As a professional service firm, how do you generate leads online? Brad Farris walks through practice steps of how you can demonstrate your expertise to get leads in the digital age. These slides are from Brad Farris' talk at the Chicago Booth roundtable event October 2013. EnMast.com is an online business owner community. Get the tools, resources and advice from a community of business owners who want to grow their business. http://www.enmast.com

1. Demonstrating Expertise to
Generate Leads in the Digital Age
Marketing for Professional Services Firms

2. Brad Farris: Who is He?

3. In the good old days, generating
leads was easy.

4. Do good work, get lots of referrals

5. What happened?

6. There’s only one way to generate
leads.

7. If a prospect sees that you
understand their problem
they will believe that you can fix it.

8. The Resistance: Skepticism

9. The Antidote: Give Good Stuff Away

10. A2L Consulting
KEN
LOPEZ
Internet Marketing is dumb!
@kpez
A2.LC/kenlopez
Dad to 5yo triplet girls.
They’re not my customers
Litigation support pro.
DC native. Reinventing
local history museums
on the side.
Social is a waste of time...
Ken Lopez

11. Out of frustration, he gave it a try.
Monthly Visits to A2LC.com
17,000 visits
800 visits
Feb 2011
July 2013

12. Sales process changed

13. 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

14. Your Website = Home Base

17. Social Media = Embassies
Activities here drive traffic back to your website’s
content and offers

18. Targeted Communities = Outposts
Communities rich with your target customers are perfect places to
publish your content

19. Where are the Embassies and
Outposts for my industry?
Ask your prospects and customers...

20. What makes great content?

21. Demonstrate Expertise Online
CLIENT
?

22. Demonstrate Expertise Online
CLIENT
?
CRAPPY
1ST DRAFT

23. Demonstrate Expertise Online
BLOG POST
CLIENT
?
CRAPPY
1ST DRAFT

24. Demonstrate Expertise Online
BLOG POST
CLIENT
?
CRAPPY
1ST DRAFT
INDUSTRY
GROUPS

25. Demonstrate Expertise Online
BLOG POST
CLIENT
?
CRAPPY
1ST DRAFT
INDUSTRY
GROUPS

26. Demonstrate Expertise Online
BLOG POST
CLIENT
?
INDUSTRY
GROUPS
CRAPPY
1ST DRAFT
GOOGLE

27. Demonstrate Expertise Online
BACKLINK
BLOG POST
CLIENT
?
INDUSTRY
GROUPS
CRAPPY
1ST DRAFT
GOOGLE

28. Demonstrate Expertise Online
BACKLINK
BLOG POST
CLIENT
?
Repeat
10-20x
CRAPPY
1ST DRAFT
GOOGLE
INDUSTRY
GROUPS

29. Demonstrate Expertise Online
10-20 BLOGS

30. Demonstrate Expertise Online
10-20 BLOGS
EBOOK

31. Demonstrate Expertise Online
LANDING PAGE
10-20 BLOGS
EBOOK

32. Demonstrate Expertise Online
LANDING PAGE
10-20 BLOGS
EBOOK
LEADS

33. Demonstrate Expertise Online
BACKLINKS
LANDING PAGE
10-20 BLOGS
EBOOK
LEADS
GOOGLE

34. Demonstrate Expertise Online
BACKLINKS
SLIDESHARE
LANDING PAGE
10-20 BLOGS
EBOOK
LEADS
GOOGLE

35. Demonstrate Expertise Online
PRESENTATION
BACKLINKS
SLIDESHARE
LANDING PAGE
10-20 BLOGS
EBOOK
LEADS
GOOGLE

36. Demonstrate Expertise Online
BACKLINKS
VIDEO
PRESENTATION
SLIDESHARE
LANDING PAGE
10-20 BLOGS
EBOOK
LEADS
GOOGLE

37. Demonstrate Expertise Online
BACKLINKS
VIDEO
PRESENTATION
SLIDESHARE
LANDING PAGE
10-20 BLOGS
EBOOK
LEADS
GOOGLE

38. Demonstrate Expertise Online
BACKLINKS
VIDEO
PRESENTATION
SLIDESHARE
LANDING PAGE
10-20 BLOGS
EBOOK
LEADS
GOOGLE
INDUSTRY
GROUPS

39. Demonstrate Expertise Online
BACKLINKS
VIDEO
PRESENTATION
SLIDESHARE
LANDING PAGE
10-20 BLOGS
EBOOK
LEADS
BLOG POST
GOOGLE
INDUSTRY
GROUPS

40. When you give, Ask!

41. When they give, follow up
Thank You Page
Thank You Email
Additional (related) content
Call

42. This takes a lot of time...
Where should I invest?

43. Content Creation
Your Job
Your Ideas
Your voice
You need to write a CRAPPY
first draft.
Delegate
Editing and final drafts
Making things “pretty”
Distribution

44. The more things change...

45. ...the more they stay the same.

46. 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

47. EnMast.com is an online community
of business owners.
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.