Is This Your Situation? No System in Place for Getting New Business
You know that many of your leads will be generated by word of mouth and referral source connections, but that doesn’t mean that your lead generation should be a passive effort. As a professional, you understand that putting a small amount of force behind a worthwhile initiative can help that effort gain momentum. The same can be said for lead generation.
Here are three digital marketing strategies that will help your firm generate new business.
Your website, blog, email campaigns and social media marketing all work together to nurture your clients, prospects and referral sources. These access points help interested onlookers find your firm and give “tire-kickers” a feel for the benefits of connecting with you. Take the following steps to move prospects from cold to qualified:
- Provide relevant and engaging content to your niche subsets
- Amplify your content by allowing multiple access points through your website resources, email and social media channels
- Include calls to action in your messaging
- Maintain consistent communications to create repetitive touch points
- Experiment with a fresh approach as needed – be willing to try something new
Without the reporting and metrics tools behind your marketing efforts, you’ll never know who is responding to your efforts. You’ll also miss out on determining which content is garnering the most interest. Metrics and reporting pull double-duty by helping you connect with nurtured clients and prospects while also giving you a feel for what’s resonating with your audience.
3. Follow Up & Repeat
Your lead generation strategies truly begin building momentum when you tap into the results generated by your marketing efforts and follow up on your warm leads. Frame out a system for maintaining consistent touch points and build follow-up into that plan. Identify your rainmakers, offer incentives based on achievement and build a system of accountability into your strategies.
Using the example of an email campaign, your marketing and lead generation workflow could resemble a plan following these basic steps:
- Gather contact information for your clients, prospects and referral sources and create a marketing list
- Create an email message with informative, timely information that will be of use to your target market
- Launch your message and monitor readers clicking on content that has a direct tie-in to your service offerings
- If possible, set alerts on such content to inform your rainmakers as new leads come in
- Follow up via phone or email to contact your warm leads and begin a conversation that may segue into a new opportunity for your firm
Granted, these are simplified tips, and there is some work involved in launching and maintaining strategies that consistently generate warm leads. However, today’s firm marketing options are endless. It is often possible to outsource a number of the steps along your prospects’ journey. Consider which steps your firm would like to maintain in-house, and which would be more efficiently handled by a third-party resource. With a little push behind your marketing and lead generation initiatives, you’ll be creating a pipeline of new opportunities in no time.
Digital marketing tools can help you track and manage your client nurturing efforts and keep your pipeline full. Learn More at IndustryNewsletters.com.