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Why Accountants Should BlogPresentation Transcript
Why Accountants*Should Blog** * Applies to other industries, as wellBy Scott Priestle ** Applies to other media, as well
Because it’s aneffective, efficient way to reach prospective clients andgenerate revenue
Agenda• Why you should write• What/how you should write• What to do with the content once it’s published
Why You Should Write• Thought leadership = improves your reputation and that of the firm• Inexpensive form of lead generation• Search Engine Optimization = more fresh content improves our chances of showing up in Google search
Why You Should Write: Thought Leadership “The new mantra for today’s partners is: it’s not who you know, but who knows you; and it’s not what you know, but how quickly you share your knowledge, observations and insights.”
Why You Should Write: Lead Generation According to HubSpot’s 2012 “State of Inbound Marketing” report: • Organizations that rely more on inbound marketing than outbound marketing pay 61% less per lead generated • Inbound leads are 5 times more likely to become customers than outbound leads
Why You Should Write:Search Engine Optimization• Search engines give additional weight to fresh content vs. old content • assume fresher = more accurate• The more topics we address on our website, the wider pool of Internet surfers we will attract
Why You Should Write:Search Engine Optimization • Prior to re-launching our blog in July 2010, we averaged around 940 visitors per month to barnesdennig.com • Through the first four months of 2012, we are averaging more than 1,800 visitors per month
Why You Should Write:Search Engine Optimization• 12 opportunities in 2011 via website lead• 5 new clients from website lead• From 2000-10, only 3 clients from website lead * Information taken from business development report
What You Should Write• News • Accounting news, tax news or news from your industry niche • Summarize and add insight when possible• Trends within the industry• Opinion
What You Should Write• Tell. Don’t sell. • The audience is more likely to ignore your content (and future content) if it comes across as “too salesy” or “too pushy.”• Be insightful • Opportunity to show how much you know.• Make it accessible. • Write as if you are talking to an executive with a non-finance background. Be informative but not technical (unless you are writing for a technical publication).
What to do with What You Wrote• LinkedIn = status update + post to groups • HubSpot survey: traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher than both Twitter (.69%) and Facebook (.77%)• Twitter = build your personal brand• E-mail clients, prospects, referrals • Add a personal touch to e-blasts
Need moreguidance?I am always happy tohelp you turn an ideainto an article.Scott Priestlespriestle@barnesdennig.com(513) 241-8313 x1271