Hey! Have you grabbed your copy of my 2019 BVLS Practice Development Marketing Plan? If you are looking for something with a ton of moving parts, this isn’t it. But if you are looking for a way to structure the few simple things you already know you should be doing, this plan is what you’ll want.
Here’s what a BVer wrote to me last week: I need this. Your marketing plan will help me get up in the morning and not have to wonder, “What should I do today?” I’ll still ask the question, but I now have answers.
“Alexa, find an older, handsome guy who writes only about BVFLS practice development. Oh yeah, he should live in an RV, too.” THAT – is an example of a long-tail keyword search that will soon be possible because of smart devices like Amazon’s Echo. You probably have one in your home. Now, they are showing up in the office. Have you thought about how this could affect your practice?
Hey, what’s up everyone! I’m Rod Burkert. And welcome to my Practice Development Corner, the place where business valuation professionals like you come to learn how to turn the practice they have into the practice they want.
A recent article in Forbes.com cited a digital industry marketing source that estimates by 2020 50% of all search requests will be conducted by voice. 50% – holy cow! And 2020 – that’s almost next year! This is due to devices like the Amazon Echo, Google Home, and Facebook’s Portal.
So, have you thought about the impact these devices will have on your practice? Particularly your practice development, since that is what I talk about? Well, there’s the example I made in my introduction for you to consider:
How will people search for you in the not too distant future?
Right now we use keywords. Keywords are ideas and topics that people strive to be identified with, like “purchase price allocation” or “forensic accountant.” They are the short words and phrases people type into search engines to find experts like us when they don’t already know us – if they did, they would just call or email us directly.
Keywords are important to our practices because we want to come up in search engines when people search for the keywords that are relevant to our services. To stand a chance of being near the top of the results, we include our keywords in our websites and other online content we produce.
But we are progressing beyond computer keyboards and text. In general, PC and laptop sales are declining. As a result, we are moving away from how traditional search is performed.
And because of voice-controlled systems, keywords are evolving, too. From short words and phrases to whole sentences … or what the search industry calls “long-tail keywords.” So … “Alexa, find me a business valuation expert in Chicago who specializes in 409A work for startups” is not that far off.
Look, these next-generation devices are spreading in the business world because their novelty is wearing off in the home front. That means the distance between someone needing our services and us is getting shorter and smarter. If you want to be found in the near future, the time to plan for next generation search is now.
By the way … that older handsome guy who writes only about BVFLS practice development and lives in an RV? That’s me. No need to search.
That’s it for this episode. What do you think? Let me know by taking just a few seconds to like, comment on, or share this video. Thanks for watching!
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