5 Critical Ways Professional Services Firms Can Improve Their Lead Generation

1. Define Target Customers 

Identifying your target market remains a key aspect of marketing, perhaps even more so with the increasing popularity of digital marketing. To better understand your consumers' needs, you should analyze internal company data, such as existing contact forms, newsletters, sales trends and other metrics. This will allow you to divide consumers into different segments based on their characteristics, which will help you make content that appeals to customer groups more specifically. If customers feel that content specifically appeals to them, they are more likely to engage with it or click on a link, thereby generating a lead.

2. Create Engaging Content 

The benefits of creating appealing and engaging content cannot be overlooked when it comes to improving lead generation for financial services firms. Based on your defined customer segments, you should design content that is specifically geared towards these groups. This may include content that reflects consumer interests or associated benefits of your professional services firms. The content needs to be informative and visually appealing; however, you must grab the audience's attention. The information provided within the content should be concise and be relevant to the target market. This will ensure that consumers are properly engaged and, therefore, more likely to come a lead.

3. Streamline Your Approach Across Channels 

It is important to have a blanketed social media approach for your company to guarantee that your channels are engaging and working together. This will help to keep consumers engaged and ensure that your company remains top-of-mind. Having a content publication strategy will help your company remain consistent and unified across each of its platforms. You can use marketing automation technology to help you properly maintain a sustainable and successful strategy. This will guarantee that you remain on track to increase your lead attraction. 

4. Clear Content Strategy 

A content strategy refers to a marketing approach that outlines how you will create and distribute valuable, relevant and consistent content to attract and retain your target audience. It will outline how your company will present itself online and via social mediums in a way that will ensure you generate the most leads. Professional firms can do this by using sponsored ad campaigns, direct messaging with users or a variety of other ways. Sponsored ad campaigns, or pay per click advertising, allows your company to buy its way into search engine results via keywords. This gives your company greater control over the words in which customers associate with your brand. Furthermore, pay-per-click advertising usually results in higher quality leads because customers are looking for specific solutions. Additionally, pay-per-click is less expensive than traditional advertising. 

5. Easy to Navigate Homepage 

It is important that you understand why consumers choose your brand above others and what makes them return. You should use quantifiable data to uncover these consumer preferences. By understanding what makes you appeal to consumers above other professional services firms, you can develop a UVP and display other key information on the website in a way that makes it easy to follow. To develop a website with large lead generation capabilities, it should be designed to make it easy for clients to understand your values, download any information they need and request a proposal from the company. Each of these options should be easily accessible for the consumer immediately after they click onto your homepage. 88% of online consumers say they are less likely to return to a site after a bad experience. This can be the result of a website that has a poor or convoluted design. An easy to navigate website with a straightforward depiction of company values and service offerings is crucial to lead generation for firms. 

While there many ways that professional services may improve their lead generation, employing the use of the above strategies are some of the most effective. A strong lead generation strategy will prove invaluable in the growth of any professional services firm.