10 Proven Online Lead Generating For Professional Service Firms

Forget the misconceptions--professional service firms like lawyers, financial advisors, consultants, and coaches can benefit from digital marketing just as much (if not more!) than product companies! Though traditional methods such as referrals and networking are viable options for generating business leads, online strategies are becoming increasingly popular for one reason: they work.

We've compiled 10 of the most effective online lead-generating techniques used by the fastest-growing professional services firms across verticals. So don't miss out on this invaluable opportunity to expand your presence in today's competitive marketplace – elevate your marketing with these proven lead-generating techniques!

What is Online Lead Generation?

Lead generation is the process of generating interest in your services and then converting interest into sales. For professional service companies, lead generation is the initial stage of the sales funnel.

Online lead generation is initiating engagement with your target market through digital channels. Strategies can be simple, like capturing visitors' contact information from a form on a landing page, or they can be complex Omni-channels and multi-staged. 

Online Lead Generation Tactics That Work For Professional Service Businesses

Digital marketing plans vary depending on your service offering, the typical sales cycle length, and your budget. Still, the key to effective online lead generation is a deep understanding of your target audience's interests and pain points. Once understood, the strategies you should deploy become clear.

Below are seven proven lead-generation techniques for professional services firms today.

1) Website Design & Development

An effective website displays an easy-to-understand value proposition that connects the dots for potential buyers at different stages of the buying journey. 

The ability to solve customer problems is different from the ability to connect with customers and their needs. Connecting with website visitors comes down to these three things: message, design, and ongoing management.

Could you imagine walking into Macy’s or Nordstrom’s in downtown Seattle and the floor has been swept in six months, no one is tending to the displays, and the items displayed are out of season? And, yet, many professional service business websites are managed just this way. 

What message does this send? 

Words matter and a message is more than words. Business websites that don’t match the quality of their work product can’t possibly attract ideal customers. 

HOW DOES WEBSITE MAINTENANCE DIFFER FROM WEBSITE MANAGEMENT?

2) Case Studies

A case study is a detailed description of your service from the perspective of one of your customers. Case studies can be in written or video form or both.

Case studies help potential customers better understand the nature of your business and imagine themselves working with you. 

Case studies are a stand-out strategy for selling professional services in these three ways: 

First, it is crucial to establish credibility in the minds of your prospects and ease their concerns regarding your technical ability to solve their problem. 

Case studies are a form of social proof demonstrating your expertise and directly addressing concerns regarding your effectiveness.

Second, case studies are helpful when your buyer is more than one person. Not all stakeholders may be able or willing to meet with you. 

Case studies provide insight into how you work in a way that communicates beyond your salesmanship to your craft. They provide a secondary perspective on your value proposition that speaks to many different learning and decision-making styles and translates to more people understanding why to choose you.

Third, case studies are a great way to learn directly from customers about their experience working with you. You can use this insight to edit further and refine your value proposition. 

3) Search Engine Optimization

Over 2.7 Million Americans use Google to search for information when facing a problem, drastically changing the buying journey. 

In the past, if you had a dispute with a neighbor, you might contact your accountant or brother-in-law to get a referral to a lawyer. But today, you're more likely to open up Google and search "lawyer near me" than to reach out directly for a referral, at least initially. 

And this behavior change has happened in every category of business. 

Search engine optimization is matching your web content with customers' search queries. Sound SEO strategies raise your business listing in search results and, therefore, increase traffic to your website.

The opportunity for service-based businesses is to develop relationships with people without being in their circle of influence. Search engine optimization turns Google and Bing into the ultimate referral partners - sending you highly relevant introductions to people looking for solutions to the problems you solve.

EVERY BUSINESS CAN USE LOCAL SEO TO GROW: HERE’S WHY

WHY SEO IS IMPORTANT TO PROFESSIONAL SERVICE COMPANIES

4) Pay-Per-Click Advertising

Pay-Per-Click Advertising (PPC) is the fastest way to get in front of people in the market for your services. It enhances your online visibility by putting you at the top of search engine results. 

Just like SEO, the purpose of PPC is to get in front of people searching for solutions to the problems you solve. SEO is the process of developing the content on your website so that it organically ranks higher on search. PPC allows you to cut in line (so to speak) and get in front of customers significantly faster than you can develop your content to rank.

Often, pay-per-click advertising leads are of higher quality because of the specificity of the searcher. They know what they want, and their desire to buy is more urgent.

PPC is easy to track and costs less than traditional print advertising and is a no-brainer for a business actively looking to take on new clients.

5) Webinars

Seminars are a tried and true professional service lead generation tactic. Webinars are the online version of seminars. Typically, webinars run by professional service firms are educational, and the offer to do business is more subtle. The focus here is building trust in your firm over time and becoming the provider of choice when they have a need.

However, many marketing programs use webinars as sales-accelerating events. These are typically used to shorten the sales cycle.

The key to a successful webinar is ensuring the topics are of great interest to your target customer.

6) Social Media Networking

Professional service providers must pay more attention to social media's potential opportunities to increase lead generation rates. Social media is online networking. 

Traditionally, service providers build their businesses by working their network. Social media marketing helps you do the same thing more effectively at a much larger scale than live events by allowing you to connect with people from your home with almost zero geographic barriers. 

There are over 3.5 million social media users today, 90 million users on Linkedin, and 50 million small businesses actively managing a Facebook page. 

Your effectiveness at social media, aka online networking, comes down to your level of investment in time and attention. 

7) Blogging

A blog is a newsfeed on a website that typically contains articles or posts on various topics. Creating a blog for your professional service business can help you to generate leads by providing valuable information that potential customers may be searching for online. 

Professional service firms can use blogging to showcase their expertise and build a reputation in the marketplace. Blog posts that use various on-page SEO tactics can increase your search engine rankings and increase traffic to your site from highly qualified prospects. 

8.  Lead Magnets

A lead magnet is a freebie or discount you offer potential customers in exchange for their contact information, such as their email address or phone number. Lead magnets can effectively generate leads by incentivizing potential customers to give you their information. Once you have a potential customer’s contact information, you can follow up with them and attempt to convert them into a paying customer.

Professional service businesses often use ebooks, white papers, and research reports as lead magnets. These are especially useful for making the most of an advertising budget. 

9) Video Marketing

Another great way to generate leads is to create informative videos that potential clients can watch online. You can post these videos on your website or social media sites like YouTube. Be sure to include a call to action at the end of each video, so viewers know how to contact you.

Professional services are all about people; video is a fantastic way to connect with them. Videos can positively impact your marketing, sales, and revenues. Flagship feedback or testimonial videos from satisfied clients explaining how your firm helped them or how your business stands out can drive new leads and create a buzz around your brand.

10) Email Marketing

Email marketing is another excellent way to reach potential customers and generate leads for your professional service business. Email marketing involves sending emails to a list of subscribers to promote your business or convert them into customers/clients. Email marketing can effectively stay top-of-mind with potential clients and build relationships with prospects over time.

The client acquisition process starts with lead generation. These lead-generation tips could enhance the effectiveness of your digital marketing campaign. The era where traditional marketing methods were the most prominent lead-generation tools for professional firms is long gone. Your marketing arsenal must mix conventional and digital lead-generation tactics for the best results.

Radically Distinct can help you improve your lead generation rates using the most effective strategies. Contact us for creative support to grow your professional service business. Get in touch with us to learn more.