A blog on a website should act as a consistent stream of knowledge your CPA firm has. This stream can be used, sticking with that analogy, to water many different sources and bring people back to the original source for that information. If you don’t leverage content you shouldn’t even write it!!!! Yes I said it, having ‘just a blog’ is pointless unless the word travels. (*make sure you use a blog platform that travels well, post coming soon on suggested platforms)
Blogs feed your company newsletter
Whether or not you do a monthly newsletter to your clients/prospects is a different story…but, if you do, the content should originate on your blog. Put an article preview in your newsletter but link back to your blog for the full article. By putting the content/article in full on your site, you pull someone back to your site so they can be exposed to more aspects of your firm.
Expand Blogs to make articles for local media
In 2011 every publisher is content hungry for the most part and this definitely applies to your local market’s publications and news sources. Why wouldn’t a local newspaper want an expert on local tax issues to send them an article that helps their readers and conversely their advertisers? Also, this sets you up as an expert in your local community. To do this you first must build your PR list – a list of contacts from local newspapers, online sites, chambers of commerce, etc. in the market you are going after. Ask their permission to send them articles written by your –insert fancy bio here – Tax Partner.
Update your LinkedIn Profile with Blog Link
Every time you blog you should post a link to it on your LinkedIn account. This way, as your connections get updates of LinkedIn Happenings, you will appear there. As you know, staying in front of prospects is half the battle…this is an easy way to stay in front of them in an un-obtrusive way. *BTW – every partner in the firm should also update their status when a new blog goes live. If they won’t do it, ask a person who is helping with the social media efforts to do it for them.
An Excuse to Email a client/prospect something
If you are in sales (hint hint – as a CPA you are!) you look for an excuse to call or email someone. A simple blog article that speaks to what that client/prospect may be facing is a simple way to reach out and say ‘Hey Sally/Jim, I thought you might find this helpful. Hope all is well.” Then drop a link to the post in the email. This is simple, helpful and low pressure. Don’t do this everyday, but I think 1x a quarter is a metric you should strive for.
Send content to LinkedIn, Twitter, & Facebook
The more places your content can be found the better. There are automated ways to send your single blog entry to multiple sites once the post is published. Tune your blog to make this happen. If you don’t know how to do it, comment on this blog and, if there is any interest, I will do a thorough explanation of that.
VC Independent
interesting look into gaining leverage on a company by expanding blogs and sending out newsletters appropriately