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Demonstrating Expertise to Generate Leads in the Digital Age
Marketing for Professional Services Firms
Brad Farris: Who is He?
In the good old days, generating leads was easy.
Do good work, get lots of referrals
What happened?
There’s only one way to generate leads.
If a prospect sees that you
understand their problem
they will believe that you can fix it.
The Resistance: Skepticism
The Antidote: Give Good Stuff Away
A2L Consulting
Dad to 5yo triplet girls. Litigation support pro. DC native. Reinventing local history museums on the side.
@kpez A2.LC/kenlopez
KEN LOPEZ Internet Marketing is dumb!
They’re not my customers
Social is a waste of time...
Ken Lopez
Monthly Visits to A2LC.com
Feb 2011 July 2013
800 visits
17,000 visits
Out of frustration, he gave it a try.
Sales process changed
The Process
Create interesting and valuable content
Get it in front of your target audience
Make compelling offers to capture leads
Qualify and close Sales
Your Website = Home Base
Social Media = Embassies
Activities here drive traffic back to your website’s content and offers
Targeted Communities = Outposts
Communities rich with your target customers are perfect places to publish your content
Where are the Embassies and Outposts for my industry?
Ask your prospects and customers...
What makes great content?
CLIENT
?
Demonstrate Expertise Online
CLIENT
? CRAPPY 1ST DRAFT
Demonstrate Expertise Online
CLIENT
? CRAPPY 1ST DRAFT
BLOG POST
Demonstrate Expertise Online
CLIENT
? CRAPPY 1ST DRAFT
INDUSTRY GROUPS
BLOG POST
Demonstrate Expertise Online
CLIENT
? CRAPPY 1ST DRAFT
INDUSTRY GROUPS
BLOG POST
Demonstrate Expertise Online
CLIENT
? CRAPPY 1ST DRAFT
INDUSTRY GROUPS
BLOG POST
Demonstrate Expertise Online
CLIENT
? CRAPPY 1ST DRAFT
INDUSTRY GROUPS
BLOG POST
BACKLINK
Demonstrate Expertise Online
CLIENT
? CRAPPY 1ST DRAFT
INDUSTRY GROUPS
BLOG POST
BACKLINK
Demonstrate Expertise Online
Repeat 10-20x
10-20 BLOGS
Demonstrate Expertise Online
10-20 BLOGS EBOOK
Demonstrate Expertise Online
10-20 BLOGS EBOOK
LANDING PAGE
Demonstrate Expertise Online
10-20 BLOGS EBOOK
LANDING PAGE
LEADS
Demonstrate Expertise Online
10-20 BLOGS EBOOK
LANDING PAGE
LEADS
BACKLINKS
Demonstrate Expertise Online
10-20 BLOGS EBOOK
LANDING PAGE
LEADS
SLIDESHARE
BACKLINKS
Demonstrate Expertise Online
PRESENTATION
10-20 BLOGS EBOOK
LANDING PAGE
LEADS
SLIDESHARE
BACKLINKS
Demonstrate Expertise Online
PRESENTATION
10-20 BLOGS EBOOK
LANDING PAGE
LEADS
VIDEO SLIDESHARE
BACKLINKS
Demonstrate Expertise Online
PRESENTATION
10-20 BLOGS EBOOK
LANDING PAGE
LEADS
VIDEO SLIDESHARE
BACKLINKS
Demonstrate Expertise Online
PRESENTATION
10-20 BLOGS EBOOK
LANDING PAGE
LEADS
INDUSTRY GROUPS
VIDEO SLIDESHARE
BACKLINKS
Demonstrate Expertise Online
PRESENTATION
10-20 BLOGS EBOOK
LANDING PAGE
LEADS
INDUSTRY GROUPS
BLOG POST
VIDEO SLIDESHARE
BACKLINKS
Demonstrate Expertise Online
When you give, Ask!
When they give, follow up
Thank You Page
Thank You Email
Additional (related) content
Call
This takes a lot of time...
Where should I invest?
Content Creation
Your Ideas
Your voice
You need to write a CRAPPY first draft.
Editing and final drafts
Making things “pretty”
Distribution
Your Job Delegate
The more things change...
...the more they stay the same.
I need more leads. I need more sales. How am I going to get all of this work done?
Get the tools, resources and advice from a community of business owners
who get it.
www.enmast.com
EnMast provides business leaders the ability to find support, tools and resources
to overcome challenges and run their businesses better. Members get access to a
library of white papers, videos, reports, webinars and more so they have all the
tools they need to become better leaders and grow their businesses faster.
EnMast.com is an online community of business owners.
