They say ‘if you keep doing the same thing, you’ll keep getting the same results’, and rightly so. Most businesses today continue to follow the traditional method of carrying out day-to-day operations to retain old customers and bleakly attract new ones. Relying on word-of-mouth for marketing is not enough. Just like a physical store needs a pleasant visual appearance, referral discounts, loyalty programs, membership perks, supply security, and high-quality products, in addition to great customer service to increase walk-in customers—your brand needs a sustainable lead generation strategy to increase bottom-line. Back in the day, cold calling and leveraging print media would do the trick, however, this was then.
Who would have thought that the dawn of social media will bring an effectual tan into the skin of marketing by allowing businesses to tap into an uncharted audience?
Accounting firms have had little to do with technology as far as their business development is concerned, however, social media platforms have helped them ten-fold in finding new customers. Having a website is only as good as having an online brochure, and a blog is surely an effective way to establish your brand as an expert, but unless you establish a dedicated follower-ship, it may or may not provide you with a desirable outcome.
While the opportunity competition is cut-throat and attracting new customers can be challenging, social media platforms offer a sigh in relief, as long as you are able to discover the right combination of content and placement. For example, a blog may bore the audience on Instagram but can stir applaud on LinkedIn.
Approaching clients on Facebook:
An ideal way to generate leads is through organizing contests in combination with landing pages. The barter for a free-trial period or an additional service also helps accounting firms get contacts of prospective clients, having won a chance to perform and further secure a lead into a client. You can add contact forms within an ad, to request contact information of the people who click on these ads.
Approaching clients on LinkedIn:
LinkedIn is the most professional way to find contacts from the same field and make new connections. It’s easier to approach people on LinkedIn for collaborations, jobs, or offer services that you think they may be looking for. Accounting firms can post relative content to stay relevant and engage with prospects by asking for their feedback on such articles. One may also engage in discussions and give expert opinions freely to attract attention on LinkedIn. Using advanced search feature also helps you trim down the right people based on company, seniority level, or function. LinkedIn has a lead generation feature that helps you generate leads through ad campaigns. LinkedIn Lead Gen forms in tandem with sponsored content help generate the right quality of leads in abundance.
Approaching clients on Instagram:
Instagram is more visual-first than other platforms, allowing you to use images and videos to gain the visual attention of the online audience. The content is cut to suit the requirements of young entrepreneurs online and connect them with you for mutual symbiosis. Hashtags also help you connect with people who share similar interest and bring people of the same feather under one roof.
The possibilities are endless—drive prospective leads to your website, urge potential customers to visit your blog. Not only this, connect on the daily with your existing audience or communicate easily with your clientele for a lasting relationship. As long as your posts fall under the fulcrum of AIDA, the results are bound to follow. From drawing ‘Attention’ to creating ‘Interest’, furthering ‘Desire’, and ultimately pushing the lead to initiate an Action, is perhaps why these platforms have been such a hit when it comes to lead generation.