lead generation, B2B leads, appointment settingEach year, 3 out of 10 consulting companies fail. A lot of factors contribute to the demise of these businesses, and among these is the inability to bring in new clients. If you’re having second thoughts about your ongoing marketing efforts, follow this series of blog posts on proactive prospecting ideas to optimize lead generation for your consulting business. For today, we’ll have prospect education as our topic.

Prospect education is the process of providing useful information to your target segment. Letting your prospects learn before you start to earn brings many benefits. It enables you to build trust, have increased brand awareness, generate more qualified B2C or B2B leads, and attain improved customer relations. Thus, it’s really a win-win situation for your lead generation campaign.

Quality content is the essence of prospect education. Here, the term “content” goes beyond text or written material and includes multimedia formats as well. If you’re not exactly sure what to offer to your prospects or customers as quality content, try to find out what kind of useful information you can provide based on your expertise or the services that you offer to your B2B leads.

Among the most effective ways to deliver targeted quality content is through email newsletters. You can send your prospects some bits of relevant practical advice/insights, useful publications like Industry reports, case studies, research reports, white papers, instructional videos, etc. To be seamlessly integrated in your lead generation campaign, prospect education should also be part of your website, ads, telemarketing, direct mail and other marketing channels you use.

Consulting companies face quite a tough marketing environment out there, leaving many of them struggling or barely staying afloat. Prospect education is one of the ways to improve your chances in the lead generation and appointment setting battlefield of today. Letting your prospects or customers learn allows you to bring in more business and maintain relationships, but it’s not the only thing you need to focus on. Stay tuned for more proactive prospecting tips to boost your consulting firm’s marketing potentials.