Blogging as a Lead Generation Tool March 24, 2010
Dec 05, 2014
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
4 © 2010 Golden Practices Inc 4
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)
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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
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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.
[email protected] goldenpracticesinc.com goldenpractices.com (blog) @michellegolden (twitter)