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Barnes Dennig lunch-n-learn
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Why Accountants*Should Blog**
* Applies to other industries, as well** Applies to other media, as wellBy Scott Priestle
Because it’s an effective, efficient
way to reach prospective clients and
generate revenue
Agenda
• Why you should write• What/how you should write• What to do with the content once it’s
published
Why You Should Write
• Thought leadership = improves your reputation and that of the firm
• Inexpensive form of lead generation• Search Engine Optimization = more fresh
content improves our chances of showing up in Google search
Why You Should Write:Thought Leadership
“The new mantra for today’s partners is: it’s not who you know, but who knows you; and it’s not what you know, but how quickly you share your knowledge, observations and insights.”
Why You Should Write: Lead Generation
According to HubSpot’s 2012 “State of Inbound Marketing” report:• Organizations that rely more on inbound
marketing than outbound marketing pay 61% less per lead generated
• Inbound leads are 5 times more likely to become customers than outbound leads
Why You Should Write: Search Engine Optimization
• Search engines give additional weight to fresh content vs. old content• assume fresher = more accurate
• The more topics we address on our website, the wider pool of Internet surfers we will attract
Why You Should Write: Search Engine Optimization
• Prior to re-launching our blog in July 2010, we averaged around 940 visitors per month to barnesdennig.com
• Through the first four months of 2012, we are averaging more than 1,800 visitors per month
Why You Should Write: Search Engine Optimization
• 12 opportunities in 2011 via website lead• 5 new clients from website lead• From 2000-10, only 3 clients from website
lead
* Information taken from business development report
What You Should Write
• News• Accounting news, tax news or news from
your industry niche• Summarize and add insight when possible
• Trends within the industry• Opinion
What You Should Write
What You Should Write
• Tell. Don’t sell.• The audience is more likely to ignore your content
(and future content) if it comes across as “too salesy” or “too pushy.”
• Be insightful• Opportunity to show how much you know.
• Make it accessible.• Write as if you are talking to an executive with a non-
finance background. Be informative but not technical (unless you are writing for a technical publication).
What to do withWhat You Wrote
• LinkedIn = status update + post to groups• HubSpot survey: traffic from LinkedIn generated
the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher than both Twitter (.69%) and Facebook (.77%)
• Twitter = build your personal brand• E-mail clients, prospects, referrals
• Add a personal touch to e-blasts
Need more guidance?
I am always happy to help you turn an idea into an article.
Scott Priestlespriestle@barnesdennig.com(513) 241-8313 x1271
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