Without a continuous supply of good leads, business for a consultancy company can quickly run dry. When taking a consultancy service to market the principles used are often no different to the principles used for marketing any other good or service. Therefore devising a strategy for creating and communicating the message of the values and benefits which can be derived from engaging with you as a consultant is key to generating high quality leads which translate into recurring revenue.
Building SEO across your website
Leads are the life blood of most consultancy companies so it is vital you attempt to rank as highly on Google as possible. Ideally you want to appear on the first page of search results as 91% of searchers will not look past the first page. If you are unsure on how to build SEO read our blog here on the basics.
Write captivating blogs that help drive your SEO
As part of your SEO strategy you will develop a number of keywords that you will be looking to rank for. A great way to incorporate these keywords into your website is to create a blog. By sharing useful content in the form of weekly blogs that genuinely help people or can help your prospects solve business problems not only will you improve your SEO ranking you will also be able to increase the likelihood of generating leads. If you are willing to share your expertise with your prospects and position yourself as a thought leader in your relevant field you will be front of mind when a prospect has a problem.
Design compelling CTA’s
Writing a great blog is all well and good but if you don’t include a CTA, you won’t be able to capture that individuals details and convert them from visitors to prospects and hopefully from prospects to leads. A CTA acts as a link between the content the prospect is interested in and another page with a more high value offering like an eBook, a white paper or a demo something that is interesting enough to convince them to fill in a short form.
Join LinkedIn and social media groups
According to Linkedin their groups provide “a place for professionals in the same industry or with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts” when you don’t have a product to sell having conversations with like-minded individuals is a great way to gain new contacts, find prospects and of course generate leads in the process. Look for local groups or groups within your target geography to avoid leads that do not fit your desired buyer persona.
Email marketing is a great way to nurture prospects that have provided you with their details but are not yet ready to close to a deal. Building targeted lists will allow you to send the right content to the right contacts at the right time. Ensuring top of the funnel leads get top of the funnel content and drip fed information until they are sales ready, whilst sending potential offers to those that are just about ready to engage. It’s a great way to ensure you never waste a website conversion and a great way to ensure you have a steady stream of clients.
Referrals are a great way to generate leads and new business. Once you have complete your consultancy piece for a client, confirm that they are 100% satisfied with the service they received and ask them for a referral. This doesn’t have to take the form of an awkward conversation instead send a thank you not or email, thanking them for their business and asking for the names of any other colleague, friend or known business associate that may benefit from your services.
If you are already generating high quality leads but aren’t sure how to progress them down your funnel, download our eBook The Ultimate Sales Handbook for Progressing Leads.