2023 is here and with it comes new opportunities for your business to grow. But growth only happens when you’re prepared, so now is a great time to start planning ahead and generating interest in the services you offer. If you want to make sure your business stays ahead of the competition this year, these 7 steps can help guide you along the way and create meaningful relationships with customers: from generating traffic to improving your conversion rates —it all counts! So, let’s get started on building a winning strategy and setting up your business for success in 2023.
The best place to start is by setting a clear roadmap for what you want your business’s growth to look like in 2023. There are likely many goals you’ll likely want to achieve, varying from revenue targets to entering new industries or showcasing new services. Capturing those ambitions in a high-level strategy that considers the clients you need to attract to meet long-term strategic goals, as well as short-term tactical targets, will help you to form a clear plan for the year ahead.
Your messaging needs to clearly reflect the needs of the clients you’re looking to attract, as well as align with your overall business strategy. By reviewing your messaging approach and making sure you’re speaking the right language, you can improve the quality of leads you produce and ensure you’re targeting the right stakeholders.
While you start to revamp your services and the messaging on your website, it’s important to consider your website performance. Page speeds can be a crucial factor in search engine ranking and just a 5-second delay in loading has been found to decrease conversions by 50%. Google’s Lighthouse tool can help you review page speed and identify necessary improvements.
Nurturing leads and opportunities requires the right tools, tracking, and time. Over the year, you’ll generate lots of interest but acquiring new clients means being top of mind at the right time. A CRM (customer relationship management) system will let you capture key insights, spot opportunities, and manage your pipeline. Hubspot is one platform we favor for new businesses with its ability to track the full 360 of a prospect’s engagement, and its usability for both sales and marketing teams.
Writing content that educates your prospects is a great way to demonstrate expertise in the field, as well as start conversations with qualified leads. Think of your website as a Digital Content Hub, in which potential clients submit their email addresses in exchange for whitepapers, case studies, and education. Over time your library of resources will start to nurture leads further through the procurement process and decrease the amount of ‘selling’ you have to do.
Once you’ve started making those connections with prospects, it’s time to start engaging them with email campaigns. Monthly campaigns can be enough to nurture leads, as you announce new services and insights into industry trends. Cultivating opportunities throughout the year will make sure that your business is top of mind when businesses look to procure services.
Paid search campaigns are often overlooked for B2B professional service businesses, but with the ability to reach prospects with high buying intent, it is one of the best ways to increase your revenue. Meanwhile, organic search strategies can be used for longer-term visibility and lead capture. Making sure that you have dedicated resources on both of these channels will not only increase visibility but also help you to build a continuous pipeline of short and long-term leads.