the profitable HR consultancy tips are divided into four broad categories:

  1. Financial Management
  2. Sales & Marketing
  3. Service Delivery
  4. Your People
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HR Business and Gordon Ramsey

Lessons For Your HR Business From Gordon Ramsey’s Kitchen Nightmares

May 3, 2024 /

In this podcast episode (see the video version on the Get More HR Clients website), Ben shares how, on a flight recently, he watched an episode of ‘Ramsay’s Kitchen Nightmares’, a formulaic but highly successful reality TV series in which world-renowned chef Gordon Ramsay visits struggling restaurants to help them succeed.

Ben explains Ramsey’s business turnaround formula and the lessons we can learn when running an HR-related business.

(By ‘HR’ we mean Generalist HR, Recruitment, Learning & Development, Employment Law, Compensation & Benefits, Diversity & Inclusion, Employee Engagement, etc).

While you’re here, check out the HR Business Accelerator . . .

The HR Business Accelerator helps people who run their own businesses in the broad ‘HR’ field and helps people who are getting ready to start their own HR business.

We’ve helped hundreds of HR consultants around the world to grow their own successful businesses – the HR Business Accelerator will help you too.

Check out: www.GetMoreHRClients.com/Services.

WANT TO START AN HR BUSINESS?

Want to launch your own consulting business in the broad Human Resources sector? Check out: www.GetMoreHRClients.com/Services for resources.

ABOUT THE ‘A BETTER HR BUSINESS’ PODCAST

The A Better HR Business podcast looks at how consultants and tech firms in the broad Human Resources field grow their businesses; and how they help employers get the best out of their people.

Episode 228 - Nigel Gracie - Harrison Assessments

How To Partner With Harrison Assessments (Psychometric Assessments) with Nigel Gracie

November 27, 2023 /

In the most recent episode of A Better HR Business show, Ben spoke with Nigel Gracie, Business Development Director for Europe and Africa at Harrison Assessments International, a global leader in psychometric assessments.

Are you looking to enhance your HR consulting or HR-related business? Here is an opportunity for you to partner with Harrison Assessments International, a global leader in psychometric assessments.

Nigel Gracie
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Starting and Growing An Online L&D Business – with Andrew Lawson from Just Ninety

March 27, 2023 /

I was delighted to be joined on the A Better HR Business show by Andrew Lawson, Founder of Just Ninety, an L&D business focused on helping professional trainers shorten the design curve for online course creation, by providing ready-to-go training courseware.

We discussed how & why he pivoted from delivering only in-person corporate training to adding a whole new line of ready-to-go corporate training materials online.

Andrew Lawson

Andrew has 25 years of experience as a facilitator and trainer, 15 years of experience as a coach and mentor, and is the founding director of Best Practice Consulting. Since starting Best Practice Consulting, Andrew has worked with hundreds of organisations. During this time, he has worked with many senior leadership teams to build purpose and unity, and embed organisational culture.

Andrew is an excellent facilitator, trainer, and consultant, dedicated to bringing results through tailored approaches. He possesses high-level group facilitation skills and is known for being people-focused, clear in his communication, and innovative in his workshop approaches. He is highly sought after for his facilitation and advisory skills. with senior leadership teams, intact work teams, and individuals.

The courseware designed by Just Ninety helps trainers to reclaim their time on designing training courses, which allows them to deliver more courses and generate more revenue.

Andrew: “Our vision is to see trainers enjoying more work-life balance. These premium 90-minute courses for trainers are perfect for leveraging time and money.”

In a wide-ranging discussion, Andrew and I talked about:

  • The tumultuous journey of reinventing a training business during the pandemic.
  • How Just Ninety started and who it helps.
  • Using the AGES model to create more engaging training.
  • The advantages of using ready-to-go courses.
  • Just Ninety’s marketing growth strategy.
  • How L&D consultants, HR consultants, and other such businesses can partner with Just Ninety to add a new revenue stream and/or add value to their client engagements.
  • Andrew’s marketing advice for people in HR businesses.
  • And much more.
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How much should we charge for HR consulting services?

How Do You Price Your HR Consulting Services?

March 13, 2023 /

I had a conversation recently with a client of mine and told her about how, many years ago, when I started out in business, I charged $150 per hour for HR consulting services.

Some of my very first consulting gigs were for 3 or so hours of work.

3 x $150 = $450.

Problem was, I had to factor in travel time to get to and from the client’s office.

Plus, before a client site visit, you’re not really working on anything else. You’re preparing mentally and getting documents ready.

So, really, my 3-hour consulting gigs were close to a full day but for only 3 billable hours.

🙁

Last week, I had a Zoom meeting with a larger client of mine.

They have just closed a 6-figure HR consulting deal (not hourly billing).

They also have the potential to turn that into a 7-figure deal (yes, that’s more than 1 million dollars) if they do a good job which I know they will because I’m lucky enough to only work with good HR companies that always deliver.

The money’s good but the cool thing is that the consulting work is exciting too.

🙂

So, as you can tell, I’m not a big fan of hourly billing.

You’re probably not a fan of it either, I know, and you’re probably using retainers and/or project rates.

However, what is a good rate for your services and how high can you go?

“How much should we charge for HR consulting services?”

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Mimiran ‘Anti-CRM’ Software To Help HR Consultants Generate More Business

February 20, 2023 /

I was delighted to be joined on the A Better HR Business show by Reuben Swartz, Founder of Mimiran which is an ‘anti-CRM’ for solo consultants who hate ‘selling’ but love serving clients.

Ruben is also the host and “Chief Nerd” of the Sales for Nerds podcast.

Reuben Swartz

Reuben considers himself “a software engineer by training, a consultant by background (helping firms from startups to Global 100 firms sell more profitably), and a sales rep by necessity.”

Reuben has blended his expertise in computer science with his past experience as a sales and marketing consultant for Fortune 500 companies, along with his dissatisfaction with conventional sales tools. His objective is to assist other consultants in avoiding the difficulties he faced when trying to let go of misleading beliefs about sales and marketing.

Mimiran helps companies sell faster and more profitably by streamlining the sales process, converting more visitors into leads, more leads into conversations, and more conversations into e-signed proposals.

In a wide-ranging discussion, Reuben and I talked about:

  • What is Mimiran and how it can help you develop your business?
  • How Mimiran is making the experience of getting to the lead magnet easier than other CRM tools.
  • Mimiran helps businesses have more conversations with new leads and existing contacts.
  • How to automate proposals and track referrals using Mimiran.
  • Mimiran is available on any device.
  • And much more.

Thanks, Reuben!

You can find Mimiran here.

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A powerful question to ask about your HR-related business.

A Powerful Question To Help You Reflect On Your HR-Related Business

February 6, 2023 /

I want to explore a thought-provoking question that has been on my mind. This question can help you reflect on your HR-related business and identify areas for improvement.

The question is . . .

If you sold your business, what would a new owner change about the business to make it more successful?

I was inspired to ask this question after observing a transformation in a corner store near my home. The store used to be a dusty, run-of-the-mill establishment that sold basic necessities like newspapers, milk, and bread.

However, after being purchased by new owners, the store underwent a complete makeover.

The new owners introduced a fresh design, new decor, and updated branding, including new logos. They also expanded the product line to include hot sandwiches, premium items, Italian wines, cheeses, and a high-quality coffee machine. The store became a bustling hub of activity, creating jobs and community involvement.

Every time I drive by the store, I wonder what the previous owner would think of it now.

You can find the show here on iTunes, on Spotify, on Google Podcasts, on Stitcher, and on other podcast players.

So, if you were to sell your HR business, what changes would a new owner implement to make it more successful?

  • Would they remove products and services?
  • Would the new owners change the structure of the products and services?
  • Would they increase the prices?
  • Would they decrease prices?
  • Would they add staff?
  • Would they remove staff?
  • Would they move to an outsourced model?
  • Would they move to an in-source model?
  • Would they look to break it up into smaller pieces and sell it off?
  • Would they look to change their focus to a particular industry or a market segment?
  • Would they focus on consulting projects or would they focus on recurring revenue or would they focus on product sales or training?
  • Would they try and get the entry-level product and then make more money on the back-end sales?
  • Would they try to look at creating more partnerships with other companies in the industry?
  • Would they be looking at creating more thought leadership to raise the profile of the business?
  • Would they look to add technology or marketing tools to improve the flow and the process and the management of the business?
  • Would they add more paid advertising and promotion?
  • Would they productize or systemize your business with a view to reducing their involvement in the running of the business?
  • Would they try and get the systems in place for the business with a view to selling it quickly?

Stepping back and examining your business from an outsider’s perspective can be extremely helpful.

Try imagining what changes a new owner would make if they took over your HR business.

You might be surprised to discover that there are simple, low-cost ways to add value and improve the overall success of your business.

Take some time to reflect on this question and if you need help, please do get in touch!

All the best,

how to market your hr firm

How The EdLogics Gamified Platform Helps Employers Engage Employees For Better Healthcare Decisions & Behaviors

September 30, 2022 /

Supporting employee health & wellbeing can be more difficult than it sounds…

  • Utilization rates can be very low. The HR budget allocates a large proportion to health & wellness components such as an EAP or vitual health consultation services. However, staff often don’t the benefits enough to justify the large expense. On the other hand, if you get rid of the wellness programs, you’ll have staff running off to any one of the competitors’ vacancies down the virtual road.
  • It’s hard to get the message through. You’ve run general wellness promotions and communications campaigns. Such promotions are usually one-way communication feauturing online Town Hall meetings, promotional posters on the walls, talking points for team meetings, and similar. Unfortunately, it’s all one-way and the message rarely really sinks in, especially since covid ushered in a much more dispersed, hybrid workforce.
  • Employers try launching such as ‘walking challenges” and other activities but they tend to only skim the surface and don’t have much lasting effect.
  • Some people don’t stick to their treatment plans which affect workforce attendance, staffing plans, and claims rates. It’s hard to get through to some of these people to take more preventive action.

I recently discovered a very cool solution to these problems . . .

It was a pleasure to be joined on the A Better HR Business show by Tom Chamberlain, Founder & CEO of EdLogics, a gamified employee health literacy platform.

Tom Chamberlain

About Tom Chamberlain

Tom is the Founder and CEO of EdLogics, a digital health communications company dedicated to transforming the way people learn about health.

Tom has more than thirty years of experience designing innovative educational programs and population health initiatives for the healthcare industry.

Leveraging his experience building innovative healthcare organizations from startup to maturity, Tom brings a wealth of knowledge and insight to the development of highly effective consumer engagement solutions designed to change consumer behavior and improve healthcare outcomes. 

About EdLogics

EdLogics improves the lives of people by engaging and motivating them to learn about important health issues and become better healthcare decision-makers. Through interactive health games, multimedia educational programs, innovative gamification strategies, and rewards for educational achievement, The EdLogics Platform™ makes learning fun and engaging, improves health literacy, measures learning comprehension, and transforms the way consumers learn about health.

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Mark Gray On Innovating With A Flexible Workforce And Automation Expertise (Invisible Technologies)

September 20, 2022 /

I was delighted to be joined on the A Better HR Business show by Mark Gray, Head of Hiring at Invisible Technologies, an outsourcing and automation alternative that provides custom operations support to scaling SMBs.

Mark Gray

Mark Gray is the Head of Hiring at Invisible Technologies. He brings 13 years of experience within the talent acquisition field and has led the scaling of multiple start-ups across the globe. He is currently conducting research on the deployability of observed personality traits and their utility in predicting future job performance through the use of AI. His work has been mentioned in various articles and podcasts including (but not limited to) MIT Review, Scientific American, IDA’s Workflow Podcast.

Invisible Technologies is a business process automation platform that automates repetitive digital work by managing and outsourcing recurring tasks to human agents.

Invisible is introducing a new way to get work done. The company brings a digital assistant together with a real human workforce, enabling people to automate and outsource nearly any task. All of your work is coordinated on a digital assembly line where they design and automate the processes, check the work, and return the task completed.

In a wide-ranging discussion, Mark and I talked about:

  • The partnership and values on which Invisible Technologies was built
  • How to identify the hidden streams of talent, beyond the CV
  • How to increase the team’s productivity and autonomy at the same time
  • Using robotic process automation on codified processes or parts of processes to lower the client’s costs
  • How Invisible is going to affect the future of work
  • Invisible’s strategy for sales and growth
  • And much more!
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Marketing questions to ask for more b2b hr customers or clients

Marketing Questions To Ask If You Want More Customers Or Clients For Your HR-Related Business

September 6, 2022 /

Every week I receive at least one email from a podcast listener or newsletter reader where the person asks me this question:

“Ben, how do we get more clients/customers for our HR business?“

However, there’s a problem . . .

If you want better outcomes, you need to dive deeper and ask better questions.

In this solo episode of the A Better HR Business podcast I’m going to walk you through some of the typical questions I work through with our HR business marketing clients as we build out and scale up their marketing plans.

Such questions include:

  • How well is our business positioned?
  • What are our offers and how good are they?
  • What are we doing to convert website visitors into sales leads?
  • What are we doing to nurture our sales leads?
  • What unpaid marketing channels are we using and how are they performing?
  • What paid marketing channels are we using and how are they performing?
  • What are we doing to improve our conversion rates?
  • How do we scale up?
  • And more…

Have a listen now!

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How To Get Clients For Consulting Businesses In The HR Industry

How I Got Thousands Of Awesome Email Subscribers (10 Methods) And How You Can Apply This To Your Business

February 17, 2022 /

I love my email mailing list. It has thousands of subscribers real people from HR-related businesses around the world who are:

  1. Interested in the topic of growing a business in the HR sector.
  2. Keen to learn.
  3. Intelligent, friendly, awesome people.

It may sound trite but every single day I love hearing back from these wonderful people as they:

  • Share stories
  • Ask for advice
  • Thank me for sharing resources
  • Refer potential new clients to me
  • Invite me to speak on podcasts and panel discussions
  • Join my online training courses
  • Work with my via my HR business marketing services
  • And much more.

In this episode of the A Better HR Business podcast, I share how (and why) I’ve managed to build up an email mailing list of thousands of people in the HR-related business sector. 

I’ll share ten different methods that have helped me build up this list – you’ll be able to adopt many of them for your own business.

I’ll also explain why it’s such an important business asset to build up over time.

It could help you grow your HR-related business easier and faster so I’d suggest having a quick listen now . . .

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Get More Clients For Your HR Consultancy side

Use This Simple 5-Step Process To Grow Your HR Business

September 14, 2021 /

Thanks to my podcast, newsletter, blog, LinkedIn posts, etc, I get marketing queries every week from companies and individuals running businesses in the HR sector.

The questions often revolve around this central question:

‘What should we do next?’

Prefer To Listen? Podcast Version of ‘Use This Simple 5-Step Process To Grow Your HR Business‘

In Episode 119 of the A Better HR Business show, I share a simple 5-step process you can use to grow your HR business.

It makes sense.

There are so many options out there for people trying to grow their HR business.

These lead to questions such as:

  • Should we be running paid ads somewhere?
  • Do we need a blog?
  • What should we be posting on LinkedIn?
  • Which types of companies should we approach? Why are they ignoring us?
  • Should I write a book?
  • What about Google AdWords?
  • What should we say on our website?
  • Should we be making videos?
  • How should we send emails? Hubspot, Mailchimp, Active Campaign, something else? 
  • How do we decide what to offer?
  • What’s the right angle to take in sales meetings?
  • How do we get more clients?

Again, ‘What should we do next?‘

People often feel a little overwhelmed.

A Simple 5-Step Process To Follow

Here’s a simple 5-step process I use with my clients which are either: consulting firms, HR tech firms, or individual consultants, all within the wide HR sector.

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A Better HR Business - Alison Clegg

Growing An HR Consultancy In The Insurance Broking and Financial Services Industry

February 8, 2021 /
Alison Clegg on A Better HR Business podcast

I was delighted to be joined on the A Better HR Business show by Alison Clegg, Founding Director of Highridge HR.

Highridge HR specialises in the small-medium insurance broking and financial services industry.

Highridge HR

Want Some Help?

If you want some help getting more clients, check out my thought leadership, inbound marketing, and business growth services for companies in the HR sector.

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