The most important consideration for firms exploring digital marketing is return on investment. It is easy to be distracted by clicks, impressions, and landing page views. Too often marketers look at all the ways the system is working, rather than scrutinizing whether these endeavors are actually converting. We’ve compiled a list below of marketing tools to help you get more bang for your buck.
The Brand Funnel
We have started with the simplest, yet most important marketing tool. Without an efficient and clearly defined brand funnel, you won’t have synergy across your different marketing efforts. I hear a lot of firms say they do an array of successful marketing initiatives, in terms of engagements. However, they don’t see conversions. This is often because each campaign is operating in isolation, with little connection to the end goal.
An effective client journey draws in targeted prospects at the awareness stage and moves prospects efficiently through the funnel. Prospects will naturally drop-off along the way, which is why it is important to have an array of re-engagement measures in place to draw prospects back into your funnel. The software and tools outlined below are integral to establishing your funnel and tracking its performance, diagnosing issues and making the necessary adjustments.
Metigy & Sendible
Both Metigy and Sendible are great platforms for scheduling social media posts. Metigy allows you to manage different social media accounts in one place. If you are just starting out, Metigy is a good option, especially given it offers a free version. It’s artificial intelligence system provides helpful recommendations and assists you with your social media performance. Despite a few limitations in the number of posts you can make, and how far in advance you can schedule them, it is more than sufficient to manage your firm’s social media.
If you are more experienced and looking to schedule more posts, Sendible is a great option. It has a smoother process for batching social media content and overall has better UX. Sendible has a particularly nice feature for previewing posts across different social media platforms.
LinkedIn Sales Navigator
Sales Navigator is an underutilized tool in professional services firms. We expect this will drastically change as it continues to integrate with more CRMs.
The number-one rule when using Sales Navigator is to never lead with your sales pitch. We’ve all received those messages and immediately stop reading the moment we realise someone is just trying to sell something to us.
When reaching out to connect, always lead with a simple message like – ‘Hi (name), I saw we had a few connections in common, would be great to connect.’
Even once the prospect connects, it’s not yet time to push your services and try to make the sale.
Here are some simple tricks to engage the prospect:
- ask them for their opinion on something
- send through something of value (white paper, templates)
- invite them to a free webinar
- if there is a recent update in legislation or case law that relates to their industry, send through a blog which outlines the changes.
It’s still not time to sell!
Your call to action should be in the blog, webinar, white-paper, etc. The objective of the initial message is to get them to engage with your content. Your content is crucial in establishing trust. At the point of initial outreach, they have no trust in you or your firm. You are just a stranger on LinkedIn.
Automated emails play an important role in nurturing prospects through your funnel and re-engaging those who have dropped off. They can be executed en masse and require little time and effort to manage.
Most firms already use a CRM that allows automated emails to be sent to a subscriber base. If not, MailChimp offers an impressive free version that allows you to create forms to capture data and segment contacts to better personalise EDM campaigns.
We suggest using their forms to collect contact details in exchange for high-value content (i.e. high-quality guides which are more useful and more polished than blog posts. Think ‘How to’ guides, free resource packs, etc).
Does your website need a facelift? The most common phrase I hear when talking to firms is ‘We’ve been meaning to update our site.‘
With the digital transformation of professional services, firms can no longer get by with a sub-par website. Furthermore, with drag-and-drop tools like WordPress Elementor, it is easier than ever to build an incredible site that actually converts.
FirmChecker is a bit different from the tools above, as it is a self-contained brand funnel. With over 1,000 visitors each week, FirmChecker generates substantial awareness for your firm. But that’s just the beginning…
FirmChecker really excels at the ‘investigation’ stage which is crucial to converting prospective clients into actual clients in professional services. Over 80% of people will look online for reviews before hiring a firm. The further a prospective client moves through your funnel, and the closer they are to pulling out their wallet, the more they will scrutinise your quality.
FirmChecker plays an important role in satisfying all the key questions a prospect may have – Is this a firm I can trust? Are they experts in this area? How reliable are they? Are they going to be expensive?
The independent ratings and reviews on your FirmChecker listing give prospects the confidence and trust they need to pull the trigger and hire your firm.
You can find out more and create your FirmChecker listing here.
Tracking Your Funnel
Google Analytics is essential for monitoring the effectiveness of your funnel and identifying where it breaks down.
There are a few key functions in Google Analytics you can use:
- Audience – Use this tab to understand the attributes and demographics of the prospects coming onto your website and ensure they reflect your target market.
- Acquisition – This tab allows you to track the different sources through which leads are entering your funnel. For example, are your social media efforts resulting in prospects visiting your website.
- Conversions – Now you know how and where prospects on your website are coming from, you need to track whether it converts. Set up conversion goals for different events, such as form submission to download a white-paper or completing a contact form. This allows you to see where these conversions are coming from, and which marketing projects are giving you the best return on investment.
About the Author
James Hampel is a marketing and client experience specialist.
You can book a free consultation to discuss your firm’s marketing strategy here.