Most professional services firms are unwilling to adopt online lead generation techniques. And this can be attributed to the fact that many commonly used online strategies are simply inappropriate for many professional services firms and their clients. If this is not enough, many professionals still hold the belief that the only way to generate new client leads is through referrals and networking.
But what they fail to realize is that the world is changing at a drastic pace and there are new models of business development to leverage. Lead generation is founded on demonstrating expertise and building trusting relationships. Below are some of the most common lead generation techniques for professional services that are worth your attention.
Pay Per Click Advertising
One of the best ways to build trust and credibility while getting on your prospects’ radar is to buy your way onto search engine results pages for relevant keywords. This technique allows you more control over the keywords with which you want to be associated. You simply pay when someone clicks on your link.
Leads from PPC are mostly of higher quality because the potential client is often searching for a specific solution. Furthermore, PPC is completely trackable and typically less expensive than traditional print advertising.
Run an Email Marketing Campaign
If you’re not already doing email marketing, then you’re missing out on the perfect opportunity to generate leads and convert them into customers. Provided you personalize your emails, you can build relationships with your potential customers and nurture them until they are ready to buy. Keep in mind people are likelier to engage with an email personalized for them.
You should also consider segmenting your email list as it is probably made up of different types of people. It wouldn’t make sense to send the same email to both groups of people. Instead, you want to segment it so that you can more targeted relevant emails.
The Bottom Line
A lot more goes into getting the most from your online lead generation strategy. Automate your email marketing campaign, have a targeted landing page, and create targeted ads. The simple measures you decide to take up will certainly help you generate more leads without going through a lot. Be sure to read more about different lead generation methods, after which you can decide on the perfect fit to use and drive business growth.
