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Episode 48: How to stop relying on referrals and start marketing your consultancy
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HR Voices Podcast
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A podcast for independent HR and people professionals, and the businesses they support.
Hosted by Mary Asante of HR Independents Ltd.
DATE: 28 April 2025
Episode 48: HR Voices with James Lyon – How to stop relying on referrals and start marketing your consultancy
In this insightful and high-energy episode, host Mary Asante is joined by the dynamic James Lyon, known as the world’s go-to HR marketing guy. Together, they explore a common challenge facing HR consultants: how to break free from relying solely on referrals and build a sustainable marketing strategy.
In This Episode
🚫 Why Referrals Alone Aren’t Enough
- The hidden risks of relying solely on word-of-mouth.
- How losing one client can severely impact income.
- Why referrals are unpredictable and put your future out of your control.
🔁 Shifting the Mindset: From Hope to Strategy
- Marketing as a form of risk management—not just growth.
- The danger of “hope marketing” and its role in the boom-and-bust cycle.
- How proactive marketing protects income and improves stability.
🌱 The Power of Brand Awareness
- Farmer vs. hunter marketing explained.
- Becoming the “go-to” HR consultant in your niche.
- Effective channels: LinkedIn, websites, emails, and more.
🛠️ Tools & Tips to Get Started
- Build your brand through daily LinkedIn content—no Premium required.
- Use the four key marketing channels: LinkedIn, website, email, and Google profile.
- Automate outreach with tools like Meet Alfred to grow your network.
- Brand awareness is essential for consistent client flow.
- Marketing mitigates risk and builds business resilience.
- Automation and content help maintain visibility and engagement.
- Value-based pricing using the HR Service Pyramid unlocks scale.
- A marketing system beats guesswork—you don’t have to be an expert.
- Be consistent – Post regularly on LinkedIn to stay visible.
- Focus your audience – Connect with potential clients, not just peers.
- Build smart systems – The right setup saves time and secures leads.
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Want to get involved or suggest a topic?
📩 Email: [email protected]
🌐 More insights at: www.hrindependents.co.uk
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