Save content
Have you found this content useful? Use the button above to save it to your profile.
Shironosov/iStock/Thinkstock

Lead generation techniques that work

by
23rd May 2014
Save content
Have you found this content useful? Use the button above to save it to your profile.

The size of your firm does not dictate good marketing practice, according to Paul Shrimpling.

Larger firms may have greater financial resources, but other than that the marketing playing field is relatively flat, he explained a marketing audit produced by Remarkable Practice from a survey of more than 100 accountancy firms.

The report identified referrals from clients and introducers, websites, networking and events as the most effective sources of new clients. Most firms shunned advertising and telemarketing.

Whether large or small, the most successful firms tracked and reviewed their sales and marketing activity on a regular basis - mostly monthly or weekly. The survey indicated that most partners could achieve more if they followed these leaders and were committed to marketing.

The Remarkable Practice marketing audit report is structured around statistical summaries of each marketing activity, identifying how many leads were generated by each, and presenting them alongside short, practical recommendations and suggestions for action.

Here is a short digest of findings on the top three lead generation techniques.

Referrals

Few accountants will be surprised that the survey found referrals to be the most successful source of new business leads, with 88 of 91 firms converting new clients from referrals.

“If you aren’t deliberately, consistently, persistently improving your ‘get referrals’ strategies from clients and introducers, your firm is not growing as fast or consistently as it could,” the report concludes.

If there is a cure-all for growth, it’s going to see your clients and having, gained their trust, asking them for recommendations. At the end of every successful meeting, ask for a referral. If you don’t ask, you don’t get.

Websites and social media

Someone who has been introduced to your firm is also likely to visit its website. The survey found evidence of a strong connection between referral activity and firms’ websites, particularly among the 10 respondent firms that said they had generated more than 20 converted leads from their websites.

Websites also to generate a better return than social media. Social media might be consuming time and effort for firms, but only four out of 84 respondents converted leads from this source. The report advises spending more time and money creating a website that wins converted leads. In particular, when designing and planning content for the site, look at it from the prospect’s perspective and focus on giving them what they want.

Events and networking

Accountants are not such shrinking violets. More than half of the partners surveyed either spoke at events, or held their own - with 33% of respondents running at least three events in the past year. “It pays to include events in your firm’s marketing plans,” the report concludes. Firms that do not do so are missing out.

Networking was almost as effective, so it’s a good idea to attend more events and seminars, not just to meet new contacts, but to assess techniques that might help you run events that generate converted leads.

If you do host events, capture the thoughts of delegates on feedback forms. The results can track how well each event is received, and give you material to help promote future events.

The  2014 marketing audit is available from the Remarkable Practice website for £167.

Replies (0)

Please login or register to join the discussion.

There are currently no replies, be the first to post a reply.