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Confessions of a
Marketing Consultant
 Lauren Hall-Stigerts’ lessons of
 starting a one-woman services
 business and marke...
I started my marketing career with
enterprise CRM software as a generalist.

                   @LStigerts
After picking up skillz, I worked at startup
software powerhouse SEOmoz as their
Marketing Communications Manager.
       ...
I decided to jump feet -first into online marketing consulting. The
opportunity, challenge, and excitement of running my o...
Lesson 1:

Working in-house first
isn’t a requirement, but it
REALLY helps.

            @LStigerts
Cyrus Shepard (of PlaceFull) and I
knew we had chemistry when we
worked together at SEOmoz.
                  @LStigerts
Cyrus pulled me in on his latest project at event
space rental PlaceFull. I worked on content
strategy and email marketing...
Lesson 2:

Tell people you’re available.

Find friends and colleagues
who need help.
(This seems obvious, but it’s easy to...
Lesson 3:

Find a consulting mentor
who is where you’d like to
be (eventually).
My two mentors give me so much energy. The...
I’ve done more new and sometimes terrifying things
since beginning my consulting than I have in my entire
life.




  I’ve...
Lesson 4:

If you’re doing something
every week that terrifies
you, you’re doing something
right.
            @LStigerts
My website looks decent. Personal branding? Check.
Description? Check. Email signup form? Check.




What ’s missing? Ever...
Lesson 5:

Outsource the things
others can do better
than you can.

            @LStigerts
Invest in a way to track your
clients, hours, projects, invoices, finances, a
nd expenses.




FreshBooks is worth every p...
Lesson 6:

 Take your business as
 seriously as you do your
 clients.
It’s easy to get caught up in what makes you money t...
I use THINGS software to keep me focused – both on the
job and whatever I have going on in my life. It’s based on
the GETT...
Lesson 7:

Find ways to recharge
your batteries.


            @LStigerts
I’m extroverted, so working on my own can burn me out.
I recharge by getting out and working from different
locations. It ...
I also love working around others. I’ll visit local clients’
sites to touch base. (Double bonus: They know they’re
appreci...
Getting out to industry events is ESSENTIAL – I can touch
base with friends, network with new peeps, learn new
things, AND...
I have lots of hobbies that fulfill other parts of my
personality outside of work, such as costuming at
conventions…
     ...
… and playing
music.

It’s important to
me to keep my
hobby time
sacred – it feeds
back into my
work creativity
and energy...
Lesson 8:

Keep your story simple.

Don’t be everything to everyone. Focus on your core strengths and build a
story on the...
Lesson 9:

Keep yourself visible.




            @LStigerts
Find opportunities to share your expertise (for free). And
try to do it as frequently as time allows.




I’m participatin...
Facebook Page to practice my own content and social
media marketing. (And stay in contact with the people
who want to hear...
Twitter. A must for online content curators to strut their
stuff.



                          @LStigerts
- Email newsletters

- Blog posts

- Question and Answer sites

- … SPEAKING!
               @LStigerts
Lesson 10:

Create serendipity.
I snagged this from Rand Fishkin.

It’s another way of saying “create you own luck.”

Do t...
@LStigerts
Let’s be friends!
Lauren Hall-Stigerts
Marketing Consultant

@Lstigerts

Lauren@marketinggal.com

   @LStigerts
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Learn from Lauren Hall-Stigerts' lessons in starting an independent marketing consultancy and marketing herself. Intended audience: beginning online services consultants and non-marketers.

Presentation prepared within two hours for InfoCamp Seattle 2012, an unconference.

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Confessions of a Marketing Consultant

  1. 1. Confessions of a Marketing Consultant Lauren Hall-Stigerts’ lessons of starting a one-woman services business and marketing herself. Level: Introductory @Lstigerts Lauren@marketinggal.com
  2. 2. I started my marketing career with enterprise CRM software as a generalist. @LStigerts
  3. 3. After picking up skillz, I worked at startup software powerhouse SEOmoz as their Marketing Communications Manager. @LStigerts
  4. 4. I decided to jump feet -first into online marketing consulting. The opportunity, challenge, and excitement of running my own business and fostering lots of relationships excited me. But it all started with the lessons I learned and relationships I built while working in -house. @LStigerts
  5. 5. Lesson 1: Working in-house first isn’t a requirement, but it REALLY helps. @LStigerts
  6. 6. Cyrus Shepard (of PlaceFull) and I knew we had chemistry when we worked together at SEOmoz. @LStigerts
  7. 7. Cyrus pulled me in on his latest project at event space rental PlaceFull. I worked on content strategy and email marketing. @LStigerts
  8. 8. Lesson 2: Tell people you’re available. Find friends and colleagues who need help. (This seems obvious, but it’s easy to forget when you’re busy doing everything.) @LStigerts
  9. 9. Lesson 3: Find a consulting mentor who is where you’d like to be (eventually). My two mentors give me so much energy. They boost my confidence and speed up my success with sage advice. One is my financial planner who gave me the first big push to stick with consulting. My second mentor is a friend who created a niche for himself in game design consulting. They both independently volunteered to be my mentors – people like them are invaluable and critical to your success. @LStigerts
  10. 10. I’ve done more new and sometimes terrifying things since beginning my consulting than I have in my entire life. I’ve also grown more as a professional while being a consultant than I have over longer periods in -house. If I’m not stretching myself every day, then something is wrong. @LStigerts
  11. 11. Lesson 4: If you’re doing something every week that terrifies you, you’re doing something right. @LStigerts
  12. 12. My website looks decent. Personal branding? Check. Description? Check. Email signup form? Check. What ’s missing? Everything else. I’ve decided to hire a professional designer to move this forward in a way that I can’t. @LStigerts
  13. 13. Lesson 5: Outsource the things others can do better than you can. @LStigerts
  14. 14. Invest in a way to track your clients, hours, projects, invoices, finances, a nd expenses. FreshBooks is worth every penny I pay for it. I’ll be thanking myself come tax season. @LStigerts
  15. 15. Lesson 6: Take your business as seriously as you do your clients. It’s easy to get caught up in what makes you money today. But you never know what will happen, so don’t forget to take care of your own business for future success. Treat yourself like a client. @LStigerts
  16. 16. I use THINGS software to keep me focused – both on the job and whatever I have going on in my life. It’s based on the GETTING THINGS DONE approach to time management. It’s based on the GETTING THINGS DONE approach to time management. Finding a trusted system that works for you is key here. @LStigerts
  17. 17. Lesson 7: Find ways to recharge your batteries. @LStigerts
  18. 18. I’m extroverted, so working on my own can burn me out. I recharge by getting out and working from different locations. It also energizes my creativity. @LStigerts
  19. 19. I also love working around others. I’ll visit local clients’ sites to touch base. (Double bonus: They know they’re appreciated!) If I’m not working at a client site, I’ll also drop in on friends and coworking spaces. Here, I’m visiting my BFF while she works on her teaching plans. That’s her cat. @LStigerts
  20. 20. Getting out to industry events is ESSENTIAL – I can touch base with friends, network with new peeps, learn new things, AND recharge my extrovert batteries! WIN! Bonus points if you can name all of these really smart SEO / UX / IA friends in the photo with me. Answer (L to R): @ justinrb rig gs @ipullrank @jcolman @LStigerts
  21. 21. I have lots of hobbies that fulfill other parts of my personality outside of work, such as costuming at conventions… @LStigerts
  22. 22. … and playing music. It’s important to me to keep my hobby time sacred – it feeds back into my work creativity and energy. @LStigerts
  23. 23. Lesson 8: Keep your story simple. Don’t be everything to everyone. Focus on your core strengths and build a story on them. People love stories. They remember them. They’ll remember you. And that’s a good thing. @LStigerts
  24. 24. Lesson 9: Keep yourself visible. @LStigerts
  25. 25. Find opportunities to share your expertise (for free). And try to do it as frequently as time allows. I’m participating in a Max Impact marketing hangout on Google+ here. These are great because they’re recorded and circulated. @LStigerts
  26. 26. Facebook Page to practice my own content and social media marketing. (And stay in contact with the people who want to hear from me!) @LStigerts
  27. 27. Twitter. A must for online content curators to strut their stuff. @LStigerts
  28. 28. - Email newsletters - Blog posts - Question and Answer sites - … SPEAKING! @LStigerts
  29. 29. Lesson 10: Create serendipity. I snagged this from Rand Fishkin. It’s another way of saying “create you own luck.” Do things for people who need help. Do it for free. Don’t expect anything in return. And watch the magic unfold. @LStigerts
  30. 30. @LStigerts
  31. 31. Let’s be friends! Lauren Hall-Stigerts Marketing Consultant @Lstigerts Lauren@marketinggal.com @LStigerts
  • anamavv

    Feb. 11, 2017
  • ChelsiaH

    Mar. 21, 2013
  • efickandrew

    Jan. 23, 2013
  • emilythousand

    Jan. 16, 2013
  • Jeremy-Rieunier

    Oct. 17, 2012
  • CharlieRein

    Oct. 17, 2012
  • lamiki

    Oct. 16, 2012
  • jcolman

    Oct. 15, 2012
  • maxminzer

    Oct. 15, 2012

Learn from Lauren Hall-Stigerts' lessons in starting an independent marketing consultancy and marketing herself. Intended audience: beginning online services consultants and non-marketers. Presentation prepared within two hours for InfoCamp Seattle 2012, an unconference.

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