Please complete the form below and we’ll send you a sample toolkit.
*Thank you for the interest. Kindly note, we will forward the material request and follow up with you directly for the purpose of a one-to-one review between you and our team lead. You will NOT be contacted if your details are not complete or industry specific. We will NOT provide your contact details to others, we will NOT put you in an email list, or SPAM you.
Most strategists recommend developing multiple lead channels in order to generate organic growth, but doing each one right could easily demand far more time than you have to spare.
Video production, for example, can become a reliable lead pipeline only after a sustained period of consistent output. So how do you commit to even one of these growth channels, let alone several? Here are a few ways to use your time efficiently.
By formalizing a process for the lead channel itself, as well as for managing the prospects you gain from it, you can generate and manage leads more efficiently.
Develop a schedule for generating social media content or hosting community events, for example, in order to ensure a more consistent output and identify ways to delegate or automate steps. The objective is to minimize the heavy-lifting that you have to do with each lead, while leaving room for personal communication, so they don’t feel like they’re being moved through a system. As you build out these processes, outsource the work that others do better and that takes you away from the work that only you can do.
So much of lead management is “dripping.” Some say at least 10 points of contact are needed before a prospect decides to become a client, or even just decides to meet with you. So if you have multiple lead channels, how many emails, calls or pieces of collateral does that add up to?
As part of your repeatable process, consider establishing communications not for individual channels or prospects, but for specific points in the trust-building process—for example, a high-level first touch, an effective follow-up, a deep-dive service profile, and pre- and post-meeting summaries. If you have a content generation process, such as a blog or youtube channel deployed through an EMS, add leads to the subscription list so that your content can do double-duty, helping to generate new leads while dripping on existing ones.
When communications aren’t exactly repeatable, they should be customizable. Build a series of email templates that can be drawn from and tweaked for each prospect or passed to other members of your team, and leverage online collateral, which can be more easily augmented to suit leads from different channels—like a digital brochure with doctor, family and business owner versions.
One of the most inefficient aspects of pursuing organic growth is the time spent on unqualified leads, using valuable resources only to learn that the individual’s goals, needs or assets are not aligned with your service.
While it’s difficult to avoid these scenarios entirely, many of them can be bypassed with an outward-facing brand that effectively conveys the type of clients you serve. Use the content (both text and imagery) to present your clientele and firm culture, and let the quality and professionalism speak for itself. Collateral that looks and feels high-end typically leads to fewer unqualified leads and greater engagement with those who are qualified. And when this standard is established across all prospecting touch points, it can serve as a filter that frees up more of your time.