Marketing Made Easy for HR Consultants

Nick Poninski
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Hey, I’m Nick Poninski, and this is Marketing Made Easy for HR Consultants. If you’re tired of relying on referrals, networking and the odd LinkedIn post to find your next client, you’re in the right place. Each episode gives you practical ideas to help you connect with the right people, turn more of them into leads, and win clients you’re excited to work with. We’ll talk about choosing a target market, creating offers, building a pipeline, following up and getting better at sales — so you can take more control of where your next client comes from. New episodes every Wednesday. Find out more at www.theinfluentialconsultant.co.uk Enjoying the show? You can leave a review here:https://www.podchaser.com/podcasts/marketing-made-easy-for-hr-con-5606732

  1. 12h ago

    How to Make the Sale Before the Sales Conversation: Nurture (Part 5 of 6)

    What if a prospect was almost ready to buy before you'd even had a proper conversation with them? That's exactly what happened with one of my clients. He discovered me through a Meta ad, bought my book, went through my automated emails, found my podcast and started consuming my content. By the time we eventually interacted personally, I'd never spoken to him — but when I suggested a Power Hour, his response was essentially: “Send over an invoice.” That's the power of Nurture. In Part 5 of this six-part series, I'm looking at the in-built nurture flow that should be running throughout your 3 Phase Pipeline — Connect, Capture and Convert. You'll discover: Why nurture isn't a fourth phase that starts once you've captured a leadHow the sales process can begin long before you ever have a sales conversationWhat you should actually be communicating to prospects as you nurture themWhy understanding your audience's world gives you an almost endless source of useful contentWhy every marketing channel you use needs to have a clear jobWhy an email list is essential if you want a proper ongoing nurture mechanismThe difference between genuinely nurturing a prospect and repeatedly reminding them you're available for hireHow to model an already existing automated email sequence rather than trying to create yours from scratchWhy automated nurture doesn't have to feel impersonalWhy getting the right support can help you build your pipeline faster and avoid unnecessary mistakesThe important thing is to realise you need to create enough opportunities for the right people to experience your thinking, understand your expertise and recognise that you understand their world. Because when somebody eventually becomes ready to buy, you don't want to be starting that relationship from scratch. And this happens best when you plug Nurture into your business intentionally. Now, if you'd like to see where your own pipeline may be lacking, take the 12-question Pipeline Quiz using the link below. And make sure to tune in for next week's episode which is the final part of this series, where I'll explain the different ways I can help you actually build the 3 Phase Pipeline into your HR consultancy. Want to build a more predictable pipeline of leads and clients — and grow your HR consultancy to £100K and beyond? Check out your options here: https://nickponinski.com/work-with-nick APPLY FOR YOUR FREE MARKETING AUDIT: https://theinfluentialconsultant.co.uk/free-marketing-audit-for-hr-consultants/

  2. Oct 7

    How to Turn Interest into Paying Clients: Convert (Part 4 of 6)

    You've generated interest. You've got the lead. Now how do you actually turn that interest into a paying client? In Part 4 of my 3 Phase Pipeline series, we're looking at Convert — and I'm challenging three things that have become completely normal in HR consultancy. Selling Services. Selling on the cheap. And sending proposals. In this episode, you'll discover: Why I think sending sales proposals is pointless — and what I believe you should do insteadThe difference between selling a list of HR Services and creating an Offer somebody can actually understand and buyThe uncomfortable reason some consultants hide behind proposalsWhy telling yourself “I'm not a salesperson” may not be as true a statement as you might thinkThe question I'd ask anyone who tells me their clients “won't pay that much”Why saying you'll increase your prices “one day” can keep you trapped in a consultancy you don't controlWhen a free consultation makes commercial sense — and when giving your expertise away could be the wrong moveHow Lisa Gower generated an additional £5K from opportunities already in her worldThe simple exercise I want you to carry out on the proposals you've sent recentlyImportantly, Convert isn't about sending somebody information and crossing your fingers. It's about understanding their problem, recommending the right Offer and helping them make a buying decision. And if you want to identify where your own pipeline might be lacking, take the 12-question Pipeline Quiz using the link in the episode description. Want to build a more predictable pipeline of leads and clients — and grow your HR consultancy to £100K and beyond? Check out your options here: https://nickponinski.com/work-with-nick APPLY FOR YOUR FREE MARKETING AUDIT: https://theinfluentialconsultant.co.uk/free-marketing-audit-for-hr-consultants/

  3. Sep 30

    How to Turn Attention into Leads for Your HR Consultancy: Capture (Part 3 of 6)

    Getting attention is great. But if someone sees your LinkedIn post, visits your website, hears you speak or listens to your podcast and then disappears again… what have you actually created? In Episode 3 of this 6-part series on the 3 Phase Pipeline, we're looking at Capture — how to turn attention into leads you can actually follow up with. You'll discover: Why visibility and attention don't automatically create a pipelineWhat your free offer is REALLY there to doWhy a simple PDF can still be incredibly valuable — even if most people never read the whole thingWhen webinars, events, audits and other higher-commitment freebies can be more powerfulWhy you still need to “sell” something even when you're giving it away for freeThe mistake I spotted a restaurant making when they were literally giving their product awayWhy collecting email addresses isn't the goalWhat “Speed to Lead” means — and why waiting for prospects to contact you can cost you opportunitiesWhy automation is useful but shouldn't replace real conversationsThe question you need to answer BEFORE you create your next lead magnetI'll also show you where Capture sits within the wider 3 Phase Pipeline — and why you need to think about the whole journey from attention to client rather than a collection of disconnected marketing tactics. If you want to identify where your own pipeline might be lacking, take the 12-question Pipeline Quiz using the link in the episode description. And if you want my help building your pipeline properly, you'll also find details of the Success Squad and how to book a Roadmap Session below. Want to build a more predictable pipeline of leads and clients — and grow your HR consultancy to £100K and beyond? Check out your options here: https://nickponinski.com/work-with-nick APPLY FOR YOUR FREE MARKETING AUDIT: https://theinfluentialconsultant.co.uk/free-marketing-audit-for-hr-consultants/

  4. Sep 23

    How to Get the Right People to Pay Attention to You: Connect (Part 2 of 6)

    Connect: How to Become the Obvious HR Consultant for the Right Clients Who exactly are you trying to attract to your HR consultancy — and why should they choose you rather than another HR consultant? In Episode 2 of this six-part series, we're diving into the first phase of the 3 Phase Pipeline: Connect. And I'm challenging one of the most common approaches to marketing an HR consultancy: trying to appeal to almost everybody. In this episode, you'll discover: Why saying you work with “SMEs” could be making lead generation much harder than it needs to beThe problem with apparently specific phrases such as “growing businesses”Why narrowing your audience doesn't mean turning away potential clientsThe difference between what you know a buyer needs and what they currently wantWhy specialists are often easier for prospective clients to remember and chooseHow knowing exactly who you're speaking to changes your LinkedIn activity, content, website, outreach and offersA simple test you can use today to see whether your marketing is connecting with the right peopleYou'll also hear how getting clearer about his target market changed the marketing options available to one HR consultant — and why knowing who you're speaking to can win half the battle before the sales conversation has even begun. If you want a more predictable flow of leads and clients, Connect is where it starts. Take the 12-question Pipeline Quiz using the link below to identify where your own pipeline may be lacking. And if you want help building the pipeline properly, take a look at the Success Squad — or book a Roadmap Session if you'd like to explore working more closely with me through Fastlane Formula. Want to build a more predictable pipeline of leads and clients — and grow your HR consultancy to £100K and beyond? Check out your options here: https://nickponinski.com/work-with-nick APPLY FOR YOUR FREE MARKETING AUDIT: https://theinfluentialconsultant.co.uk/free-marketing-audit-for-hr-consultants/

  5. Sep 16

    How to Build a Predictable Flow of Leads and Clients: The 3 Phase Pipeline (Part 1 of 6)

    Why do some brilliant HR consultants still have no idea where their next batch of leads or clients is going to come from? Most of the time, it's not because they're doing the "wrong" things. They're posting on LinkedIn. Networking. Asking for referrals. Creating content. Trying outreach. Maybe they've even built a lead magnet or started an email list. The problem is that none of it is operating as one connected system. In Part 1 of this six-part series, I'm introducing the 3 Phase Pipeline — the framework I use with my clients to get a more predictable flow of leads and clients into their world. You'll discover: Why doing more marketing isn't necessarily the answer when you need more clientsThe crucial difference between an audience, a lead and a clientThe three phases every HR consultancy needs to think about if it wants greater control over growthWhy you can be getting plenty of attention and still have a broken pipelineWhere nurture really fits — and why it starts much earlier than most people realiseThe question to ask before adding yet another marketing tactic to your businessWhy the same underlying principles apply whether you're aiming for £70K, £100K or £1mI'll also share the experience that made me realise I'd been doing plenty of marketing but hadn't actually built a proper system behind it. If you'd like to see where your own pipeline may be lacking, take the 12-question Pipeline Quiz using the link below. If you already know you want support building your pipeline, you can also join the Success Squad. Next week's episode is Part 2: Connect — where we'll explore how to decide who you're trying to attract and give the right people a reason to pay attention. Want to build a more predictable pipeline of leads and clients — and grow your HR consultancy to £100K and beyond? Check out your options here: https://nickponinski.com/work-with-nick APPLY FOR YOUR FREE MARKETING AUDIT: https://theinfluentialconsultant.co.uk/free-marketing-audit-for-hr-consultants/

  6. Sep 9

    From “Bumbling Along” to Thinking Bigger (with HR Consultant, Sarah Shewan)

    In today’s episode, I’m joined by Sarah Shewan, an independent HR consultant who has spent more than 15 years working in HR—including at HR Director level within professional football. Sarah’s consultancy was already moving in the right direction. She had clients. She was generating repeat business. And she'd almost replaced the salary she left behind when she started working for herself. But, in her own words, she felt like she was “bumbling along.” Her business was growing—but not as quickly or deliberately as she wanted it to. Like many HR consultants, Sarah knew she was good at delivering HR. But being an experienced HR professional doesn’t automatically mean you know how to market, grow and scale an HR consultancy. After attending one of my Pipeline Playbook webinars, Sarah became the very first person to join the revamped Success Squad. In this episode, she shares why she joined, what she has discovered inside and how it has changed the way she thinks about the future of her business. We talk about: Why Sarah wanted to grow her already-successful consultancy more quicklyThe uncertainty that remains when you don’t know where the next client will come fromWhy being an HR expert doesn’t automatically make you an expert at building a businessHow Sarah moved from “bumbling along” to thinking more ambitiouslyWhy the Success Squad’s focus on HR consultants made such a differenceHow the step-by-step Pipeline Playbook has removed the uncertainty about what to do nextThe value of templates, landing pages and practical implementation supportWhy accountability has helped Sarah become more consistent with her marketingWhat it’s like to receive feedback and support whenever you feel stuckThe camaraderie that comes from working alongside other independent HR consultantsSarah also explains why joining felt like a “no-brainer”—and why gaining just one small client could pay for several months inside the Success Squad. If your consultancy is doing reasonably well but you know it could be growing more quickly, this episode will help you see the value of following a proven process rather than trying to work everything out by yourself. You don’t need to have everything figured out. You don’t need to be a technical expert. And you don’t need to spend thousands of pounds on a general business coach who doesn’t understand HR consultancy. You need a clear process to follow, practical tools to help you implement it and somebody you can turn to whenever you get stuck. 👉 Listen now to hear Sarah’s honest experience of joining the Success Squad. And if Sarah’s story sounds familiar, check the link below to find out more about the Success Squad. You’ll get the complete Pipeline Playbook, ready-made templates, regular support from me and a community of HR consultants building their businesses alongside you. https://nickponinski.com/exclusive Want to build a more predictable pipeline of leads and clients — and grow your HR consultancy to £100K and beyond? Check out your options here: https://nickponinski.com/work-with-nick APPLY FOR YOUR FREE MARKETING AUDIT: https://theinfluentialconsultant.co.uk/free-marketing-audit-for-hr-consultants/

  7. Sep 2

    New to Marketing Made Easy for HR Consultants? Start With These 5 Episodes

    If you’re new to Marketing Made Easy for HR Consultants, you’ve got more than 100 episodes to choose from. Which is great… but where the hell do you start? In this episode, I’ve picked five episodes from the back catalogue that I think every HR consultant should listen to if they want to build a more predictable pipeline of leads and clients — and ultimately grow towards a £100K+ consultancy. I’ll explain why I’ve chosen each one, what you’ll get from listening, and the order I’d recommend tackling them in. The five episodes cover: The four numbers you need to know if you want to understand exactly where your pipeline is working — and where it’s breaking down.The nine things every HR consultant needs to build the foundations of a successful £100K+ consultancy.Nine marketing truths that will help you stop relying on random activity and start thinking differently about how you market your business.A live coaching session with an HR consultant getting up to 140,000 LinkedIn impressions — and how she can turn all that attention into leads and sales.The story of an HR consultant who won two clients within five days of joining the Success Squad — and the simple actions that helped him do it.You don’t have to listen to them in order. But if you’re new to the podcast and wondering where to begin, start here. Links to all five episodes here: https://www.buzzsprout.com/2238493/episodes/17603787 https://www.buzzsprout.com/2238493/episodes/16500669https://www.buzzsprout.com/2238493/episodes/15673043https://www.buzzsprout.com/2238493/episodes/17557097https://www.buzzsprout.com/2238493/episodes/19680045 Want to build a more predictable pipeline of leads and clients — and grow your HR consultancy to £100K and beyond? Check out your options here: https://nickponinski.com/work-with-nick APPLY FOR YOUR FREE MARKETING AUDIT: https://theinfluentialconsultant.co.uk/free-marketing-audit-for-hr-consultants/

  8. Aug 26

    Paul Joined the Success Squad. Five Days Later, He’d Won Two Clients.

    In today’s episode, I’m joined once again by Paul Neal, from Verdant Purpose HR. Since we last spoke, Paul has supported around 25 charities and turned what was once just an idea into a genuine consultancy. But after a few successful months, things began to slow down. The familiar feast-or-famine cycle returned—and Paul realised he missed the accountability, support and momentum he’d had when we worked together. So, he (re)joined the Success Squad. Within five days, Paul used one simple email to generate two opportunities: • One existing client upgraded their support • One long-term email subscriber became a new client But it wasn’t just the email that made the difference. Paul also changed the way he handled the sales conversations, got paid to prepare his proposal and used the Success Squad community to work through the opportunity rather than trying to figure everything out alone. In this conversation, we talk about: • Why Paul came back after previously working with me • What caused his consultancy to stall after several successful months • The simple email that generated two opportunities • How a seemingly cold lead turned into a paying client • Why Paul got paid to prepare his proposal • How a second sales call helped him handle objections and win the work • Why access to lessons isn’t always enough to keep you moving • The value of accountability, feedback and being surrounded by other HR consultants • Why launching something at 20% is often better than waiting for perfection Paul is completely honest about the reality of building a consultancy alongside a full-time job—including the lack of time, the feast-or-famine cycle and how lonely running a one-person business can sometimes feel. His experience is also proof that you don’t always need another complicated marketing strategy. Sometimes, one simple action—combined with the right advice and support—is enough to create an immediate return. 👉 Listen now to discover what Paul did, why it worked and how you could apply the same approach to your own consultancy. Want to build a more predictable pipeline of leads and clients — and grow your HR consultancy to £100K and beyond? Check out your options here: https://nickponinski.com/work-with-nick APPLY FOR YOUR FREE MARKETING AUDIT: https://theinfluentialconsultant.co.uk/free-marketing-audit-for-hr-consultants/

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Hey, I’m Nick Poninski, and this is Marketing Made Easy for HR Consultants. If you’re tired of relying on referrals, networking and the odd LinkedIn post to find your next client, you’re in the right place. Each episode gives you practical ideas to help you connect with the right people, turn more of them into leads, and win clients you’re excited to work with. We’ll talk about choosing a target market, creating offers, building a pipeline, following up and getting better at sales — so you can take more control of where your next client comes from. New episodes every Wednesday. Find out more at www.theinfluentialconsultant.co.uk Enjoying the show? You can leave a review here:https://www.podchaser.com/podcasts/marketing-made-easy-for-hr-con-5606732

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