Classroom-Introduction to Marketing Campaigns

Marketing Campaigns & Sales Aids

Introduction to Marketing Campaigns

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Marketing Campaigns

For factoring consultants, the key to success lies in consistency, and that means always having an active marketing campaign in place. Lead generation is the lifeblood of any factoring business, and without consistent outreach, the flow of new opportunities can quickly dry up. Whether you’re expanding your network online or connecting with local businesses in person, campaigns keep you visible, relevant, and in front of decision-makers who need financing solutions. Simply put, an active marketing campaign ensures you’re continually planting seeds that will grow into long-term client relationships and commissions.

Campaigns don’t need to be complicated or expensive to be effective. For example, you could launch a simple LinkedIn campaign to expand your connection list by 100 new contacts in just 30 days. By reaching out to business owners, CFOs, and key decision-makers daily, you’ll quickly grow a network of potential clients. Alternatively, take a hands-on approach with a door hanger campaign targeting businesses in your local warehouse district. Distributing materials that highlight factoring solutions for cash flow issues can generate immediate interest. No matter the method, the most important rule for success is to keep a lead generation campaign active every single day.

Introduction to Marketing Campaigns

Marketing campaigns are are the organized efforts you take to promote a specific company goal such as raising awareness of your services or capturing (or nurturing leads. They typically aim to reach your targets in a variety of ways and involve a combination of media, including but not limited to telephone marketing, direct mail, email, print advertising, television or radio advertising, pay-per-click, and social media.

While you will always have an eye on the expense required to launch a marketing campaign, you should look at marketing and marketing campaigns as an investment rather than an expense. Unlike many other areas of consulting, the risk vs. reward ratio in your industry is exceptional when it comes to comparing the cost of a given campaign to the residual commissions you earn per new client from the success of the campaign.

Industry consultant polls (all consultant types) show that consultants generally engage in marketing campaigns of some kind WEEKLY. For freelance factoring consultants, you need to be on that same weekly or, better, daily schedule.

Time Spent Marketing (Daily)

33%

Weekly

35%

Monthly

11%

Seldom or Only When Needed

14%

Not at All

6% 6%

Another important question to you as a consulting professional is, how much will you spend on marketing campaigns every year? Polls show that consultants and their businesses are “thrifty” when it comes to marketing expenditures. Direct marketing mail, which is expensive, often does not play a large part. In general, however, fifty percent (50%) of those that invest between $5,000 to $25,000 in marketing tend to be earning $150,000 or more. Thirty percent 30% are earning $300,000 or more annually.

Invest Less Than $1,000 Per Year

40%

$1,000 to $5,000

38%

Over $5,000

20%

It’s all about marketing for all consultants but it can be difficult and that’s why all consultants and certainly freelance factoring consultants focus much of their time spent marketing and creating campaigns that will generate referrals. In the factoring industry, polls of factors and lenders say year after year that a full 50% of new clients are acquired through referral. In the industry in general…

New Clients as a Result of Referral (95%+)

23%

80% - 95%

18%

60% -80%

14%

Roughly 23% of consultants generate 95% or more of their leads and clients from referrals. In fact, around 55% of all leads and clients will come to you from referrals. With such statistics, it’s clear to see just how important generating relationships are and also how important creating an “Agent” referral network becomes.

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