Professional services need lead generation too. But if you’re not too sure where to start, we’ve got some pointers for you. Read on to learn about the best ways to create leads and how to use intent data to manage leads and win customers.

Why is lead generation important for professional services firms?

Like every industry, professional services firms need a steady flow of new clients to keep the lights on. If they don’t consistently attract more potential customers, business dries up and growth becomes impossible.

When done right, lead generation campaigns:

Increase conversion rates
Contribute to revenue growth
Build lasting relationships with new customers
Give you a competitive edge
Provide insight into customer behaviors
Fill up your funnel with the right customers.

But it’s your content that’ll pave the way for a successful lead generation campaign. The right content will engage and educate your potential customers. And in the right format, your content will give you rich first-party data that’ll help you understand them, nurture them and win them over.

The best way to generate leads for professional services

Lead magnets

Going back to your expertise, one of the most successful lead generation tactics for professional services is to create lead magnets. These are pieces of content that you promote widely to your audience that will interest, educate and provide them with value. Many marketers include lead generation forms in their lead magnets to capture information.

How to make a lead magnet

Get our step-by-step guide to making the best B2B lead magnets

Access the guide

You need to think about:

Format

Pick a format that enables you to track and analyze leads and their behaviors. It’s this sort of data that’ll help you nurture the relationship through the lead magnet funnel.

If you’re going down the long-form content route, have you thought about how limiting a PDF would be in getting insights into your downloaders? Or how you’ll keep it interesting? An interactive content creation platform produces pieces that capture and convert readers’ attention.

Measuring impact

What analytics can you get from each of these content types? And will they help you hone in on the right customers to move them through your funnel? You’ll need data to make sure your content is working hard to help you hit those lead generation KPIs.

SEO and website

To optimize your website and nail your SEO strategy, you need to know what your customers want. What are their interests? Pain points? Problems that need solving? Keyword research might feel like a mammoth task, but you’ll reap the rewards later on with more of the right visitors to your website.

Learn what keywords and phrases your customers search for, then build them into your website, blog, and lead generation content.

You need to think about:

SEO’s not just for websites

It’s for your content too. If you can access and index your content by search engines, then you need to make sure your content targets those keywords to get your content ranking.

Keeping on top of trending keywords

Keep your website, blogs and content up to date with relevant keywords. That’s not to say you should go stuffing them into every sentence, but make sure your copy is easy to update.

Landing pages

Your targeted advertising needs to lead somewhere. So whether that’s PPC advertising or social media, when a customer clicks through, a landing page is a great place to lead to. Landing pages can be several things – the home of your lead magnet, data capture, or a resource hub. And where customers go to understand your value proposition and what you’ve got to offer through smart copy.

You need to think about:

Your buyer journeys

Where have they come from? Where do you want them to go next? And what information do you need from them? Registrations, sign-ups or requests will give you the info you need to start conversations and build relationships.

How you’ll keep their attention

What carrot are you dangling in front of them? This is where your lead magnet will sit, often behind an enticing CTA. So craft copy that’ll keep them on the page whilst they learn about what you’ve got to offer and how you’ll help them.

Omnichannel approaches

Sometimes you need to throw the kitchen sink at lead generation. In a strategic, thought-out way of course. Your customers have different behaviors and will interact with you in different ways so understanding the channels that work for your business is key. Omnichannel marketing is key to streamlining potential customers’ content journeys.

Some channels to consider

PPC advertising
Social media advertising
Email marketing
Direct mail
Referral marketing
Events or conferences

You need to think about:

How omnichannel works with lead magnets and landing pages

If you’ve got your buyer journeys planned right, your omnichannel strategy will direct leads to the perfect landing page or lead magnet for every stage.

Personalization across channels

Increase the chances of bagging leads with omnichannel personalization. Use their name in an email, DM them relevant content, and follow up with tailored sales outreach that shows you understand their needs and problems.

How intent data helps lead management and shortens cycles

Now you’ve got some ideas to generate leads, you need to know how to get insights on them and use that to your advantage. It’s easier than it sounds. Content marketing for professional services with Turtl allows marketers to create data-led lead gen content that makes prioritizing, nurturing, and managing leads a breeze.

Right content, right data

Lead magnets, SEO, landing pages and omnichannel interactions all give you valuable intent data to get stuck into once leads start to interact.
Your content needs to feed you that data. And format is key.

That’s where Turtl content creation software and Analytics dashboard give you a helping hand. Our guide, Turtl for professional services, gives you the lowdown on your content possibilities.

Judging buyer intent and influencing B2B decisions

Catch our webinar to learn how to transform intent into action

Watch it

How Turtl Docs work as lead magnets

With the right content creation tool, your lead magnets will drive higher engagement and get you better intent data and conversions. Whatever content type you create, Turtl Docs are scientifically proven to be the more engaging way to host information and hook readers’ attention.

Turtl for SEO

Turtl Docs can be indexed by search engines, so they’ll pick up keywords that you include in your content, not just your webpages. And with real-time changes, you can keep your content fresh and keep on top of changing patterns in customers’ online behaviors.

Turtl for landing pages

They’ll fit right in on your landing pages too.Embed them on the page and gate them using forms that link to your CRM, so you can sit back whilst your landing page reels in the quality data you need to turn leads into customers.

How Turtl Docs use automation and personalization for omnichannel lead gen

Right time, right message, right channel. Personalization creates leads and nurtures relationships. Personalize Turtl Docs with dynamic content such as polls, images, videos and charts. And automate distribution by connecting Turtl with API integrations or your CRM across channels.

Turtl Analytics to build lasting customer relationships

Preach! You don’t need a numbers brain to dissect the granular yet easily understandable Turtl Analytics available. In our Turtl dashboard, you can learn:

How many people opened your content
If they stayed on the page or bounced straight off
How many of them went deep into the content
What the average read time was
What part of the content they engaged with most
What content changes you could make
Who filled out your lead capture form.

Turtl Analytics dashboard

How this intent data helps you manage leads

You can prioritize, segment, tag, and score your leads based on their intent level and how much they’ve engaged with your content.
Your sales team gets better quality leads to work with.
You can tailor future conversations and content funnels with the engagement data.
You’ll streamline your production process and automate parts of your buyer journeys.
You’ll save precious time and move leads through your journeys more quickly.

What’s not to love about that? Better lead management brings about better conversion rates. With the right tool, it’s easy to prioritize, nurture, and close potential customers. At Turtl, we help you do exactly that.

If you’re interested in learning how Turtl can help your professional services firm use content to land more business, book a demo below.