In a high-tech world where it's easier than ever to screen calls, traditional methods of lead generation such as cold calling have lost much of their effectiveness. Instead, the effective marketer must look to more productive techniques such as inbound marketing to increase lead generation. This marketing method aims to capture the attention of desired audiences through rich digital content that can be easily found and encourages further engagement with a firm’s website and/or media channels. This post discusses how you can use inbound marketing to your best advantage to improve lead generation, generate more qualified leads and boost sales.Read More
When was the last time you refreshed your firm's qualifications statement? There are many marketing professionals who view this document as a mere formality to get into the door for a new opportunity or receive a request for proposal (RFP). It is time to rethink your firm’s traditional qualifications statement.
This post offers creative ideas for integrating an inbound marketing approach with your qualifications statement:Read More
Strong client relationships can be summed up in one word: loyalty. Whether you’re fundraising, trying to develop business, providing better services or gaining greater market share, inbound marketing is the method you should use to build strong client relationships and reach your goals. After all, if you spend all your time on outbound marketing and none on inbound, you’re like a doctor who uses bloodletting to cure a headache. The technique may date back farther, but it’s much less effective than modern day solutions.
According to Hubspot's 2013 State of Inbound Marketing report, 52 percent of all U.S. marketers identified Facebook as a lead source in 2013. If your firm falls in the 48 percent that has yet to explore lead generation on Facebook, it’s time for that to change. Even if you’re one of the 52 percent who generated leads from Facebook in 2013, you can always get more.
What’s the largest and best network that allows B2B companies to well…network? If you use LinkedIn for professional services lead generation on a regular basis, you’ll probably agree that they're it. This isn't to say that industry-specific forums and other social networks are unimportant. With all the online social channels available today, you shouldn’t put all your eggs in one basket. Spending quality time on LinkedIn, however, is worthwhile for a number of reasons.
Lead generation for professional services firms is best accomplished through the synergy of a variety of well-thought-out, ongoing marketing efforts. The goal is to get in front of your target audiences (clients and prospects) wherever they are and keep in touch. This way, you catch the prospect when they need your services—when they’re ready to make a decision to "seal-the-deal." At this point, quality clients and pre-qualified leads will jump right into your inbound marketing funnel.
Traditional prospecting and go/no go practices are difficult to analyze. At the prospecting phase, it is not easy to know which messages are on target and which messages are completely missing the boat. At the go/no go phase, you cannot quantify the level of a prospect's interest. Inbound marketing methods make it possible to determine which messages are resonating with your audience and also gage the level of interest. This post aims to help you set the stages for your firm's inbound marketing funnel.
Marketing professional services constantly requires content generation. We are always responding to requests for qualifications and requests for proposals. Once we are done, these responses are filed away and referenced for yet another response. Why not take a fresh approach with your writing skills? Try repurposing proposal content to create eBooks that highlight your firm’s expertise in the markets it serves. If you can write great proposals, you can write an eBook that generates leads.
Are you contemplating a blog for your professional services firm? According to a 2012 State of Inbound Marketing Report by HubSpot, in a survey of 972 marketing professionals, 81% of businesses reported that their company blog is useful to critical for their business.
Let's imagine a prospective client is taking a look at your firm’s statement of qualifications. We'll assume you presented an incredible body of work. Your prospect skims through the content and browses through the impressive case study images and admires the incredible layout. After looking through the material, the prospective client comes to the conclusion that you are a qualified resource to provide professional services.