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TRANSCRIPT
Lead Development Survey – Steve Peterson
NOV 2015
STEVE PETERSON WHERE DO YOUR LEADS COME FROM? 1
How competitive is your target market?
Extremely
Very
Moderate
Slightly
Not at all
STEVE PETERSON WHERE DO YOUR LEADS COME FROM? 2
STEVE PETERSON WHERE DO YOUR LEADS COME FROM? 3
Do you have a Lead Development Strategy?Yes
No
Sort of
STEVE PETERSON WHERE DO YOUR LEADS COME FROM? 4
“I will know it when
I see it”
STEVE PETERSON WHERE DO YOUR LEADS COME FROM? 5
What Non-Internet Sources do you use?
USA Postal TV, Print & Radio Events i.e. Meetup
Purchase Leads Conferences Sponsor Local Activities
Partner Programs In-bound calls Press Release
Outbound calling Referrals Public Speaking
Expert Commentary
STEVE PETERSON WHERE DO YOUR LEADS COME FROM? 6
Which of these Which of these Which of these Which of these nonnonnonnon----Internet Internet Internet Internet Sources do you use?Sources do you use?Sources do you use?Sources do you use?
1 1
5
1
6
1
7 7
2
7
5
2
4
0
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2
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6
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ResponsesResponsesResponsesResponses
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Preferred Internet Sources
SEO Landing Pages
Referral Sites LinkedIn
Twitter Facebook
E-Mail Marketing Blog
On-line Ads Google Search
Webinars Pinterest
Articles
STEVE PETERSON WHERE DO YOUR LEADS COME FROM? 8
Preferred Internet Choices for Leads
Landing Page 1
Referral Sites 2
LinkedIn 3
SEO 4
Twitter 5
Facebook 6
eMail marketing 7
Blogs 8
Online Ads 9
Paid Google Search 10
Webinars 11
Pinterest 12
Articles 13
Ranking
STEVE PETERSON WHERE DO YOUR LEADS COME FROM? 9
BenchmarksB2B Lead Sources
SEO 14%
Social Media 14%
Outbound E-Mail 8%
Trade Shows 8%
Paid Search 6%
TV, Radio, Print 3%
STEVE PETERSON WHERE DO YOUR LEADS COME FROM? 10
ObservationsPassive Lead Development Practices
◦ Referrals
◦ Partner Programs
◦ Conferences
◦ Inbound phone calls
Not Leveraging Expertise (Low on List)
◦ Articles
◦ Blogs
◦ Press Releases
◦ E-Mail Marketing
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7 Strategies to Generate Better Accounting LeadsLee Frederiksen
First, accounting is a service that every business needs, so there is a lot of competition. And since many of the same accounting principles and skills apply across industries, many firms are competing for every company out there.
Second, there are compliance requirements that force businesses to use certain services (audit and taxes, for starters), so there is a sense that if I must do it, at least I should try to minimize costs.
The result is as inevitable as death. Accounting services become commodities. It’s difficult to differentiate between firms, and fee pressure becomes intense.
- See more at: http://www.hingemarketing.com/blog/story/7_strategies_to_generate_better_accounting_leads#sthash.mXWp1ycr.dpuf
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1. Become a specialist1. http://accountantvip.voicestorm.com/Article/External/44286b14-3005-48dd-9931-aeb64b660c14
2. Become a Visible Expert℠ in your field
3. Do a major study on an important topic
4. Publish very useful content
5. Get serious about social media1. about 60% of your accounting services buyers are checking you out on social media before purchasing
6. Invest in search engine optimization (SEO)1. PPH cost approx. $100
7. Put them all together
◦ Well-targeted, clearly differentiated, obviously more value… sounds like a formula for better accounting leads.
7 Strategies to Generate Better Accounting LeadsLee Frederiksen
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Strategies“Traction” by Gabriel Weinberg
Targeting Blogs Publicity Unconventional PR
Search Engine Marketing Social and Display Ads Offline Ads
SEO Content Marketing Email Marketing
Engineering as Marketing Vital Marketing Business Development
Sales Affiliate Programs Trade Shows
Offline Events Speaking Engagements Community Building
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Targeting Blogs* Search for blogs like “top blogs for x”
* Use Followerwonk and Klout to determine Top Twitter Accounts
* Social Mention – most frequent mentions of your keywords
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PublicityGo to “Help a Reporter Out” (HARO)
Use Twitter to research reporters
Submit stories to link sharing sites such as reddit, Hacker News
Look for new business filings in your area and deliver cupcakes in person
Mother’s Day Giveaway – asked customers to tell them why they loved their mothers more than their company. Company selected a few of the Moms and sent flowers and chocolates
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Search Engine Marketing1. Paid search for keyword searches in your area
2. Google’s keyword planner to discover top keywords
3. Use long tail keywords
4. Make sure your website uses all the keywords
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Display AdsLinkedIn – 250 million business professionals
Twitter – 250 million users
Facebook – 1 Billion Active Users – buy ads based user’s interest or location
Direct Mail - $100 for 1,000 names – sort by title, type of business and location
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Content MarketingBlog
Case Study
Guest writer for Accounting News, Sleeter, etc
◦ Barbara from Shark tank
E-Book
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6 Ways to Market your Business on $1001. Identify your target market and messages that hone in on specific buyers
2. Look at competitors and what they are doing
3. Turn up the emails - $50/mth
4. Ensure a speedy response – first 5 minutes are critical for new prospect engagement
5. Invest some $ in sponsored posts on Facebook or LinkedIn
6. Share your contacts with other business owners that can cross promote
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Ideas for Content
STEVE PETERSON WHERE DO YOUR LEADS COME FROM? 21
80% of the content you share should be someone else's.