‘The Business Intangible Asset Blog’, and the relevant-timely content embedded throughout its 600+ published posts, is an effective platform to…
- collaboratively frame professional service firm’s practice area messaging, and
- get it to the right audience, at the right time, and, in a competitive and learned context!
Collaboration in developing blog post content can be a specialized ‘entrée tool’ for…
- creating dignified and authoritative marketing presence for professional service firms.
- drawing broad attention to a professional service firm’s presence, practice area expertise, and other important intangibles, and
- building – banking essential relationship capital (with prospective clients throughout a sector)
Not that many years ago, ala pre-internet, pre-email, pre-texting, etc…marketing firm services by building professional – personal relationships were the dominant means to ‘sniff and snoop’ out leads which hopefully, at some point, may translate to sustainable client engagements.
Conventional ‘cold calling’…generally not practiced by professional service firms, is costly, minimally effective, and can variously diminish a firm’s reputation. It is dependent on persuasion, persistence and a message that is purposefully designed to appeal to targets ‘pain points’, often dramatized through FUD factors, i.e., fear, uncertainty, and doubt.
Typically, FUD factors are bluntly integrated into rapid fire – in your face messaging…albeit a subjective means to emotionally position-influence targets to action, i.e., initiate follow-up and contact. Admittedly, messaging anchored in FUD is often well received by the unfamiliar, much less so for targets familiar with persistent risk, risk management and mitigation.
The art of collaboratively developing blog post content…which readers – prospective clients will readily recognize as relevant, timely, and useful is…
- the foundation for effective ‘inbound marketing’ for professional service firms.
- a tool for converting (blog post) readers to prospective clients.
- especially when the content translates as personal rationales for regularly reading, applying, and developing relationships with (a.) the blog posting firm, and (b.) its practice area expertise and leadership.
The ‘Business Intangible Asset Blog’ is an excellent source…to select – extract content to exploit and leverage to inform, elevate awareness, and bring clarity to specific issues to influence (blog) reader conversion to prospective client, and build firm’s ‘bankable’ relationship capital.
One way to measure – assess the product of respectful and learned blog post content…is by distinguishing periodic-repeat readers’ conversion to prospective client status. This occurs as it becomes known that blog content…
- is routinely being shared and/or applied in lieu of devoting time and resources to conducting external ‘snoop and sniff ‘ activities.
- is consistently relevant, timely, thought provoking, memorable, and sharable.
- legitimately and ethically addresses prospective clients unique-timely interests and ‘pain points’.
- motivates readers to seek individualized follow-ups.
- distinguishes a firm (blog post content) as constituting lucrative sources of exploitable competitive advantage.
Firm’s that leverage ‘The Business Intangible Asset Blog’ content as a part of an ‘inbound marketing’ strategy, will find the content…
- produces – delivers value to and for a firms’ target prospects.
- is respectfully nurturing insofar as integrating language that favorably influences readers relationship (capital) decisions.
- prospective client’s interests to, among other things,
- includes narrative to bring clarity and rationale to previously asserted (known) objections or questions regarding its relevance.
Inbound marketing executed by leveraging this blog’s content will lead to…a more relevant understanding of prospective clients needs, preferences, and ‘pain points’. A prudent prelude to learning this is for blog post content to (a.) limit use-reliance on simplified language, (b.) not be unnecessarily concerned with a post’s length-number of words, or (c.) subjective perspectives regarding readers’ attention span.
Be assured, blog post content that is consistently client centric, experiential, authoritative, and genuine…can be an influential instrument for the conversion of readers to prospective clients. Therefore, its important to ensure the messaging language embedded in blog posts’ content…
- be effectively sequenced.
- elevate prospective clients recognition – appreciation of their issues and risks, and
- reflects their experiences, circumstances, and risks, now, and on-the-horizon.
Of course, the content of a firm’s blog posts…can and should convey genuineness. This occurs by articulating particular-issues and/or topics known to…
- be of import to prospective clients and the various business circumstances they serve.
- distinguishes a firm, i.e., sets it apart from its competitors, and
- can influence follow-up, buy, or don’t buy decisions.
The understanding a reader – prospective client gleans about a firm’s products – services…through well articulated blog post content, manifests as…
- respect and relevance to anticipated and foreseeable circumstances, and
- functions as an active interlude for converting readers to prospective clients by materializing as actual follow-ups and viable buyers of a firm’s products and/or services.
It is essential that inbound marketing blog content (language) convey familiarity with various ‘pain points’ a prospect has – may experience, this is achieved by understanding…
- the relevance of inbound marketing (blog) content-language.
- distinguishing which pages (of blog content) attracts prospects and is most queried.
- the role inbound marketing (blog) opt-ins play and influence prospects toward favorable action, i.e., buy!
- circumstances, i.e., what, when, why, how, and where prospects (personal) pain points originate, their time frame to fruition, and adverse effects, i.e., brevity, significance, subject to mitigation, irreversibility, etc.
- possessing capability to capture and analyze relevant data points of blog visitors – prospects in terms of differentiating goals, pain points, needs, and interests.
Effective inbound marketing blog post content provides…strong, sustainable, and resilient competitive advantages and allows firm marketing staff as well as individual – specialized service providers to have sufficient and client (lead, prospect) specific information to advance the now anticipated buying conversations, ala trust capital.
Utilizing blog post content for ‘inbound marketing’ gets firm’s recognized as…a ‘go-to’ resource and, can by virtue of its invitational presence, attracts readers and prospective clients who may already be emerged in a buy – don’t buy journey. This, and similar variables are particularly relevant – meaningful for blog (content) posting firms, insofar as…
- distinguishing content to be introduced – integrated in blog posts,
- especially content which is not seen-read elsewhere or a mere regurgitation of news readers bullet pointed
- ensuring content is respectfully structured for readers – prospective clients to achieve clarity with the firm’s products, services, and specializations, absent convention.
- content can effectively ‘prep’ readers – prospective clients by integrating respectful – informative language that contributes to their…
- need readiness, and
- operational familiarity for their market space, niche, services, and products.
More specifically, firm’s can leverage blog post content-language to…attract prospects already in or approaching ‘buy readiness’.
Too, when a firm, through its blog post content (inbound marketing), that it is the go-to ‘thought-practice leader’ ala a reliever of certain ‘pain points’ being felt and/or experienced, will produce (a.) prospects, (b.) referrals, and (c.) favorably affect retention of existing clients.
Effective inbound marketing, ala blog post content, elevates firms performance…insofar as being a marketing tactic-strategy, known to be multiple times more effective for generating – converting readers to prospective clients compared to conventional outbound marketing techniques.
Articulate, learned, and respectful blog post content can contribute to readers’ conversion to prospective clients by…serving as a prelude to – a foundation for (a.) strengthening – enhancing client relationships and banking of relationship capital, (b.) arriving at their decision point more efficiently and quicker, and (c.) influencing them to be more receptive to ‘buying in and buying up’!
The clarity produced by relevant and trusted blog post content, are...attributes which will position a firm’s (a.) products-services, and (b.) marketing to be more effective and memorable, long after the content has been published.
It’s essential blog post content evolve and manifest at a pace that…reflects clients current and horizonal needs, trends, and risks.
Blog post content is effective insofar as readers accept it…
- as being trusted for its accuracy, expertise, and consultative tone.
- contributes to building – strengthening sector reputation and brand, i.e.,
- intangible assets to be exploited for their value, capability to generate sources of revenue, and solidify-create sector competitive advantage.
As the above are achieved, there will be measurably higher probabilities a firm will attract…
- higher numbers of website – blog visitors and content readers,
- who, in turn, may ‘evangelize’ on behalf of that content, and
- find there is substantially less need to engage additional-other product-service promotional or marketing channels or communication mediums.
Firms that consistently embed client relevant content – messaging through a blog, can presume readers will express this by…
- sharing blog post content throughout their social media and professional association networks ala a multiplier effect, and
- distinguishing this firm as their primary buying source among sector competitors.
As either, or both of the above materialize…a firms reputation, and the reputations’ and expertise of practice area specialists will also be enhanced, in large part because, the readers presume the firm has collaborative ownership of blog post content.
Writing blog post with ‘inbound marketing’ content…should, first, and foremost, align with the principles of currency, relevance, and be informative to the primary groups of prospects. This may include – integrate, for example…
- how-to, step-by-step guides.
- lists of experiential tips.
- industry-sector insights that recognizes – reflects prospectives interests.
- publishing blog post content on social media platforms and legitimate professional – society journals or websites.
- utilizing blog post content as segue to interact with other content-expertise throughout a firms’ practice areas by sharing, commenting, and/or merely referencing as additional-potential resources.
- designing-building new and relevant content based upon customer successes through case studies and associated ‘lead-up’ stories, etc.
Inbound marketing, five trends professional service firms and blog post content providers are obliged to watch…the guiding principle of inbound marketing (blog post content), as a technique, is to acknowledge that today, large – growing percentages of prospective clients and buyers seek – search for specific products – services online via a mobile device, not desk-bound or laptop computers.
This known reality changes the calculus somewhat…in terms of how professional service firms have conventionally approached and engaged in the perpetual ‘chase’ to identify, develop, and convert prospective clients to sustaining clients.
A good example of this is found in the words of Hubspot’s former CMO…Mike Volpe, in which he very succinctly described the techniques and principles of inbound marketing as…
- “don’t interrupt what your prospective buyers want to consume, instead, be what they want to consume”!
The now obvious path to achieving this can be consistently delivering relevant, valued, and trusted (blog post) content.
There are numerous credible – respected voices in the online marketing sector that advocate ‘inbound marketing’ techniques, when properly executed, can be substantially more effective insofar as developing prospective clients compared to continued reliance on conventional (outbound) marketing techniques. Certainly, no argument here!