Slides from a short (1 hour) overview of core requirements for a professional firm blog that would be effective at lead generation. It's easy to create a blog that just sits there, but how do you go about creating a blog that creates real results and positions you as a go-to expert? Michelle teaches how...

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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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
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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)