No matter how much you rationalize it, a failed lead generation campaign always results from overlooking the proverbial gears that make a highly efficient marketing machine.
Just what these factors are and their corresponding value to your marketing efforts as a consulting firm are summed up by Hinge Marketing’s Lee Frederiksen.
Research is the bedrock of any modern marketing effort. From marketplace research to brand research, detailed scientific studies will help you make more informed decisions. They’ll give you an objective basis for your marketing and provide you valuable baselines for measuring your results.
By conducting research, you’ll know your clients better — which puts you in a position to serve them better. Market research also gives you insight into how your processes are performing. You’ll know which aspects of your firm are performing most successfully and develop a better understanding of which services you should offer.
The impact of research is clear. Our own studies on the impact of research have shown that firms that conduct systematic research on their prospects and clients grow three to ten times faster and are up to two times more profitable than peers that don’t pursue research. Check out these 7 Most Effective Market Research Tools.
2) Niche-driven Strategy
One of your most important business considerations – period – is specialization and niche targeting. Our research has repeatedly shown that the fastest-growing firms tend to be specialists in a carefully targeted niche. This should be an area of the industry that you understand thoroughly, a space in which you can become an undisputable expert and leader.
Specialization makes all of your marketing efforts easier, because it tends to define exactly what you do and immediately distinguish you from the competition. Customer profiling is the best investment a company makes. A specialization is a differentiator that proves itself.
6 Brilliant Ways in Finding New Clients for your Consulting Services. Read here..
3) A High Performance Website
In today’s professional services marketplace, your firm’s website is one of your most crucial assets. It is much more than a digital billboard or brochure, as some firms believed in the past. A successful website is the hub of a firm’s online presence and an information-rich projection of its expertise into the marketplace.
Your website is a critical tool for building visibility. Potential clients search online to find service providers, and they need to be able to find your firm’s website in order for you to have a chance at winning their business. Plus, your website enables you to demonstrate your firm’s expertise and become well-known throughout the marketplace. Our research paints a clear picture of the importance of a professional services firm’s website.
In fact, 80% of people look at website when checking out service providers – the most commonly used information source by far.