Episode 48: How to stop relying on referrals and start marketing your consultancy

HR Voices Podcast 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   Guest: James Lyon, HR Marketing Box 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. Key Takeaways 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. Top Tips from James Lyon 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. Listen & Engage Enjoyed this episode? Subscribe, leave a review, and share with fellow HR consultants. Want to get involved or suggest a topic? 📩 Email: [email protected] 🌐 More insights at: www.hrindependents.co.uk