Demonstrating Expertise to
Generate Leads in the Digital Age
Marketing for Professional Services Firms
Brad Farris: Who is He?
In the good old days, generating
leads was easy.
Do good work, get lots of referrals
What happened?
There’s only one way to generate
leads.
If a prospect sees that you
understand their problem
they will believe that you can fix it.
The Resistance: Skepticism
The Antidote: Give Good Stuff Away
A2L Consulting
KEN

LOPEZ

Internet Marketing is dumb!

@kpez
A2.LC/kenlopez
Dad to 5yo triplet girls.
They’re not my cust...
Out of frustration, he gave it a try.
Monthly Visits to A2LC.com
17,000 visits
800 visits

Feb 2011

July 2013
Sales process changed
The Process
Create interesting and valuable content
Get it in front of your target audience
Make compelling offers to capt...
Your Website = Home Base
Social Media = Embassies

Activities here drive traffic back to your website’s
content and offers
Targeted Communities = Outposts

Communities rich with your target customers are perfect places to
publish your content
Where are the Embassies and
Outposts for my industry?

Ask your prospects and customers...
What makes great content?
Demonstrate Expertise Online

CLIENT

?
Demonstrate Expertise Online

CLIENT

?

CRAPPY
1ST DRAFT
Demonstrate Expertise Online

BLOG POST

CLIENT

?

CRAPPY
1ST DRAFT
Demonstrate Expertise Online

BLOG POST

CLIENT

?

CRAPPY
1ST DRAFT

INDUSTRY
GROUPS
Demonstrate Expertise Online

BLOG POST

CLIENT

?

CRAPPY
1ST DRAFT

INDUSTRY
GROUPS
Demonstrate Expertise Online

BLOG POST

CLIENT

?

INDUSTRY
GROUPS

CRAPPY
1ST DRAFT

GOOGLE
Demonstrate Expertise Online
BACKLINK

BLOG POST

CLIENT

?

INDUSTRY
GROUPS

CRAPPY
1ST DRAFT

GOOGLE
Demonstrate Expertise Online
BACKLINK

BLOG POST

CLIENT

?

Repeat
10-20x

CRAPPY
1ST DRAFT

GOOGLE

INDUSTRY
GROUPS
Demonstrate Expertise Online

10-20 BLOGS
Demonstrate Expertise Online

10-20 BLOGS

EBOOK
Demonstrate Expertise Online

LANDING PAGE
10-20 BLOGS

EBOOK
Demonstrate Expertise Online

LANDING PAGE
10-20 BLOGS

EBOOK

LEADS
Demonstrate Expertise Online
BACKLINKS

LANDING PAGE
10-20 BLOGS

EBOOK

LEADS

GOOGLE
Demonstrate Expertise Online
BACKLINKS

SLIDESHARE

LANDING PAGE
10-20 BLOGS

EBOOK

LEADS

GOOGLE
Demonstrate Expertise Online
PRESENTATION

BACKLINKS

SLIDESHARE

LANDING PAGE
10-20 BLOGS

EBOOK

LEADS

GOOGLE
Demonstrate Expertise Online
BACKLINKS

VIDEO

PRESENTATION

SLIDESHARE

LANDING PAGE
10-20 BLOGS

EBOOK

LEADS

GOOGLE
Demonstrate Expertise Online
BACKLINKS

VIDEO

PRESENTATION

SLIDESHARE

LANDING PAGE
10-20 BLOGS

EBOOK

LEADS

GOOGLE
Demonstrate Expertise Online
BACKLINKS

VIDEO

PRESENTATION

SLIDESHARE

LANDING PAGE
10-20 BLOGS

EBOOK

LEADS

GOOGLE

I...
Demonstrate Expertise Online
BACKLINKS

VIDEO

PRESENTATION

SLIDESHARE

LANDING PAGE
10-20 BLOGS

EBOOK

LEADS

BLOG POST...
When you give, Ask!
When they give, follow up
Thank You Page
Thank You Email
Additional (related) content
Call
This takes a lot of time...

Where should I invest?
Content Creation
Your Job
Your Ideas
Your voice
You need to write a CRAPPY
first draft.

Delegate

Editing and final drafts
...
The more things change...
...the more they stay the same.
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
fro...
EnMast.com is an online community
of business owners.
EnMast provides business leaders the
ability to find support, tools a...
Marketing for Professional Service Firms: How to Demonstrate Expertise to Generate Leads in the Digital Age
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.

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

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

  1. 1. Demonstrating Expertise to Generate Leads in the Digital Age Marketing for Professional Services Firms
  2. 2. Brad Farris: Who is He?
  3. 3. In the good old days, generating leads was easy.
  4. 4. Do good work, get lots of referrals
  5. 5. What happened?
  6. 6. There’s only one way to generate leads.
  7. 7. If a prospect sees that you understand their problem they will believe that you can fix it.
  8. 8. The Resistance: Skepticism
  9. 9. The Antidote: Give Good Stuff Away
  10. 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. 11. Out of frustration, he gave it a try. Monthly Visits to A2LC.com 17,000 visits 800 visits Feb 2011 July 2013
  12. 12. Sales process changed
  13. 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. 14. Your Website = Home Base
  15. 15. Social Media = Embassies Activities here drive traffic back to your website’s content and offers
  16. 16. Targeted Communities = Outposts Communities rich with your target customers are perfect places to publish your content
  17. 17. Where are the Embassies and Outposts for my industry? Ask your prospects and customers...
  18. 18. What makes great content?
  19. 19. Demonstrate Expertise Online CLIENT ?
  20. 20. Demonstrate Expertise Online CLIENT ? CRAPPY 1ST DRAFT
  21. 21. Demonstrate Expertise Online BLOG POST CLIENT ? CRAPPY 1ST DRAFT
  22. 22. Demonstrate Expertise Online BLOG POST CLIENT ? CRAPPY 1ST DRAFT INDUSTRY GROUPS
  23. 23. Demonstrate Expertise Online BLOG POST CLIENT ? CRAPPY 1ST DRAFT INDUSTRY GROUPS
  24. 24. Demonstrate Expertise Online BLOG POST CLIENT ? INDUSTRY GROUPS CRAPPY 1ST DRAFT GOOGLE
  25. 25. Demonstrate Expertise Online BACKLINK BLOG POST CLIENT ? INDUSTRY GROUPS CRAPPY 1ST DRAFT GOOGLE
  26. 26. Demonstrate Expertise Online BACKLINK BLOG POST CLIENT ? Repeat 10-20x CRAPPY 1ST DRAFT GOOGLE INDUSTRY GROUPS
  27. 27. Demonstrate Expertise Online 10-20 BLOGS
  28. 28. Demonstrate Expertise Online 10-20 BLOGS EBOOK
  29. 29. Demonstrate Expertise Online LANDING PAGE 10-20 BLOGS EBOOK
  30. 30. Demonstrate Expertise Online LANDING PAGE 10-20 BLOGS EBOOK LEADS
  31. 31. Demonstrate Expertise Online BACKLINKS LANDING PAGE 10-20 BLOGS EBOOK LEADS GOOGLE
  32. 32. Demonstrate Expertise Online BACKLINKS SLIDESHARE LANDING PAGE 10-20 BLOGS EBOOK LEADS GOOGLE
  33. 33. Demonstrate Expertise Online PRESENTATION BACKLINKS SLIDESHARE LANDING PAGE 10-20 BLOGS EBOOK LEADS GOOGLE
  34. 34. Demonstrate Expertise Online BACKLINKS VIDEO PRESENTATION SLIDESHARE LANDING PAGE 10-20 BLOGS EBOOK LEADS GOOGLE
  35. 35. Demonstrate Expertise Online BACKLINKS VIDEO PRESENTATION SLIDESHARE LANDING PAGE 10-20 BLOGS EBOOK LEADS GOOGLE
  36. 36. Demonstrate Expertise Online BACKLINKS VIDEO PRESENTATION SLIDESHARE LANDING PAGE 10-20 BLOGS EBOOK LEADS GOOGLE INDUSTRY GROUPS
  37. 37. Demonstrate Expertise Online BACKLINKS VIDEO PRESENTATION SLIDESHARE LANDING PAGE 10-20 BLOGS EBOOK LEADS BLOG POST GOOGLE INDUSTRY GROUPS
  38. 38. When you give, Ask!
  39. 39. When they give, follow up Thank You Page Thank You Email Additional (related) content Call
  40. 40. This takes a lot of time... Where should I invest?
  41. 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. 42. The more things change...
  43. 43. ...the more they stay the same.
  44. 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. 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.
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