Blogging for Lead Generation

Blogging as a Lead Generation Tool March 24, 2010

Business Week (2005).   . . . blogs are turning [the world of mass media] on its head.   . . . the cost of publishing has fallen practically to zero. . . . [Anyone] can become a blog publisher . . .   Sure, most blogs are painfully primitive. That's not the point. They represent power. Look at it this way: In the age of mass media, publications like ours print the news.   Sources try to get quoted, but the decision is ours. Ditto with letters to the editor. Now instead of just speaking through us, they can blog.   And if they master the ins and outs of this new art—like how to get other bloggers to link to them—they reach a huge audience. http://www.businessweek.com/bwdaily/dnflash/content/feb2008/db20080219_908252.htm © 2010 Golden Practices Inc 3

Social media rules.   Content that’s considerate   Relevant = considerate   Brief, scanable = considerate   Conversational, friendly = Humanizes   Presence, participation = Committed   Authentic, truthful = Trustworthy © 2010 Golden Practices Inc 4

PURPOSE

Purpose 1.  Industry / Niche Positioning   Prospects, Referral Sources, Peers, Media 2.  Alternate Communications Channel   General: Clients, Prospects, Media 3.  Recruiting   Laterals, Students © 2010 Golden Practices Inc 6

Positioning for growth. 1.  Credibility + visibility = key 2.  Evidence as a key player and readily available (W.O.M.) 3.  Awareness among unknown RSs 4.  Reach desired clients 5.  Get face-to-face meetings with top prospects 7

Real firm.   Served handful of big niche clients   Relatively unknown to the others   Become recognized nationally for niche expertise & integrity   Get face-to-face meetings with Top 25   Land 3 within 5 years © 2010 Golden Practices Inc 8

Publishing for credibility. Familiar New   Articles, Newsletters,   ALL (to left) in their Quotes on-line communities   Peer pubs & Trade pubs   Leveraging (left) in your   Talk radio, TV, feature on-line presence columns, other   Self-publish blogs   Media coverage   Results in more of left!!   External recognition (honors)   Free advice 9

Key Ingredients   Passionate practitioners   Readers   Act on major topics quickly   Willing to engage promptly   Promotes others often   Consistency (frequency varies) © 2010 Golden Practices Inc 11

CONTENT

Basic Model for all Messaging Target Personas and their COIs Specific Skills, Triggers/ Services & Situational Needs Expertise Consider both in messaging Target Personas & COIs © 2010 Golden Practices Inc 17

Why position specialties? 1.  Stand apart (w/interesting messaging): more appealing + easier to find + compelling to buy from = higher close rate 2.  Develop ‘GO-TO’ status: step to front of line for quality referrals & publicity opportunities 3.  People pay more for specialists 4.  Attract recruits to a solid clientele 5.  Create a more valuable practice © 2010 Golden Practices Inc 20

SUPPORTING BLOGGERS

Blog fodder.

What Works? Searched Terms Act on Interpreted Referrer Data

Hierarchical structure. Secondary Keyword/ Phrase Top Level (H1 or H2) Tags Bingo Category Content Post Title Category Content Blog Title Category Content Post Title Category Content © 2010 Golden Practices Inc 24

accountingbloglist.com 29

Review   Expect lead results only when engaged   Grassroots marketing = “build relationships”   Be a reliable source   Must pick the right bloggers!   People do more business-people they know, like & trust   Content strategies keep it alive! © 2010 Golden Practices Inc 30

Thank you. michelle@goldenpractices.com goldenpracticesinc.com goldenpractices.com (blog) @michellegolden (twitter)

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Blogging for Lead Generation

by Michelle Golden on Mar 24, 2010

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Blogging for Lead Generation — Presentation Transcript