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

1. Blogging 101:
The Practical Matters
July 12, 2010

2. image: abbeychristine (flickr)

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

5. 1. 2. 3.
© 2010 Golden Practices Inc 5

6. Image: lydiaboote (flickr)

7. 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

8. © 2010 Golden Practices Inc 8

9. ENGAGED
LEADS
PRESENT
PASSIVE
INVOLVEMENT

10. 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

11. 4.

12. 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

13. 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

14. Content.
Prevention
© 2010 Golden Practices Inc 14

15. What Works?
Searched
Terms
Act on
Interpreted
Referrer Data

16. 6.

17. Introducing
MissionAccountable.com a blog for tax-exempt organizations serving
Ft. Worth and surrounding communities.

18. Dev.

19. 0

20. 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)

21. 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

22. Support.
Blog fodder.

23. 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

24. 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

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

26. 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

27. 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
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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