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Lead Development Survey – Steve Peterson

NOV 2015

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How competitive is your target market?

Extremely

Very

Moderate

Slightly

Not at all

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Do you have a Lead Development Strategy?Yes

No

Sort of

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“I will know it when

I see it”

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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

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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

1

2

3

4

5

6

7

8

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

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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

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BenchmarksB2B Lead Sources

SEO 14%

Social Media 14%

Outbound E-Mail 8%

Trade Shows 8%

Paid Search 6%

TV, Radio, Print 3%

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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

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80% of the content you share should be someone else's.