For consultants and fractional executives, marketing is about more than visibility—it’s about clearly demonstrating that you understand your clients problems and can prove to them that you can solve them.

Effective marketing helps attract the right clients, build trust, and position yourself as an expert who delivers solutions that address real challenges.

This guide dives into practical marketing strategies tailored to help you reach your ideal audience and maintain a steady pipeline of opportunities.

Each approach centres on the principle of creating value by addressing client pain points and offering actionable solutions.

Why Practical Marketing Matters for Consultants and Fractional Executives

In a nutshell, Marketing for consultants and fractional executives is about creating awareness, building trust, and positioning yourself as an expert within your field.

Effective marketing helps to:

• Generate Consistent Leads: By showcasing your expertise, you’ll attract clients who resonate with your services, leading to steady business growth.
• Build Trust and Credibility: A strategic marketing approach builds trust, especially when clients feel informed and understood by your content.
• Maximise Limited Resources: Without large marketing budgets or teams, practical marketing ensures your time and resources focus on high-impact efforts.

Knowing Your Ideal Clients (ICP) and Buyer Personas

Understanding your Ideal Client Profile (ICP) and buyer personas is the cornerstone of effective marketing. Without this clarity, your marketing efforts risk being unfocused and ineffective.

Defining Your ICP: Why It Matters

Your ICP is a detailed description of the type of client you want to attract. It includes not only demographics (e.g., industry, company size) but also psychographics—challenges, goals, and buying behaviours.

Why it’s important:

1. Focused Messaging: A clear ICP ensures your content addresses specific client problems, making your messaging more impactful.
2. Efficient Resource Allocation: Instead of casting a wide net, you can concentrate your efforts on the most relevant prospects.
3. Stronger Client Relationships: Knowing your ICP helps you anticipate client needs, fostering trust and long-term engagement.

Key Questions to Define ICP:

• Which industry does my ideal client operate in?
• What are their biggest challenges?
• How do they make buying decisions?
• What values or goals drive their business?
• How many employees do they have?
• What is their revenue?
• Are there any disqualification criteria?

Example ICPs for Consultants and Fractional Executives:

1. Fractional HR Leader ICP:
   • Industry: Startups scaling from 50 to 150 employees.
   • Challenges: Rapid growth leading to recruitment bottlenecks and retention struggles.
   • Goals: Implement sustainable HR systems that support scale without compromising company culture.
2. Consultant ICP for Financial Advisory:
   • Industry: Family-owned SMEs in manufacturing.
   • Challenges: Lack of cash flow management leading to stalled growth.
   • Goals: Optimise cash flow and implement processes to improve profit margins by 15% within 12 months.

By defining your ICP, you gain clarity on the exact problems your clients face, enabling you to create marketing that addresses their needs effectively.

Creating Buyer Personas: Humanising Your Clients

While ICPs are high-level descriptions, buyer personas zoom in on individual decision-makers. These fictional profiles represent different segments of your audience, helping you empathise with their pain points and tailor your messaging.

How Buyer Personas Help:

1. Understand Motivations: What drives their decisions—are they looking for cost savings, efficiency, or innovation?
2. Anticipate Objections: Knowing their hesitations allows you to preempt and address concerns.
3. Create Relevant Content: Personas guide the tone, topics, and format of your marketing materials.

Example Buyer Personas:

1. “Scaling Susan” for a Fractional CFO:
   • Role: CEO of a growing tech startup.
   • Goals: Secure funding and manage cash flow effectively during growth stages.
   • Pain Points: Struggling to balance operational costs with investment in growth initiatives.
   • Content She Needs: Case studies on how you’ve helped similar startups prepare for investor pitches.
2. “Efficient Emma” for an Operations Consultant:
   • Role: COO of a mid-sized e-commerce company.
   • Goals: Streamline supply chain operations to reduce delivery times by 20%.
   • Pain Points: Unpredictable inventory delays causing customer complaints.
   • Content She Needs: Blog posts on supply chain best practices and automation tools.

I’ll be honest, I don’t give my own Personas a catchy name, but it can be helpful for you to recognise who you’re Marketing to.

Developing detailed personas ensures your marketing aligns with the day-to-day challenges of your audience, making your solutions feel personalised and relevant.

There of course is a lot more that goes into creating ICP and Buyer Personas. I have a whole module on this in the Client Pipeline Kickstart Course and a detailed workshop on this in The Vault.

Here are the instructions that I share:

Building a Strong Marketing Foundation

Before diving into campaigns, it’s crucial to lay the groundwork. Setting a solid foundation helps you stay consistent, effective, and aligned with your long-term goals.

Define Your Unique Selling Proposition (USP)

Your Unique Selling Proposition (USP) is the defining value that sets you apart from competitors. It’s not just what you do, but how you do it differently and why clients should choose you over others in your field.

A strong USP answers the client’s core question: “Why should I hire you instead of someone else?”

Key Components of a USP

1. Clarity: Your USP must be simple and easy to understand.
2. Specificity: Highlight specific expertise or results.
3. Client-Focused: Emphasise how your skills solve the client’s problems.

A well-crafted USP gives you a clear advantage by positioning your services as the solution to your ideal client’s needs.

Examples of USPs for Consultants and Fractional Executives

1. Fractional CFO:
   • USP: “I help scaling SaaS companies optimise cash flow and prepare for funding rounds, ensuring sustainable growth without financial bottlenecks.”
   • Why It Works: It’s specific to a niche (scaling SaaS companies), identifies a pain point (financial bottlenecks), and highlights measurable results (optimised cash flow and funding preparation).
2. Operations Consultant:
   • USP: “Streamlining supply chains for e-commerce brands, reducing delivery times by 25% through actionable operational insights.”
   • Why It Works: This focuses on tangible results (delivery time reduction) and addresses a critical operational challenge.
3. Fractional HR Leader:
   • USP: “Building scalable people systems for startups, enabling rapid hiring while maintaining a thriving company culture.”
   • Why It Works: It resonates with startups by addressing growth challenges while preserving company culture, a common concern for founders.

Exercise: Write down three qualities or skills that make your services unique. For instance, a marketing advisor might emphasise their experience in digital transformation for small businesses.

Establish a Brand Voice and Consistent Messaging

Your brand voice should reflect your personality and resonate with your target audience. Define whether your tone will be formal, conversational, or authoritative, and ensure it remains consistent across all content.

Tip: You can paste in some previous articles or interviews (if you have them) and ask Chat GPT to share the style and tone. Here’s the answer it gave me:

Your writing tone and style across these articles is clear, concise, and practical. You offer direct, actionable insights designed to help readers quickly understand and apply complex concepts, such as trigger-based prospecting and pipeline generation for solopreneurs. The tone is conversational yet authoritative, with a focus on simplifying strategies and removing jargon. You also use relatable scenarios and real-world examples, making the advice feel accessible and immediately useful to the audience. This style ensures readers feel guided rather than overwhelmed, empowering them to take action confidently.

Set Clear Marketing Goals

To be honest, I don’t set too many goals for myself.

I prefer to have a North Star Goal which I keep visible in my office (on a whiteboard)

However, if it’s your first time as a Consultant or Fractional Executive it can be a good idea to have some goals.

Setting SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) that define what you want to achieve with your marketing.

They don’t have to be complex. In fact they can be as simple as: “Generate 20 new leads per month” or “Increase LinkedIn followers by 500 by end of Q2”.

Not only can they help you keep your efforts focused. They help you determine which activities and tasks you complete each day to help you get there.

Choosing Core Marketing Channels: Focus for Maximum Impact

For consultants and fractional executives, selecting the right marketing channels is critical to building a consistent client pipeline without overwhelming yourself.

The temptation to be present on every platform can lead to diluted efforts, scattered messaging, and subpar results.

Instead, focusing on high-impact channels that align with your audience’s preferences and behaviours allows you to maximise results with less effort.

Why You Shouldn’t Stretch Yourself Too Thin

1. Quality Over Quantity: Spreading yourself across too many platforms often reduces the quality of your content. Instead of creating tailored, impactful pieces, you end up posting generic content that doesn’t resonate.
2. Time Efficiency: As a consultant or fractional executive, your time is valuable. Focusing on a few key channels ensures you dedicate your limited resources to the strategies that yield the highest ROI.
3. Clear Messaging: When you limit your channels, it’s easier to maintain a consistent brand voice and message. This strengthens your positioning and helps clients quickly understand your value.

How to Decide on the Right Channels

To choose the best platforms for your marketing efforts, consider these steps:

Understand Your Ideal Client’s Preferences

• Research Where They Spend Time: Are your clients engaging in professional discussions on LinkedIn, looking for thought leadership in newsletters, or exploring resources on blogs and industry forums?
• Ask Current Clients: Survey or ask your existing clients where they consume professional content and what platforms they find valuable.

Examples

• A fractional CFO targeting scaling startups should prioritise LinkedIn, where CEOs and investors frequently connect and consume thought leadership content.
• A consultant specialising in creative industries like interior design might focus on Instagram and Pinterest, where visual inspiration drives engagement.

Prioritise ROI

• Evaluate Effort vs. Reward: Consider the time required to create content for a channel versus the potential return. High-effort, low-return channels aren’t worth pursuing.
• Track Performance: Monitor metrics like engagement, leads generated, and follower growth to ensure the channel is delivering value. However, the most important metric is closed won revenue!

Examples:

• If your LinkedIn posts regularly generate comments, connections, and leads, prioritise LinkedIn over platforms with minimal traction, like Instagram.
• A marketing consultant might find that investing in email marketing (with high open and click-through rates) delivers better results than trying to build an audience on YouTube from scratch.

Assess the Channel’s Alignment with Your Skills and Content Style

This is an important one as you’ll be spending a lot of time on these platforms.

If you have strengths in writing, then focus on channels like LinkedIn or blogs where in-depth articles and thought leadership resonate.

If you have strengths in video/visual content, then choose YouTube, Instagram, or LinkedIn Live if you’re comfortable creating short videos or presenting insights in a visually engaging way.

I’m very comfortable hitting record and just speaking, so I lean into this skill and experience and produce a lot of video content.

But if that’s not you, then you don’t HAVE to do that.

As we’ve already covered. You don’t want spread yourself too thin, so you should choose a few high-impact marketing channels based on your ICP and focus your efforts there.

Essentially, focus on the channels that you know your prospects use themselves. For most B2B consultants and fractional executives this will look like:

• LinkedIn: LinkedIn is ideal for B2B professionals, allowing you to connect with decision-makers, share insights, and showcase your expertise.
• Email Marketing: Email marketing enables you to engage directly with leads, clients, and contacts, building stronger relationships over time. You also ‘own’ their email and are less reliant on algorithms.
• Content Marketing (Blog, Podcast, Webinars): Content marketing helps establish authority and provides value to potential clients before they even speak with you.

We’ll explore more on these channels in the next section.

3 Suggested Marketing Channels

Content Marketing: Establishing Value and Authority

Content marketing is essential for building trust and positioning yourself as an expert. By sharing insights and solutions to common challenges, you can attract and engage potential clients who see you as a valuable resource.

Develop a Content Strategy

Create a content calendar to map out topics and ensure consistency in posting. Focus on topics that address your audience’s challenges and highlight your expertise.

When you think about content strategy, it’s mostly coming up with the topics or themes you can write about.

Using this website (Generating Pipeline) and the ICP/Persona of consultants and fractional executives as an example, the core themes are:

• Business Development
• Sales Process Optimisation
• Practical Marekting
• Productivity and Automations
• Mindset and Confidence

I can then take each core theme and expand upon each one with potentially hundreds of pieces of content.

Types of Content That Resonate

• Blog Posts: Write in-depth articles on topics that address specific pain points or questions relevant to your audience.
• Case Studies: Showcase successful projects or results you’ve delivered for clients in different industries. These are particularly valuable for fractional executives or consultants looking to demonstrate measurable impact.
• Video Content: Short videos explaining a key concept or showcasing a recent project can help you connect with your audience on a more personal level.
• Infographics: Visual content, such as infographics that summarise insights or steps, can be highly shareable and effective on platforms like LinkedIn.

This video is included in The Generating Pipeline Vault: How I Capture Content Ideas and Draft Posts.

Repurpose Content Across Channels

Repurposing content is a game-changer for consultants and fractional executives.

It maximises the value of every piece you create, saves time, and extends your reach across multiple platforms.

For example a single podcast episode packed with insights can become a content powerhouse when leveraged effectively.

Or for instance, a blog post can be condensed into a LinkedIn article, turned into an infographic, or used as the basis for a webinar.

Email Marketing for Building Relationships

Email marketing is a powerful tool for nurturing leads and keeping clients engaged.

By providing valuable information directly to your audience’s inbox, you can maintain consistent communication and build long-term relationships.

Build an Email List

Growing your email list is essential for a sustainable email marketing strategy. Use lead magnets, such as a free guide, checklist, or industry insights, to encourage sign-ups.

Place sign-up forms on your website, LinkedIn profile, or at the end of blog posts.

I do this myself with the Generating Pipeline Newsletter.

Craft Engaging Newsletters

Create newsletters that offer genuine value to your subscribers rather than just promotional content. Share industry insights, practical tips, client success stories, or updates on trends that may impact your audience.

Example: A fractional HR leader, could send a monthly newsletter called “People Pulse,” featuring practical advice on remote work challenges, employee engagement, and recent HR trends. This content would keep her top of mind with potential clients and demonstrates her expertise in people management.

Personalise Your Emails

Personalisation can significantly improve open and engagement rates. Use recipients’ names, segment your list based on industry or specific interests, and tailor content to each segment’s unique challenges and needs.

Social Media: Choosing the Right Platforms

Social media can be a highly effective way for solopreneurs and consultants to connect with their audience and grow brand visibility.

Choose platforms that align with your ICP and invest in consistent, quality engagement.

LinkedIn for B2B Marketing

LinkedIn is one of the best platforms for B2B marketing, allowing you to reach professionals and decision-makers directly.

Use LinkedIn to share thought leadership content, connect with potential clients, and engage in relevant industry discussions.

Twitter for Industry Engagement

Twitter allows you to join industry conversations, share quick insights, and engage with influencers or thought leaders.

It’s particularly useful for consultants in tech, marketing, and content creation who want to build visibility within specific sectors.

Instagram for Visual Storytelling

If your services are visual or brand-oriented, Instagram can be an excellent platform. For instance, a content creator can showcase their portfolio, behind-the-scenes work, or creative process to attract clients who value high-quality, visually engaging content.

Example: Rachel, a marketing advisor, uses LinkedIn to share a weekly “Marketing Insight” post, covering topics like social media strategies for small businesses.

This regular content positions her as a reliable source of information and helps her attract leads from business owners looking to improve their marketing efforts.

Practical Campaign Ideas and Examples

With your foundation in place, it’s time to launch some practical marketing campaigns. Here are ten campaign ideas designed to engage and attract clients across various industries.

1. LinkedIn Content Series

Develop a weekly content series on LinkedIn to establish consistency and build anticipation for your insights. Each post should focus on a specific pain point or topic of interest to your target audience.

• Example: A fractional HR leader might run a series called “Wednesday Workforce Wisdom,” sharing practical HR tips for small businesses each week.
• Why It Works: Consistent posting helps you stay top-of-mind with your audience, and a focused theme builds a reputation as a go-to resource on the subject.

2. “Client Success” Email Campaign

Create an email series that highlights case studies or success stories from past clients. Share specific results you’ve helped clients achieve and the steps involved.

• Example: A content creator might feature a “Before and After” campaign that shows the transformation their work brought to a client’s brand.
• Why It Works: Case studies provide social proof and help potential clients visualise how you could help them achieve similar results.

3. Interactive Webinars

Host a live webinar or Q&A session on a topic relevant to your industry. Invite potential clients and encourage them to ask questions about common challenges.

• Example: A fractional HR leader might host a webinar titled “5 Essential Strategies for Managing Remote Teams.”
• Why It Works: Webinars allow you to demonstrate expertise, build rapport, and address audience pain points in real-time, making them more likely to engage further.

You also don’t have to host a webinar yourself, you can be a guest on someone else’s (especially if they share the same audience as you).

Just this week I spoke on a webinar about The Future Of Outbound in 2025 with many attendees fitting in my target audience:

4. “How-To” Video Series

Create a series of short “How-To” videos that offer valuable advice on a specific subject. Share these on LinkedIn, Instagram, or in your email newsletter.

• Example: A marketing advisor could create a series on “How to Optimise Your Social Media Presence,” with each video focusing on a different platform.
• Why It Works: Educational content builds authority and provides immediate value, making it more likely that potential clients will remember and trust you.

I have a whole playlist on YouTube dedicated to How-To Videos (50 videos so far and counting):

5. Client Testimonial Campaign

Showcase testimonials from past clients in a social media or email series to reinforce trust and credibility. Share testimonials that highlight the value of your expertise in different scenarios.

• Example: A fractional HR leader could create a “Client Story” post each month on LinkedIn, sharing how they helped a small business improve employee satisfaction.
• Why It Works: Testimonials act as social proof, reassuring potential clients of your credibility and effectiveness.

A tool I love using for this is Senja. It allows you to collect testimonials in a simple way and then easily embed them on any website or within emails. Here’s an example:

6. Industry Trends Report

Compile a report on emerging trends within your industry and share insights on how these trends might impact your audience. This could be distributed as a downloadable PDF or shared across social media.

• Example: A content creator could release an “Annual Content Marketing Trends” report for business owners looking to enhance their digital presence.
• Why It Works: Trend reports position you as an informed industry leader and provide tangible value, encouraging prospects to view you as a trusted resource.

Wynter is a great example of this with there “How B2B SaaS Marketing Leaders Buy Software in 2024” report.

7. Seasonal Campaigns and Offers

Use seasonal themes to create limited-time offers or promotions. Consider holidays, industry-specific dates, or quarterly themes to align your messaging.

• Example: A marketing advisor might offer a “New Year Marketing Audit” where clients can receive an in-depth review of their strategy and recommendations for improvement.
• Why It Works: Seasonal campaigns create urgency, giving potential clients a reason to engage now rather than waiting.

8. “Quick Tip” Social Media Series

Run a “Quick Tip” series on social media, sharing short, actionable insights that your audience can implement immediately.

• Example: A fractional HR leader might run a “Monday HR Tip” series, offering bite-sized insights on workplace culture or performance management.
• Why It Works: These tips are easily digestible, demonstrate your expertise, and keep your content top of mind for your audience.

9. Drip Email Campaign for New Subscribers

Create an automated email sequence that introduces new subscribers to your services and expertise over a period of time, gradually building trust.

• Example: A content creator might send a “5-Part Content Strategy Series” to new email subscribers, providing tips on topics like brand voice, engagement, and content planning.
• Why It Works: Drip campaigns nurture new leads without overwhelming them, building familiarity and trust gradually.

10. Collaborative Campaign with Industry Peers

Partner with another professional in a complementary field for a joint campaign, such as co-hosting a webinar or creating co-branded content.

• Example: A fractional HR leader and a financial consultant could host a joint webinar on “Financial and HR Strategies for Small Business Growth.”
• Why It Works: Collaboration allows you to reach a broader audience and leverage the credibility of another expert, expanding your visibility and authority.

Max Mitcham at Trigify does this very well:

Measurement and Tracking: How to Measure Success

Tracking the effectiveness of your marketing is crucial to understanding what works and where to adjust.

By focusing on measurable outcomes, you can make data-driven decisions to optimise future campaigns.

Key Metrics to Track

Identify key performance indicators (KPIs) that align with your goals:

• Website Traffic: Track visitors, session duration, and pages per visit to understand engagement.
• Social Media Engagement: Monitor likes, comments, shares, and follower growth.
• Email Metrics: Measure open rates, click-through rates, and unsubscribe rates.
• Lead Conversion Rate: Track the percentage of leads that convert to paying clients, especially for lead generation-focused campaigns.

Tools for Tracking

Use tools that simplify tracking and reporting:

• Google Analytics: For website traffic and conversions.
• Social Media Analytics: Built-in analytics on platforms like LinkedIn and Instagram offer insights on post performance.
• CRM Systems: Tools like HubSpot or Zoho help track client interactions, lead generation, and conversion rates.

Test, Optimise, and Iterate

Marketing success is built on continuous improvement. Use A/B testing to determine what resonates best with your audience and refine your approach accordingly.

Example: If an email subject line outperforms another in an A/B test, incorporate similar language into future campaigns. Likewise, if certain types of social media posts receive higher engagement, focus on creating more content like it.

Conclusion and Actionable Next Steps

Marketing as a consultant or fractional executive can be incredibly rewarding when done effectively.

By focusing on practical, targeted strategies and well-defined campaigns, you can generate leads, build authority, and create a lasting impact in your industry.

Here’s a quick summary and next steps:

1. Build a Strong Foundation: Establish your USP, brand voice, and ideal client profile to guide your marketing efforts.
2. Choose High-Impact Channels: Focus on channels that align with your ICP, whether it’s LinkedIn, email, or a blog.
3. Plan and Execute Campaigns: Implement some of the campaign ideas listed here, testing each one and refining based on feedback and data.
4. Measure, Learn, and Improve: Regularly track KPIs and optimise your approach to continuously improve performance.

With consistent effort and data-driven adjustments, these practical marketing strategies will help you grow your client base, establish authority, and maintain a competitive edge in your industry.