Build a Healthy Pipeline in 10 Easy Steps

Here's how a new model of business development for professional service firms is generating a significant flow of qualified leads. 

New News!

Perhaps you’re holding on to the ‘old school’ belief that the only way to generate new client leads is through referrals and networking? 

Not so fast.

A new model of business development for professional and financial services firms is already generating a healthy pipeline, through significant flows of qualified leads. Not only are online lead generation techniques working, but also they are demonstrating far better return on investment than some of the more traditional face-to-face approaches.

But will it work for our clients?

It seems that many professional and financial services firms have been relatively slow to adopt online lead generation techniques. Perhaps this is not too surprising - because clearly, many commonly used online lead generating strategies, such as contests or sweepstakes are simply inappropriate for most professional services firms and their clients and therefore would, perhaps, appear a little 'grubby' at first glance.

But just like traditional lead generation, the online model is founded on demonstrating expertise and building trusting relationships. And online opportunities to reach out to prospective clients, impress them and nurture a relationship, will continue to evolve. So, here are ten proven lead generation techniques that are working for the very best, forward thinking professional services firms the world over. Right now.

1. Build a Lead Generating Website.? If the idea that your firm’s website could be your best source of high quality new business leads just doesn’t stack up, think again. Most professional services websites are not designed to generate leads, In fact, most are designed as digital brochure ware: who we are, why we’re so great, etc. Prospective new clients find these difficult to differentiate from the competition and they come across as passive, unhelpful and rather arrogant. If visitors do not understand what you do, or what problems you can solve for them, they will go elsewhere. A bit of a contrast with a website that’s designed to make it easy for clients to understand your value proposition, download valuable information and request a meeting or proposal. The impact on online lead generation can be dramatic.
2. Invest in Search Engine Optimisation (SEO). Many potential clients want to learn how to solve the questions they have and challenges they face and if they are even remotely computer literate (that’s pretty much everybody these days), one of the first things they do is hit Google. SEO gives you the tools to match qualified clients with your online content. And if you do everything else right, you’ll end up on their short list when they are looking to purchase services.
3. Master Pay Per Click Advertising (PPC). Another proven way to get on your prospects’ short list is to buy your way onto search engine results pages for relevant keywords. This technique gives you greater control over the keywords with which you want to be associated. As the name implies you only pay when someone clicks on your link. Many times, PPC leads are of higher quality because the potential client is often searching for a specific solution. In addition, PPC can be tracked and typically less expensive than traditional print advertising. Don’t think your prospective clients are too upscale and in some way immune.
4. Make Connections Online (Social Media). Whatever you do, don’t imagine that you can consign social media to a junior in the marketing department, or think of it as an extension of PR. It isn’t. Online networking can produce the reputation and referrals associated with traditional business networking. The essence of social media is not which platform you choose and broadcasting stuff at people. It’s about engaging with people, and just as you would face-to-face, the quality and reach of the networking you do. Timing, tone of voice and personality are everything. While the style of interaction may vary greatly from Twitter to LinkedIn to Facebook, it is still about making the right connections with the right people. Expect to get results in proportion to the level of your investment of time and attention.
5. Host Webinars. A webinar is the online equivalent of a seminar or other educational event. The lead generating webinar is typically offered free of charge. Because it requires registration, you can collect basic information on a session’s attendees. Just like an offline seminar, a webinar should be educational — not a sales pitch which will only drive prospects away. The key to a successful webinar is to select topics that are of great interest and value to your ideal target client. Over time, attendees come to trust your firm and will be likely to consider you when they have a relevant need.
6. Publish E-newsletters. If your e-newsletter offers high-quality, educational content, you can generate a significant number of new leads when people sign up. And your e-newsletter is a great way to nurture the existing leads on your list. Many firms also use e-newsletters to announce new services and make specific offers. To build your subscriber list, offer a free e-newsletter subscription on your website or in your email signature block. Just remember, the better your content, the more people will read it and remember you — and the less likely it will be deemed spam. 
7. Commission Industry Research Reports - they are quite simply one of the best online lead generating strategies. Offer executive summaries or full research reports on the industries you serve. They boost your credibility and strengthen you online brand. Be sure your research topics are of exceptional interest to your target client group. Partner with a trade association or non-competing firm to increase credibility and share costs.
8. Develop White Papers or e-Books, as they too, are proven as a great online lead generating technique, establishing credibility and generating high quality leads. You can offer the white paper on your website (either available free or behind a registration screen), or you can distribute it through third-party services. White papers also make great pay-per-click offers. A variation on the white paper is the e-book. Typically longer than a white paper, it serves a similar function. If you e-book goes into great depth on a subject, it can generate a great deal of buzz and establish your reputation.
9. Get Blogging as it has a unique role in online lead generation. Although they’re not the best way of generating direct leads, they are probably the most effective driver of leads to your website. Host your blog on your website and it will allow you to create a wide range of keyword rich content that can be found by search engines, and draw a lot of qualified prospects to your website. You can promote your blog posts via the social channels with which you have the most success.
10. Create Online Videos. You may have noticed how much video is popping up online these days, and not just for music videos on You Tube! Video is an ideal way of showcasing professional services firms – a bit like amplifying and automating your referral process and it’s a very good way of explaining complex services or introducing your team.

These ten online lead generation techniques alone could become the cornerstone of a robust business development plan. Add in traditional sales and marketing tactics, such as face-to-face networking and trade show marketing (if it works for you), and you have a formidable strategy for building preference in your market. 

If you’d like to know more about how online business development techniques are being used by some of the world’s most successful professional services firms and how well they work, do contact me for a review of the techniques and strategies that you’re using today, and how they might be sharpened up to build a healthy, sustainable and cost effective pipeline tomorrow.