Blogging for Lead Generation

Blogging as a Lead Generation Tool

March 24, 2010

“ 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

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

Social media rules.   Content that’s considerate

 Relevant = considerate

  Brief, scanable = considerate

  Conversational, friendly = Humanizes

  Presence, participation = Committed

  Authentic, truthful = Trustworthy

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PURPOSE

Purpose

1.  Industry / Niche Positioning   Prospects, Referral Sources, Peers, Media

2.  Alternate Communications Channel  General: Clients, Prospects, Media

3.  Recruiting   Laterals, Students

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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

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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

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Publishing for credibility.

Familiar   Articles, Newsletters,

Quotes   Peer pubs & Trade pubs

  Talk radio, TV, feature columns, other

  Media coverage   External recognition

(honors)   Free advice

New   ALL (to left) in their

on-line communities   Leveraging (left) in your

on-line presence   Self-publish blogs

  Results in more of left!!

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Leads

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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CONTENT

Content.

Prevention

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Basic Model for all Messaging

Personas

Expertise Concerns/ Needs

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Target Personas and their COIs

Specific Skills, Services & Expertise

Triggers/ Situational Needs

Consider both in messaging Target Personas & COIs

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Basic Model for all Messaging

Messaging.

MANY   SOME   ONE  

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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

SUPPORTING BLOGGERS

Blog fodder.

What Works?

Act on Interpreted Data

Searched Terms

Referrer

Hierarchical structure.

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Phrase  Bingo  

Keyword/  Tags  

Secondary  (H1  or  H2)  Top  Level  

Blog  Title  

Post  Title  Category   Content  

Category   Content  

Post  Title  Category   Content  

Category   Content  

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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!

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Thank you.

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