the real challenge in selecting and deploying some of these methods for your practice is the relative roi on your time and cost. without a measurement system in place to track the performance of each of the methods you deploy, you can get disillusioned very fast. some of the key metrics to track are cost per lead, cost per qualified lead, cost per new customer acquisition, ratio of marketing cost to first year\u2019s revenue from each new client, etc.<\/p>\n

even if your firm is relatively smaller, you can still develop basic systems, even in ms-excel, to track how your lead generation methods are performing. the key is to have some kind of a measurement system in place.<\/p>\n

marketing cas to prospects<\/strong><\/p>\n

\u201cqualified leads who are somewhat interested in what you sell\u201d are your \u201cprospects.\u201d once you have prospects who are at different levels of interest in knowing about and buying your services, the next task for you is to keep nurturing such a list of prospects. fortunately, cas marketing is comparatively easier as it is a focused subject, and cas has many advantages\/benefits that you can leverage in your marketing.<\/p>\n

sharing your cas clients\u2019 experiences is one of the best ways to get prospects more interested in your cas offering. as an example, share something like:<\/p>\n

\u201csome of our clients have a similar business volume to yours, and are in similar industries as yours \u2013 and we\u2019re able to deliver them insights (provide a couple of examples) that help them either solve x kinds of problems or leverage y kinds of opportunities. what would be the impact on your business if you can overcome similar challenges, or what is the value you can uncover for your business with similar insights?\u201d<\/p>\n

whatever content you deliver to cas prospects, keep it in the realms of cas scope of work that you define in your engagement letters, i.e., don\u2019t make it an outright sales pitch or too abstract. your cas content based on your cas clients\u2019 experiences will resonate with businesses that can benefit from cas.<\/p>\n

to remind, tell the \u201cwhat,\u201d show the \u201coutcome\u201d but don\u2019t tell the \u201chow.\u201d your marketing content should make the prospect reach out to you to ask, \u201chow do you do that?\u201d<\/p>\n

don\u2019t expect immediate results from this nurturing. but do not be monotonous. break the sequence into a couple of emails that share content, followed by an invitation to attend your webinar or request to book a consultation call with you. share the \u201creview\u201d your cas clients gave you. make and share a case study on the most common business challenges your prospects can have and how you solved those for some of your cas clients.<\/p>\n

use the \u201ccontrast\u201d principle of advertising. it is not enough to show them only the \u201cafter\u201d picture, i.e., the benefits of cas. contrast that with their current outcomes without cas. contrast what is the difference when they have your cas benefits versus when they don\u2019t have those.<\/p>\n","protected":false},"excerpt":{"rendered":"