How CPAs can maximize social media marketing
Here’s a five-step process for increasing lead generation with a single blog post.
January 21, 2014
Sharing content through social media and digital marketing helps to keep a firm’s name top of mind. However, who has the time to write content every week?
Here is how to create fewer pieces of good content, yet share them over a longer period of time in order to increase lead-generation opportunities.
Step 1: Think of your blog as a campaign. In marketing terms, a campaign is a topical element that sub-elements support. For example, a piece written about the Affordable Care Act and the 2013 tax implications can be used as an anchor. Each supporting element then points to that blog post.
It’s important to include a lead-generation form on the blog post. Capture first and last name, email address, company name, and phone number. Add any other elements you need, but be brief. Longer forms tend to be discouraging. Shorter forms get completed.
Tip: Use a relevant and engaging photo in the blog article so it appears in the social media posts. Photos get more attention than text alone.
Step 2: Now determine how that topic can be used in different ways to increase leads and enhance relationships with clients:
Step 3: Develop a content calendar based on seasonal or topical information. For example, you know the tax season is January through April. However, that’s not the only time of year you can talk about taxes. Identify content you can use throughout the year, such as tax calendar deadlines for individuals, small businesses, and corporations.
Step 4: Measure. After all this effort, you want to know if your efforts are working. Website analytics, lead-generation opportunities, and social shares will show if the content was a hit. If so, plan to write more pieces on that topic.
Step 5: Create a system. Once you’ve done this a few times, a pattern will begin to form. You’ll know that creating two to three posts per month can become quite a bit of content that can be shared on a regular basis. Use a spreadsheet or chart to help you keep track.
Tackling these steps may seem daunting at first, but once the system is in place, you’ll begin to feel the freedom it brings. It helps to reduce the anxiety around constantly creating fresh content.
Editor’s note:This column was originally published in the January 2014 CPA Client Bulletin Select subscriber resource guide.
Speaker, author, and trainer Becky Livingston is a social media and digital marketing consultant to CPA firms.