One of the great things about my job at Venture Accelerator Partners is meeting with many small growing firms. We meet many through events and our associations with Communitech, MaRS, Innovation Factory, referrals from our many contacts, and from our own inbound lead generation.
I met with a professional services firm recently, who was originally looking for a part-time sales rep offering. We met for a coffee and talked about his target customer, service offering, and revenue model. It became apparent that his money would be better served with an inbound lead generation program.
Here is a summary of why inbound lead generation and Professional Services is an excellent fit.
Subject Matter Expertise
When you are selling professional services offering you are selling your organization’s capabilities and your own. Content marketing as part of your inbound lead generation offering helps to reinforce this. Writing the right blogs and white papers can differentiate your knowledge versus competitors.
Share With Your Network
Use existing social media networks to share your new content. This is a great way to stay top of mind with customers as well as prospects. Professional services leaders and team members often have large networks built up over the years. We find that the best platforms for B2B sales are Twitter and LinkedIn.
Sales Triggers
Inbound lead generation can provide excellent sales triggers that can help direct your sales efforts. Use Twitter or Linkedin to look for mentions by your target prospects on items that you could help them with. An email newsletter is also an excellent way to share information. The interactions with this content can also lead to great reasons to follow-up.
Get found
The best way to grow your professional services firm is to focus on a specific niche. This can mean helping with a very specific service or selling to a specific region. Content can be created to speak to this specific segment. This will help with SEO and allow your firm to get discovered by search engines and new customers.
Inbound lead generation can help find and sell to new prospects and existing contacts. If you would like see how VA Partners can help you with your inbound lead generation efforts please connect with me.
