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Becky Livingston
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
by Becky Livingston

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:

  • Use it as a main topic in a client email with a link to the blog article.
  • Use it as a subtopic link in another client email with a link to the blog article.
  • Add it to your email signature with a link to the blog.
  • Create a slide deck that could be posted on presentation sharing site SlideShare or other social platforms.
  • Develop a short, two-minute or less, video about the topic. Add that to your website blog article, include a link to it in emails, and add a link to it in social media posts.
  • Share it on social media, not once, but many times over a period of weeks or months. Keep the content fresh by writing  more than one message for each social platform. 
    • Twitter example: The first week, share it on Monday, Wednesday, and Friday in the morning at different times. The second week, share it on Tuesday and Thursday in the afternoon, etc.
    • Facebook: Post a message about the blog post and how it helps your audience. Post this only one time in a month. Consider using another post two to three months down the road.
    • Google Plus: Post a message once every other week, over a period of four to eight weeks. Be sure to use different message details with a link to the same content.
  • Consider how it could be used in a larger, more traditional marketing piece, such as an ebook or a report that is then shared 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.

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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.