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Nailing Down Lead Generation Assets for Your Accounting Website – Practice Builder Publishing – Tools & Resources For Accountants And Tax Practitioners


Nailing Down Lead Generation Assets for Your Accounting Website

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Developing your irresistible offer requires that you create assets that will support and enhance your offer. But, different assets require different investments, and different skills to implement.


Of course giving away content is one of the most popular ways to capture leads, especially around tax time. But, before you start creating content, you need to understand what type of content your prospects are looking for.

Here’s why.

Different types of content require different types of writing and knowledge. Writing a 20,000 word ebook or whitepaper is very different from writing a 1,500 word blog post. If you’re writing that ebook or whitepaper, you’ll need strong outlining skills, expertise in your topic, and the ability to format and design a document into book form.

Here are a few tips to help you decide what type of content you may want to offer.

  • If you have strong writing, researching and editing skills, and maybe a bit of design talent, then ebooks and long-form content of 10,000 words or more may be a good choice.
  • If you have strong design skills and can summarize complex tax questions into an easy to digest format, then checklists and cheatsheets work great as content upgrades for email optins.
  • If you have strong design and illustration skills, you may also want to consider infographics.
  • If you’re comfortable in front of a camera and have the necessary equipment (camera, microphone, editing software, etc.) then videos can generate a lot of interest and conversions.
  • If you are okay with intensive data researching, then whitepapers may be a good asset to generate and offer.

Of course, you may find that while most of the knowledge intensive work may need to be done by you, it may make sense to outsource the actual asset creation if you don’t have the necessary skills in-house.

Now, while evaluating your own skills is important, any offer you create must place your prospects interests first. You might be great at creating in-depth guides and checklists, but if your prospects aren’t looking for that, then your efforts will go to waste.

[bctt tweet=”While evaluating your own skills is important, any offer you create must place your prospects interests first.” via=”no”]

So, before you start creating an offer, and an asset, you need to figure out what kind of content your prospects are willing to exchange their email address, and possibly other personal information in exchange for.

Here’s how:

Take a look at what your direct competitors are doing. If a successful competitor keeps making the same offer year after year, it’s a good indication that they have hit on a successful formula for your joint market. This isn’t a foolproof method by any means, but it’s a good start.

Or, you could research your existing customers and determine what they responded to. Try to determine what constraints they are responding under, and adjust your offerings to meet those requirements. For example, if your leads are coming from folks visiting your website using a mobile phone, then they probably don’t have the bandwidth for large downloads, so you may want to create something that can be put in a smaller file size.

Another way might be to visit online groups that your target market tends to visit. For example, you could visit LinkedIn groups that your target frequents and see what is trending in discussions, and what questions pop up regularly. Then, create answers for those questions and put them into some form of offer.

For example, if you see a lot of beginner level questions, then a beginner level guide or ebook would do better than an advanced level cheatsheet. If you see requests for ‘quick’ answers, hen create a cheatsheet.

Of course, creating a quality offer requires multiple skills, and you won’t always have in-house access to the variety of skills you may need. That’s where freelance talent comes into play.

If you already have a team of freelancers that you are comfortable using, then content creation becomes a whole lot easier. You can outsource parts of your asset creation and spend your time doing what you do best.

If you have to spend time finding and selecting freelancers, it can not only slow down your content creation, but can cost money testing and selecting the right person. Factor this into your equation before you settle on an offer to create.

Before starting the search for a freelancer, it’s worth getting in touch with your contacts to see if they have recommendations for reliable and talented freelancers. For example, if you like the artwork I use on my products and offers, drop me a line and I’ll be glad to pass on the name of the freelancer I use.

The next thing you need to think about is whether you have easy access to content development tools such as a word processor that you can use for formatting the style and layout of your documents, and converting it into PDF file format. Or, design tools for creating ebook covers, illustrations, infographics, etc.

If you’re creating videos, do you have recording and editing software, or whether you need to purchase camera and microphone for quality recording.

Your conversion assets are crucial for the lead generation process, and the design of your web pages and the strength of your content will determine your conversion rates, sometimes more so than the offer.

We’ll talk more about this in another post.

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