Rachel -talk about what we’re going to share with them today/objectives? How Content Marketing Works as a Strategy for Firms that desire higher visibility and lead generation from target audiences
Chris Content marketing before there was content marketing…visit his website at Junta42.com
Cite branding stats? Or have we said those too many times? – say them, cite source Rachel – You want their loyalty, but you want to demonstrate your value
Rachel –
It ’s easy to be all about tactics, but if there isn’t strategy and measurement … fooey Chris – they ’re not asking what do I want people to do with this. So powerful to ask before they even create it. What puzzle piece is next. Use law to back up your credible information. Don’t just write about a law change. No one will read this unless you’re talking to other attorneys at a CLE. Boring & useless means you didn ’t pay any attention to their needs Misplaced – you didn ’t identify the audience and get it in front of them Weak – doesn ’t give them any next steps Tell story of accountant who insists on writing about tax law without giving a context…what it MEANS to the audience. Same with attorneys and engineers who want to share information about laws and regulations that are jibberish to their clients. Next new tax law story (and blogs with 12 subscribers)
Christine Create & Manage – Pieces of content Attract & Listen – Choose your content channels Woo & Interact – Converse with your audience Move (to Action) & Measure – See results and adjust
Christine Replace with cool client example – the Bailey Group Tie topics to client pains, similar topics on client blog
Christine The most popular topics they reintroduce through direct mail, public relations and speaking. Up to 14 touches…leads to coffee meetings and lunches.
Rachel Attract & Listen – We see people talking about content marketing on social media channels Create & Manage – We create a webinar Woo & Interact – You get to ask us questions Move (to Action) & Measure – We ’ll give you some offers at the end and use a survey to find out how well we did
Rachel So let’s break these down a little more… Firms are creating content all the time and putting it out there and hoping something sticks. Not much sticks. So much info out there. (Junk content). You can create less content and get better results. (Radical approach)
How to add perspective and your own personal value to existing content. Talk about curation in the “manage” stage. Loyalty Transfer – put that on here!! Tax law…what it means, provide context, who needs to know about it (your target audience). Share a story of how someone leveraged the information successfully. You can get credit for the news you share. How to valuably share great content. Editing and proofing – you need that.
Strategic content marketing – every piece should have an audience in mind, specific message in mind, and a call to action that drives the reader viewer to do something after they see it (can be another resource). What they do with the content ties into lead gen and lead nurture in some way. Tie into reward with business and loyalty from your A Clients
Rachel: add examples – Listening on a social media channel screen shot
Rachel: add examples – Listening on a social media channel screen shot
Break between put out there and the more in-depth things on a site and the events that firms put on. More in-depth. Put content out there and get attention – those are cold marketing. Then someone comes in closer and you Woo them once they ’re interested. More indpeth – subscribe newsletter, case study, webinar
Accountants, Attys, Eng, outline of things you need to know when …..
Chris does Woo and Move LinkedIn Example for this – Groups and the Company Page Freed Maxick as example
Chris does Woo and Move LinkedIn Example for this – Groups and the Company Page Freed Maxick as example
Wooing is emotional, solves their pain, is about what ’s important to them, and starts a conversation. Subtle call to action; listing of similar articles, ask a question to get comments, etc. Clients of clients – I stay with them because they understand me and my industry. You get who they are and what they need.
Chris – here ’s a place for you to add some thoughts
Chris – here ’s a place for you to add some thoughts This web page…great basic information on a service similar to many websites…call to action with specific person to call. It also provides a link to his bio. And it provides links to other client areas right on the page. To maximize this, you can add articles and news related to this client area right on the page for people to read, download or ask a question about. Lead capture form with simple…”Ask Jim a question:”
Rachel - emphasize return on objectives rather than Return on Investment -- number of qualified leads, feedback, % increase in engagement, 30% more followers/influence with their networks
Rachel and Christine: Tracking and measuring shows you where to go next and helps you justify your budget and objectives Bounce rate, time on site, online lead gen, lead follow up, actual clients (how did they hear about you – intake form)
Christine: By looking at these examples, niche leaders can see that each team member is involved and the target audience is invited to act in some way, either by leaving an email address, filling out an evaluation, requesting more information, or engaging with the firm website. In this way, the niche marketing tactics attract and woo the desired prospects, therefore, aligning with the niche plan objectives. Return on objectives… These tactics also support referrals because the content is available (i.e., increased visibility) to anyone who visits the website or engages on social media. The results listed in the sample plan also show several reasons and opportunities for team members to follow up with prospects once they have shown interest and taken action. Team members who are skilled at the one-on-one meetings and rainmaking can be involved at this stage. [This is a made up example.] You want to integrate this, it will be more valuable.
Christine and Rachel Ads - do it with a QR code for mobile devices. Holiday – build warmth and loyalty Social media – woo, woo, woo Tradeshows – share your incredible intelligence (gifts)
Add strategic resources from ourselves. What do we want them to do after this. Website will have webinar – share with friend. Email Kristy for the setup packet with accountability template. Also, can download our article, “Five Steps: Turn Boring Laws Into Leads” Promote next webinar – social media follow us. Put the addresses on with the addresses. Do a hashtag for all our webinars