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

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📩 Email: hrvoices@hrindependents.co.uk
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