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. It encourages further engagement with a firm’s website and 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 more significant 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 further, 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 among the 52 percent who generated leads from Facebook in 2013, you can always get more.
What’s the most significant and best network that allows B2B companies to do well…network? If you regularly use LinkedIn for professional services lead generation, 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 several reasons.
Lead generation for professional services firms is best accomplished through the synergy of various 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 decide 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 take time to analyze. During the prospecting phase, knowing which messages are on target and which need to be included in the boat is difficult. At the go/no-go phase, you cannot quantify a prospect's interest level. Inbound marketing methods make it possible to determine which messages resonate with your audience and also gauge the level of interest. This post aims to help you set the stages for your firm's inbound marketing funnel.
Marketing professional services constantly require 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 to your writing skills? Try repurposing proposal content to create eBooks highlighting your firm’s market expertise. 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 helpful to critical for their business.
Let's imagine a prospective client is looking at your firm's statement of qualifications. We'll assume you presented an incredible body of work. Your prospect skims through the content, browses the impressive case study images, and admires the incredible layout. After reviewing the material, the prospective client concludes that you are a qualified resource for professional services.