The $200 HR Consultant Marketing Playbook

Introduction

Whether you’re just starting out or looking to grow your HR consulting business on a lean budget, this playbook is built for you.

We know how overwhelming it can feel when you’re wearing all the hats. HR consultant, marketer, salesperson, admin… the list goes on. And when you're starting from scratch, there’s a real temptation to pour time (and money) into things that look like progress.

For example, building a website, hiring a designer for branding, or paying for ads... These are important steps once you've validated your offer or figured out how to bring in leads consistently.

But here’s the truth: those things can wait.

Before you invest in polished branding or a flashy website, you need a simple, repeatable system to:

• Get in front of the right decision-makers
• Start conversations with potential clients
• Build trust and credibility through content
• Keep your outreach organized so nothing falls through the cracks

With just $200/month, you can connect with over 600 warm leads, stay top of mind, and position yourself as the go-to HR expert for your ideal clients, all without a full-time marketing team or fancy tech stack.

We’ve focused this playbook on the lowest-cost, highest-impact marketing strategies for HR consultants. Every tactic has been carefully selected to deliver real results, not just busywork. Whether you’re trying to land your first few clients or grow from side hustle to full-time consultancy, this is how you build momentum without wasting time or money.

Let’s break it down, step by step.

1. Skip the Website (For now)

Use LinkedIn as your landing page.

When you’re just starting your HR consulting business, building a website feels like the logical first step. But here’s the thing:

According to Forbes, launching a basic website takes 10–14 weeks, and that’s before factoring in costs like domain registration, hosting, copywriting, design, SEO setup, and ongoing maintenance. Even the simplest site can run you $500–$3,000 in upfront costs and $15–$50/month to host and update.

For newer consultants, that’s time and money better spent elsewhere, especially when your LinkedIn profile can do 90% of the heavy lifting for free.

Instead of spinning your wheels trying to get a website off the ground, use LinkedIn as your home base. It already has built-in traffic, searchability, and trust. And when optimized correctly, it functions as your:

• Credibility Hub – Showcase your expertise, services, & professional story
• Scheduling Page – Just drop a scheduling link in your “Featured” section
• Lead Magnet – Your posts get organic reach, helping you build visibility

Here’s what to do:

Update your headline
Include keywords that describe what you do (e.g., Fractional HR Partner | Compliance | Recruiting | Retention for Small Businesses)

Add a scheduling link
Make it easy for leads to book time with you. Don’t make them chase you down. Add a link to your scheduling tool of choice at the top of your profile, featured section, and/or in your experience section.

You can use tools like Calendly or TidyCal, but if you’re using Shrlock, you’ve already got this built in. Shrlock’s custom-branded booking pages give your potential clients a polished first impression (think of it as your first step towards a website). 

​​Whether you're offering discovery calls, audits, or paid consults, a clean scheduling link signals that you're professional, prepared, and ready to help.

Optimize your “About” section
If you’re using your LinkedIn profile as the landing page for your business (and you should be), your “About” section needs to sound less like a resume and more like a sales page. This isn’t the place to list every job you’ve had.

Make your About section about them, not just you. Use warm, conversational, client-first language that shows you understand their pain points and have solutions that work.

Show proof
List client wins, case studies, or results in your Experience section. Even if you’re early in your business, include testimonials or stories from past work (as long as they’re relevant).

👉 Need help?
We created a free LinkedIn Profile Optimization Guide for HR Consultants with templates and real examples. [Download it here]

💰 Monthly Cost: $0
🕒 Time Saved: ~10–14 weeks of web dev and headaches

2. Upgrade to LinkedIn Sales Navigator

Build laser-targeted lists of ideal clients.

If you’re serious about landing more clients, LinkedIn Sales Navigator is one of the best investments you can make. For $100/month, you’ll get access to powerful filters that make prospecting faster, smarter, and way more targeted than just searching in regular LinkedIn.

You can use it to find exactly the kind of business owners who are most likely to need HR support and most likely to say yes.

Here’s what you can filter by:

• Title: CEO, Founder, or Owner (decision-makers)
  
• Company size: 1–50 employees (a sweet spot for fractional HR services)
  
• Location: Prioritize employee-friendly or compliance-heavy states like CA, WA, NY, MA
  
• Industry: Focus on your niche, nonprofits, restaurants, etc.
  
• Seniority Level: Skip middle managers. Go straight to the top.
  
• Active on LinkedIn: This one’s huge. You can filter for people who have posted recently or are more active, so your outreach doesn’t land in a ghost town.

Once you’ve built your list, you can export or save it directly in Sales Navigator, ready to upload into your outreach tool (we’ll cover that next).

💡 Pro Tip: Start with a small batch of leads, maybe 100–200, and test your outreach messaging before scaling.

💰 Monthly Cost: $100

3. Automate Outreach with Dripify

Scale daily outreach without lifting a finger.

Once you’ve built a strong list of leads using LinkedIn Sales Navigator, the next step is to start conversations at scale, without spending hours every day manually sending connection requests and follow-ups.

That’s where Dripify comes in.

For just $40/month, Dripify lets you automate your LinkedIn outreach campaigns while still keeping things personal and professional. It works in the background, sending connection requests and follow-ups on your behalf, so you can focus on client work (or, you know, having a life).

Here's how to set it up:

Upload your lead list

You can import your lead list from Sales Navigator directly into Dripify.

Send 20–25 connection requests per weekday

This keeps you well within LinkedIn’s safe limits while giving you steady, consistent exposure. That’s 400–500 new connection attempts per month.

Craft a simple first message

Your first message can be included with your connection request, but for the best results, we recommend scheduling your first message for a day after the lead accepts your request. This will make it look less automated. Your first message can look like:

“Hi [First Name], I help small business owners stay ahead of common HR issues. I put together a short guide on hiring and compliance for businesses under 50 employees. Want me to send it your way?”

If the user replies, you have a lead! If not, you can set-up your Dripify automation to send a follow-up message. 

Send a second follow-up a few days later

“Hi [First Name], I know things can get busy, and I didn’t want my message to get lost in your inbox. I thought I’d share a link to the resource in case you might find it helpful. [link] One of my clients was able to boost their HR compliance in just 30 days. I’d be happy to chat through what this might look like for you.”

Why this works:

• It gets you consistent visibility with potential clients
• It creates warm leads. You’re not cold pitching, just opening conversations
• It frees you from manual outreach while still maintaining a human tone
• It stacks up quickly: Even a 10% response rate on 400 requests is 40 new conversations per month

Pro Tip: Since you’re only able to send 20-25 connection request per day without getting flagged by LinkedIn, we recommend using your automated outreach M-F so you can save your manual outreach for weekends. We’ll explain this more in the next section. 

💰 Monthly Cost: $40

4. Manual Outreach to Referral Partners

Tap into trusted relationships without spending a dime.

One of the most overlooked (but incredibly effective) ways to grow your HR consulting business is by building a referral network with adjacent service providers, people who already serve your ideal clients but offer different services.

Think:

• Fractional CFOs
• Bookkeepers
• Payroll providers
• Benefits brokers
• Small business consultants
• Employment attorneys (non-competing)
• Insurance or compliance advisors

These professionals are often the first to hear when a business owner is overwhelmed with team issues, compliance worries, or people challenges—and that makes them powerful referral sources.

How to make it work:

🕒 Set aside 1–2 hours each weekend
Use that time to connect with 20–25 adjacent professionals on LinkedIn.

📬 Send a simple, value-first message like:

“Hi [Name], I work with small business owners on HR compliance. I always enjoy connecting with others who serve the same audience. I don’t currently have a go-to [insert service] resource for my clients, and I’d love to stay in touch in case we can send opportunities each other’s way.”

Once connected, follow up with:

“If you ever have a client who needs help with hiring, compliance, or HR strategy, happy to be a resource. And if I come across a client looking for [your service], I’ll be sure to send them your way too.”

This isn't about cold-pitching, it's about creating mutually beneficial relationships that grow over time. The best referral partners are the ones who see you as a collaborator, not a competitor.

Pro Tip: Set reminders to check in every few months. Share client wins (while protecting confidentiality) or new services that might help their clients, too.

Why this works:

• These partners already have access and trust with business owners
• You create a win-win relationship. You both get new clients.
• It builds long-term referral pipelines without paying for ads or sponsorships

💰 Monthly Cost: $0

5. Post Consistently on LinkedIn

Build trust, stay visible, and establish yourself as the go-to HR expert.

Content is one of the most powerful tools you have and on LinkedIn, it’s completely free. But it’s not just about what you post. It’s also about how you show up in conversations with others.

With your automated outreach bringing in dozens of new connections each week, you have a growing audience that’s already seeing your name in their notifications. Now it’s time to stay on their radar and earn their trust by showing up consistently and adding value.

What to Post (Do This Daily):

Practical HR tips‍

Compliance basics, hiring red flags, policy reminders, retention strategies

Stories from the field

Share real (anonymous) client wins, challenges, or lessons learned

Advice for new managers

Most small businesses lack structured leadership training. You can fill that gap with quick, actionable insights

Commentary on trending HR topics

Weigh in on new regulations, layoffs, return-to-office debates, etc.

💡 Optional upgrade: Use Canva Pro ($13/month) to create branded quote cards, visual checklists, or mini carousels for higher engagement.

What to Comment On (Do This Daily):

Don’t just post, comment with purpose. When you comment thoughtfully on the posts of:

• Your new connections (especially decision-makers)
• Referral partners
• Fellow HR consultants or industry influencers

…you’re showing up in their notifications and in the feeds of their networks. This is where you can start expanding your efforts to include everyone who follows the people whose posts you comment on. 

A thoughtful comment can often get more visibility than a standalone post, and it positions you as someone who’s not just an expert, but engaged and generous with their insight.

For Example:

A founder posts about how hard it is to delegate as the business grows. Jump in with:

“I see this all the time, especially with founders who are used to doing everything themselves, BUT this is a muscle that gets stronger with structure. I often help clients establish lightweight role clarity frameworks so that everyone knows what they are responsible for. Huge relief for both the founder and the team.”

Why this works:

• Posts build credibility with your broader network
• Comments spark conversations and draw attention from your ideal clients
• You’re consistently showing up as a knowledgeable, approachable expert, without pitching your services.

💰 Monthly Cost: $0 (Optional Canva Pro = $13)
🎯 Outcome: Increased visibility, stronger trust, and inbound leads over time

6. List Yourself on Freelance Marketplaces

Go where people are actively shopping for HR help.

If you’re just starting out or looking to fill your pipeline without relying entirely on outbound outreach, online marketplaces are a goldmine. These platforms are full of business owners who are already looking for HR support—you don’t have to convince them they have a problem. They’re actively shopping. You just need to show up and make a strong first impression.

Top platforms to try:

Upwork: Still one of the largest marketplaces for fractional talent. Create a polished, niche-specific profile (e.g., “HR Consultant for SMB Compliance & Retention”), and apply selectively to projects that align with your services and rates.

⚠️ Don’t race to the bottom on pricing. Business owners pay more for experts who clearly understand their problem.

Bark.com: This is a hidden gem for HR consultants. Business owners submit specific requests (e.g., “Need help creating employee handbook” or “Looking for HR policies for a team of 10”), and you get notified based on your profile. Be ready to respond fast, speed is often what wins.

Thumbtack or Alignable: Results can vary depending on your region, but these platforms are worth exploring. Thumbtack allows service-based pros to quote projects, while Alignable focuses more on local small business networking.

💰 Monthly Cost: $0

7. Track Every Lead Like a Pro

Don’t let warm leads go cold… or worse, disappear.

One of the worst things you can do as a consultant is lose track of your leads.

You’ve worked hard to build momentum. Everything from sending messages and booking calls, to making impressions. Without a system to manage it all, it’s way too easy to let great opportunities slip through the cracks.

That founder who said “circle back next quarter”?

That referral from your CPA contact?

That Bark.com lead who asked for a proposal?

If you're relying on sticky notes, spreadsheets, or memory alone, you're leaving money and credibility on the table.

That’s why you need a CRM designed for the way HR consultants actually work.

Enter Shrlock: the only CRM built specifically for HR consultants.

Here’s what it helps you do:

• Track every lead, conversation, and follow-up so you always know where things stand
• Set reminders for critical moments like compliance deadlines, audit renewals, or policy updates
• Centralize your notes, documents, and staff info for each client. No more digging through emails or scattered files

Unlike generic CRMs, Shrlock was built for fractional consultants juggling multiple clients, timelines, and service models.

💡 Pro Tip: Use the Milestones and Projects features inside Shrlock to stay one step ahead, whether you're managing onboarding timelines or surfacing seasonal compliance projects.

💰 Monthly Cost: $49

Total Monthly Cost: $189

That leaves you with an $11 buffer… or just enough for a well-earned celebratory latte after landing your next client. But more importantly, you’ve now got a repeatable system to:

✅ Attract high-quality leads
✅ Build real relationships
✅ Show up with value
✅ Stay organized and close deals

Bonus Tip: Don’t just start conversations, follow up.

The real power of this system isn’t in the first message, it’s in what happens after.

80% of conversions happen after the 3rd touchpoint, but most consultants stop after one.

That’s why tracking your leads, reminders, and client milestones is critical and why Shrlock makes this effortless. You’ll always know who to follow up with, when to check back in, and where every opportunity stands in your pipeline.

Because being great at what you do is only half the battle. The other half?

Staying top of mind until they’re ready to say yes.