Marketing for Professional Service Firms: How to Demonstrate Expertise to Generate Leads in the Digital Age
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Marketing for Professional Service Firms: How to Demonstrate Expertise to Generate Leads in the Digital Age

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As a professional service firm, how do you generate leads online? Brad Farris walks through practice steps of how you can demonstrate your expertise to get leads in the digital age. ...

As a professional service firm, how do you generate leads online? Brad Farris walks through practice steps of how you can demonstrate your expertise to get leads in the digital age.

These slides are from Brad Farris' talk at the Chicago Booth roundtable event October 2013.

EnMast.com is an online business owner community. Get the tools, resources and advice from a community of business owners who want to grow their business. http://www.enmast.com

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  • 1. Demonstrating Expertise to Generate Leads in the Digital Age Marketing for Professional Services Firms
  • 2. Brad Farris: Who is He?
  • 3. In the good old days, generating leads was easy.
  • 4. Do good work, get lots of referrals
  • 5. What happened?
  • 6. There’s only one way to generate leads.
  • 7. If a prospect sees that you understand their problem they will believe that you can fix it.
  • 8. The Resistance: Skepticism
  • 9. The Antidote: Give Good Stuff Away
  • 10. A2L Consulting KEN LOPEZ Internet Marketing is dumb! @kpez A2.LC/kenlopez Dad to 5yo triplet girls. They’re not my customers Litigation support pro. DC native. Reinventing local history museums on the side. Social is a waste of time... Ken Lopez
  • 11. Out of frustration, he gave it a try. Monthly Visits to A2LC.com 17,000 visits 800 visits Feb 2011 July 2013
  • 12. Sales process changed
  • 13. The Process Create interesting and valuable content Get it in front of your target audience Make compelling offers to capture leads Qualify and close Sales
  • 14. Your Website = Home Base
  • 15. Social Media = Embassies Activities here drive traffic back to your website’s content and offers
  • 16. Targeted Communities = Outposts Communities rich with your target customers are perfect places to publish your content
  • 17. Where are the Embassies and Outposts for my industry? Ask your prospects and customers...
  • 18. What makes great content?
  • 19. Demonstrate Expertise Online CLIENT ?
  • 20. Demonstrate Expertise Online CLIENT ? CRAPPY 1ST DRAFT
  • 21. Demonstrate Expertise Online BLOG POST CLIENT ? CRAPPY 1ST DRAFT
  • 22. Demonstrate Expertise Online BLOG POST CLIENT ? CRAPPY 1ST DRAFT INDUSTRY GROUPS
  • 23. Demonstrate Expertise Online BLOG POST CLIENT ? CRAPPY 1ST DRAFT INDUSTRY GROUPS
  • 24. Demonstrate Expertise Online BLOG POST CLIENT ? INDUSTRY GROUPS CRAPPY 1ST DRAFT GOOGLE
  • 25. Demonstrate Expertise Online BACKLINK BLOG POST CLIENT ? INDUSTRY GROUPS CRAPPY 1ST DRAFT GOOGLE
  • 26. Demonstrate Expertise Online BACKLINK BLOG POST CLIENT ? Repeat 10-20x CRAPPY 1ST DRAFT GOOGLE INDUSTRY GROUPS
  • 27. Demonstrate Expertise Online 10-20 BLOGS
  • 28. Demonstrate Expertise Online 10-20 BLOGS EBOOK
  • 29. Demonstrate Expertise Online LANDING PAGE 10-20 BLOGS EBOOK
  • 30. Demonstrate Expertise Online LANDING PAGE 10-20 BLOGS EBOOK LEADS
  • 31. Demonstrate Expertise Online BACKLINKS LANDING PAGE 10-20 BLOGS EBOOK LEADS GOOGLE
  • 32. Demonstrate Expertise Online BACKLINKS SLIDESHARE LANDING PAGE 10-20 BLOGS EBOOK LEADS GOOGLE
  • 33. Demonstrate Expertise Online PRESENTATION BACKLINKS SLIDESHARE LANDING PAGE 10-20 BLOGS EBOOK LEADS GOOGLE
  • 34. Demonstrate Expertise Online BACKLINKS VIDEO PRESENTATION SLIDESHARE LANDING PAGE 10-20 BLOGS EBOOK LEADS GOOGLE
  • 35. Demonstrate Expertise Online BACKLINKS VIDEO PRESENTATION SLIDESHARE LANDING PAGE 10-20 BLOGS EBOOK LEADS GOOGLE
  • 36. Demonstrate Expertise Online BACKLINKS VIDEO PRESENTATION SLIDESHARE LANDING PAGE 10-20 BLOGS EBOOK LEADS GOOGLE INDUSTRY GROUPS
  • 37. Demonstrate Expertise Online BACKLINKS VIDEO PRESENTATION SLIDESHARE LANDING PAGE 10-20 BLOGS EBOOK LEADS BLOG POST GOOGLE INDUSTRY GROUPS
  • 38. When you give, Ask!
  • 39. When they give, follow up Thank You Page Thank You Email Additional (related) content Call
  • 40. This takes a lot of time... Where should I invest?
  • 41. Content Creation Your Job Your Ideas Your voice You need to write a CRAPPY first draft. Delegate Editing and final drafts Making things “pretty” Distribution
  • 42. The more things change...
  • 43. ...the more they stay the same.
  • 44. I need more leads. I need more sales. How am I going to get all of this work done? Get the tools, resources and advice from a community of business owners who get it. www.enmast.com
  • 45. EnMast.com is an online community of business owners. EnMast provides business leaders the ability to find support, tools and resources to overcome challenges and run their businesses better. Members get access to a library of white papers, videos, reports, webinars and more so they have all the tools they need to become better leaders and grow their businesses faster.