Blogging: The Practical Matters

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Blog basics for CPAs and Attorneys: Marketing Director Support Group (MDSG), Association for Accounting Marketing (AAM), and Legal Marketing Association (LMA)

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Blogging: The Practical Matters

  1. 1. Blogging 101: The Practical Matters July 12, 2010
  2. 2. image: abbeychristine (flickr)
  3. 3. 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 3
  4. 4. 1. 2. 3. © 2010 Golden Practices Inc 5
  5. 5. Image: lydiaboote (flickr)
  6. 6. Key Ingredients   Passionate practitioners   Readers   Act on major topics quickly   Willing to engage promptly   Promotes others often   Consistency (frequency varies) © 2010 Golden Practices Inc 7
  7. 7. © 2010 Golden Practices Inc 8
  8. 8. ENGAGED   LEADS   PRESENT   PASSIVE   INVOLVEMENT  
  9. 9. Social media musts.   Content that’s considerate   Considerate = Relevant   Considerate = Brief & Scanable   Conversational, friendly = Humanizes   Presence, participation = Committed   Authentic, truthful = Trustworthy © 2010 Golden Practices Inc 10
  10. 10. 4.
  11. 11. 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 12
  12. 12. 5. 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 13
  13. 13. Content. Prevention © 2010 Golden Practices Inc 14
  14. 14. What Works? Searched Terms Act on Interpreted Referrer Data
  15. 15. 6.
  16. 16. Introducing MissionAccountable.com a blog for tax-exempt organizations serving Ft. Worth and surrounding communities.
  17. 17. Dev.
  18. 18. 0
  19. 19. SUBMIT BLOG POST Blog Aggregators Services convert to Any webpage (Bloglines, Newsgator, e-mail (Feedblitz or as dynamic content Google Reader, others) Feedburner) (yours or others)
  20. 20. 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 21
  21. 21. Support. Blog fodder.
  22. 22. Review   Expect lead results only when engaged   Grassroots marketing = “build relationships”   Must pick the right bloggers!   Be a consistent, reliable source   Content strategies keep it alive! © 2010 Golden Practices Inc 23
  23. 23. Next Session   Tracking/reviewing metrics for learning   What to seek (objectives)   What to track   How to apply what you find   Evolution of the blogger   Improving visibility   Maximizing the blog effort © 2010 Golden Practices Inc 24
  24. 24. Thank you. michelle@goldenpractices.com goldenpracticesinc.com goldenpractices.com (blog) @michellegolden (twitter)
  25. 25. New Blog Process Prac..oners/Authors   Marke.ng  Dept   Programmers   1.  Locate/iden.fy  passionate  authors   2.  Define  audience  (personas)   3.  What  do  they  read?    Where  are  they  on-­‐line?     ID  info  gaps  we  can  we  fill.   ID  resources  we  can  cite   3.  Assist  as  needed   ID  bloggers  to  interact  with.   3.  Decide  general  topic  ideas     (aka  categories)   4.  Is  there  a  theme?  Brainstorm  blog  name  ideas.   4.  Research  names.     Owned?  Buy  URL.   4.  Consult  w/crea.ve.  Design  concepts.     Technology  needs/constraints.   4.  Decide  pages  (author,  etc)  and  what  (firm  svcs)  to  cross-­‐promote    Set-­‐up/customize  tool   5.  DraC  10+  starter  posts   6.  Strategize  launch  promo.on   Populate  and  test   Train  “bloggers”   Refine   6.  Crea.ve  for  launch  promo.on   Integrate  w/firm  website   GO  LIVE!   5.  Write,  interact,  monitor     6.  Launch  promo.on   and  learn  from  stats   6.  On-­‐going  promo.on   ©  2010  Golden  Prac.ces  Inc  
  26. 26. Anatomy of a Blog Post Manufacturing Today Must-have info for managing a manufacturing company A C About Authors Subscribe by RSS 5 Inventory Pitfalls for Manufacturers or email K I Beware of these common mistakes: 1. Big oops J 2. Don’t do this 3. Watch out for that Categories E 4. Take steps to avoid Audit Readiness 5. Biggest lesson of all Inventory H ISO A great source for more information is our e-book Inventory Advantage for reducing risk Risk Management eposure in ANY economic circumstances. You can also find great info on Manufacturing H Six Sigma & Lean Today’s website. C E G Posted 3/12/10 at 7:03am by Mary Smith in Inventory, Risk Management, Audit Readiness M Manufacturing Blogs D Lean Six Sigma Academy Blog I Permalink Links to blogs that reference this article Trackback URL http://manufacturingtoday.com/trackback/190042 L High-Variety Manuf. Ideas Proudly Made In America Trackbacks (1) L Links to blogs that reference this article The Manufacturer Xerox Manuf. Industry Blog >>Inventory Pitfalls from Ohio CPA Firm... The Manufacturing Today blog has a really good post about best practices for managing inventory...[Read More] Archives B F Comments (1) Read through and enter the discussion with the form at the end > 2010 March Feburary This is helpful because I was doing some of these things! Now I know I shouldn’t. I January hope you’ll talk more about supply chain management in a future post. It’s my big- > 2009 gest challenge. > 2008 ©2010 Golden Practices Inc

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