Blogging for Lead Generation

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Slides from a short (1 hour) overview of core requirements for a professional firm blog that would be effective at lead generation. It's easy to create a blog that just sits there, but how do you go about creating a blog that creates real results and positions you as a go-to expert? Michelle teaches how...

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Blogging for Lead Generation

  1. 1. Blogging as a Lead Generation Tool March 24, 2010
  2. 2. “ Readers need a reason to visit and re-visit . . . and must feel they have learned something ” as a result. Gerry McGovern Author: Content Critical © 2010 Golden Practices Inc 2
  3. 3. 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
  4. 4. 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
  5. 5. PURPOSE
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. Leads
  11. 11. 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
  12. 12. © 2010 Golden Practices Inc 12
  13. 13. © 2010 Golden Practices Inc 13
  14. 14. CONTENT
  15. 15. Content. Prevention © 2010 Golden Practices Inc 15
  16. 16. Basic Model for all Messaging Personas Concerns/ Expertise Needs © 2010 Golden Practices Inc 16
  17. 17. 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
  18. 18. Messaging. MANY   SOME   ONE   18 © 2010 Golden Practices Inc 18
  19. 19. © 2010 Golden Practices Inc 19
  20. 20. 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
  21. 21. SUPPORTING BLOGGERS
  22. 22. Blog fodder.
  23. 23. What Works? Searched Terms Act on Interpreted Referrer Data
  24. 24. 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
  25. 25. 0
  26. 26. accountingbloglist.com 29
  27. 27. 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
  28. 28. Thank you. michelle@goldenpractices.com goldenpracticesinc.com goldenpractices.com (blog) @michellegolden (twitter)

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