The document discusses the effectiveness of blogging as a lead generation tool, emphasizing the importance of providing readers with valuable content to encourage their return. It outlines the necessity for credibility and visibility to attract prospects and the significance of engaging content strategies. Additionally, it highlights the potential for blogging to establish one as a recognized authority in their niche while building relationships that lead to business opportunities.

1. Blogging as a
Lead Generation Tool
March 24, 2010

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. 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. 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. PURPOSE

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. 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. 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. 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. Leads

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

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13. © 2010 Golden Practices Inc 13

14. CONTENT

15. Content.
Prevention
© 2010 Golden Practices Inc 15

16. Basic Model for all Messaging
Personas
Concerns/
Expertise
Needs
© 2010 Golden Practices Inc 16

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. Messaging.
MANY
SOME
ONE
18
© 2010 Golden Practices Inc 18

19. © 2010 Golden Practices Inc 19

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. SUPPORTING BLOGGERS

22. Blog fodder.

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

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. 0

26. accountingbloglist.com
29

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