Lead Nurturing Basics for Accounting Firms

Your marketing website can be a great resource for attracting new clients. The flexibility of the Internet and its tools gives you everything you need to start new relationships. But what should you be doing with the leads generated by your website? This is where the process of nurturing leads comes in. Lead nurturing means developing relationships with buyers through every stage of the sales process. When you are nurturing leads, you are focusing on listening to the needs of your prospects and providing the information and answers they need to make an informed decision.

Here are some areas to think about when you want to build relationships with your potential clients.

Targeted content

The days of one size fits all email blasts are on their way out. Instead, consider segmenting your market so you can communicate with them on a more personalized manner. Lots of factors go into segmenting a market such as age, gender, and profession. Understanding buyer personas, meeting them where they are, and talking in their language are good ways to make them feel comfortable with you and your business.

If a lot of your work is business-to-business, be sure to focus your communication on the decision maker. Highlighting your capabilities to maximize value and productivity is key to making your content more effective.

Many knowledge-based companies are looking for ways to monetize content on their website, but it’s advantageous to give away free content. Ebooks, whitepapers, and other forms of content can show your leads how knowledgeable you are and establish good will between your company and the market in general.

Be social

Use any platform at your disposal to educate your followers about your offerings. Following movers and shakers in your market and engaging in conversations with them via Twitter, Facebook, and LinkedIn, is a great way to get your foot in the door.

As hot as social media marketing is these days, you should not ignore the importance of email marketing. Millions of people may be on Facebook and Twitter, but many millions more still use email as their primary method of communication on the internet. In fact, 74% of people prefer to receive their marketing communication via email. Also, email has a high return on investment. Some studies put the ROI as high as 4,300%.

Your social media and email marketing strategies should work together. A holistic marketing strategy will make your email marketing act as a hub for all your social media platforms.

Follow up quickly and frequently

You are 21 times more likely to progress into the sales process if you contact a lead 5 minutes, rather than 30 minutes, after you get the lead on your website. Follow-up emails and phone calls have to come quick, so it might be worth investing in an automated response system that will send out emails and tweets when you are not at your desk.

Regardless of your speed, frequency is also a big factor in lead nurturing. The marketing “rule of seven” is a common adage that says a sales lead needs to see, hear, or otherwise be exposed to a sales pitch seven times before they respond. Don’t be afraid to be persistent!

Generating leads is a good start, but the proof is in the results. Lead nurturing can help your firm convert prospects to clients. Start a free trial of CCH Site Builder today.


Jonny Rector

Senior Technology Product Manager

All stories by: Jonny Rector