One thing is certain — things don’t always go as planned. Adding a few new elements into your business development strategy may be the push that helps your professional services firm attract quality leads during times of disruption.
We get it! Certain goals get pushed aside during a busy season, during the acquisition of a new company, and when a global pandemic strikes. The good news is that these disruptions present business development opportunities for attracting more people to your brand and message. Here are a few small, but effective lead generation tactics to continue receiving referrals and gaining new business during disruption.
- Host a virtual event
- Create a referral reward program
- Create an online assessment
While the world continues to demand opportunities to connect virtually, how can this be an advantage to attract new business? The chance to attract quality leads through virtual or online platforms becomes increasingly important when turning those leads into returning clients. This is true not only for CPA firms, but equally applies to other service organizations, including those in charge of marketing for an association, as well as legal professionals and engineering firms.
HOST A VIRTUAL EVENT.
Creating an event for current and potential clients to see what your team has been up to, or where you’re headed, is a great way to encourage engagement with your firm. Offer a workshop or webinar where your clients can learn more about your organization and industry trends. Hosting a virtual event provides the opportunity to stand out as an industry thought leader! Invite speakers to join your event who have a deep insight into certain topics that will get your crowd buzzing on the new content.
To reach a magnitude of people, promote this event through your firm’s website, social channels, newsletter and blog. Hosting virtual events may influence even more people than is possible hosting similar events in person. Take advantage of the current trend to go virtual to reach even more people and gain trust from quality leads.
Don’t forget to press “record” when hosting your virtual events. Save this content and recycle it to attract another round of quality leads.
CREATE A REFERRAL REWARD PROGRAM.
Put your current clients or referral sources in a position to easily refer new leads and promote your brand through a referral reward program. New potential clients value and trust recommendations from their friends or colleagues, so encourage existing clients to spread the word about your brand. Referral reward programs can be short or long-term and are wildly effective.
Creating a referral reward program is not only a great way to gain new clients, but can also increase participation for an upcoming webinar or virtual event. Offer up an incentive to your clients to invite a friend, such as a special drawing at an upcoming virtual event, to encourage current clients to recruit new business leads on your behalf. Think of what types of initiatives make the most sense with your industry or organization and will keep clients and referral sources engaged in helping your firm or organization. While it is unlikely these new webinar recruits will instantly become new clients, they will be excellent new additions to keep your lead generation funnel filled with qualified, engaged potential clients.
Continue to introduce new incentives and new content for other professionals to refer their clients and friends to you. Don’t forget that the best incentive for people to send referrals is when you refer a potential client to them, too! Work on your cross-referral relationships to support each other in new business growth.
GET TO KNOW YOUR LEADS.
Creating a business development strategy around a new referral program or virtual event presents exciting opportunities for your firm to learn more about potential future clients. When obtaining information from referred leads, make sure to ask them questions about themselves. Asking questions helps you gain information to keep them coming back for more. Here are a few ways to throw short, effective assessments into your business development strategy:
- Create polls in your virtual webinar series or workshops
- Add questionnaires at the end of presentations to see what topics people would like to hear about in the future
- Add short survey questions into your email or newsletter blasts to learn more about your leads and loyal clients
- Build a web assessment that is industry focused and invites visitors to self-qualify their need for services by identifying their biggest challenges or pains.
With your goals in mind, ask questions that will lead you to information that supports follow-up conversations with leads and prospects. Over time you will also have the opportunity to show how you’ve changed your business development strategy and produced new content based on how your clients and prospects answer your questions and assessments. This demonstrates to your clients that you’re listening. You are building a positive reputation that supports an effective lead generation funnel even during times of disruption.
Remember to always collect an email address! Having an email address provides the opportunity to stay connected to quality leads through email campaigns and newsletter blasts. Your leads can stay connected to the events and content you produce until they are ready to work with you. Sending your content through email and social media will also help your brand stay top-of-mind as a thought leader in the industry.
Looking for more advice on developing a strong business development strategy? Let’s schedule a conversation to see how we can help.