What works in marketing when you're not a natural self-promoter
- Lisa Elliott
- Mar 29
- 4 min read
Updated: Jul 3
Let’s be honest – most environmental consultants didn’t start their business dreaming of writing LinkedIn posts or tweaking SEO settings. You got into this field to solve real, technical problems. To make an impact, not to figure out hashtags or churn out blogs. But here’s the truth: if the right people don’t know you exist – or understand the value you bring – they won’t hire you.
This guide is for professionals who’d rather be doing the work – but know they need to be seen to be hired. It’s straightforward, low on hype, and rooted in what actually works.
Start with strategy, not scattergun tactics
Marketing isn’t about shouting the loudest. It’s about being intentional. I’ve worked with many consultants who built great reputations – but still found themselves waiting for the phone to ring. It worked for a while, until it didn’t. And when things go quiet, the stress builds fast.
The solution? A simple, sustainable marketing system. One that helps you show up consistently, communicate clearly, and track what’s actually working. Start by defining:
Who you're targeting (e.g. local authorities, developers, NGOs)
What problems you solve (compliance, conservation, BNG, etc.)
Where your audience looks for help (LinkedIn, industry forums, sector publications)
Think of it like your own environmental impact statement: deliberate, transparent, and aligned with your values.
Say what you do – and say it clearly
Most consultants overcomplicate their messaging. Or worse, they bury the lead.
Clients don’t care about how many acronyms you know. They care whether you understand their world and can solve their problem. I’ve seen how technical language can either build trust – or leave people scratching their heads. I used to be the quiet one in the room thinking, 'Okay… but what does that actually mean?'
You don’t need to dumb it down. Just don’t send people searching for a dictionary and a strong cup of tea.
Ditch the jargon. Get to the point. Say it with confidence.
Use LinkedIn to teach, not to sell
I get it – LinkedIn can feel like a minefield of personal updates, politics, and self-promotion. But despite the noise, it’s still one of the best places for consultants to build visibility and trust.
And no, you don’t need to start ‘selling.’ Just share your expertise.
Tell a story from a recent project
Explain a confusing regulation in plain English
Reflect on a challenge and how you solved it
Share a field insight (photo optional but welcome)
You’re not selling. You’re building authority.
Make technical topics relatable with stories
Your clients are intelligent. But they’re also human. And humans connect through stories.
Use storytelling in your proposals, blogs, and presentations to build credibility and emotional connection. For example:
‘In 2023, we helped a coastal infrastructure project navigate complex conservation laws while protecting a rare seagrass bed. The solution? A phased mitigation strategy that not only satisfied regulators but earned the project team a sustainability award.’
Stories like that communicate more than competence – they communicate character. And they build trust faster than a 20-page report.
Treat your website like your online CV
Your website isn’t just a digital brochure. It’s your pitch deck, onboarding tool, and proof of competence – often all at once.
If yours is still stuck in lockdown mode, start here:
What you do
Who you help
Why it matters
What to do next
A focused site helps potential clients self-qualify. Add in a few helpful blogs or case studies? Even better. You become useful before they ever get in touch.
Don’t overlook email – it quietly gets results
Email might not be flashy, but it works. As Steven Lewis at Taleist says: your email list is yours. It’s the only marketing asset you truly control.
Start with a simple list of past clients, collaborators, and peers. Then check in occasionally:
'Here’s a recent project we wrapped up...'
'Noticed this regulatory shift – thought it might be useful...'
'Here’s what we’re seeing on the ground right now...'
Keep it light, relevant, and useful. Not spammy. Just human.
Focus on signals, not spreadsheets
I’ve worked with enough engineers and scientists to know they love a good dashboard. But marketing data can quickly become noise.
Instead of tracking everything, watch a few key indicators:
Are more of the right people visiting your website?
Is your LinkedIn engagement growing with the right audience?
Are you getting more inbound enquiries or invitations to chat?
You don’t need perfect data. Just enough to know what’s working. And you’re more than capable of that – especially with someone in your corner who actually enjoys this stuff.
Final thoughts: You don’t need to be loud—just clear and consistent
Marketing can feel awkward, especially when you’re used to letting your results speak for themselves. But in this climate, silence isn’t humble – it’s invisible.
You don’t need to dance on TikTok. You don’t need to become someone you’re not. You just need a strategy that plays to your strengths: your expertise, your insights, your values.
Ready to grow your consultancy without losing your soul?
Let’s create a marketing strategy that reflects your work and works for your lifestyle. Book a free 20-minute consult and let’s map out your next chapter.
