Whether you’re a solopreneur or have a small scale law practice, we are bombarded constantly with the idea of accessing Social Media to grow our businesses or streamline it with the latest digital tools. I was fortunate to have recently sat down with Thomas Scwab of Inbound For eCommerce. Thomas is an experienced entrepreneur, writer, speaker, and someone who empowers those very same business people to easily understand and use digital tools to build a scalable, automated sales and marketing machine. He helps to develop high potential customers and actually implement inbound strategies.
In his diagnosis, Thomas felt we should be able to make systems work for us, because we all are smart enough. Our job is to make sure that we are staying in touch with customers and providing good quality service and good quality content. Essentially, social media visitors must be turned into customers, and then they have to be turned into “delighted advocates” who want to do business with us and who will tell others about their experience. There are great tools out there, and if we understand how to use them, they can amplify what we do.
When people say you should be on this Social Media platform or that one, you should ask the question: Why? What will it do for me? If you can understand the strategy, and it makes sense, then you need to do it. Don’t copy what others have done, create your own unique approach. You don’t want to be average.
- There seems to be a lot of confusion. People see others having success, but not realizing what it takes to utilize the most effective tools. They’re missing a key component in planning and strategizing to pull it together.
- The biggest question, unanswered, is often: How do I do that, and differentiate myself from the other lawyers?
- Start with the heart of your business. You ask yourself questions like, what kind of customers do you want? Who really energizes you? Who’s is profitable? Who’s the one you make so happy they go out and get you five more customers? That’s the person that you want to focus on.
- Once you understand your ideal client, then it makes it very clear what social media you need to be on, what platforms you need to be on, and how you can communicate with them. What questions do they have? How can I serve them? How can I give helpful content? If you have a clear picture at the first point of who your ideal customer is, everything becomes very easy and you can focus on proper demographics and psychographics
Really connecting with those you want to attract to your business truly is the bottom line. The automation process should always help you but not replace you. As we’ve said before, content is king whether it’s a quick video, or succinct substance on a blog. Connecting through the top two search engines (Google and YouTube) is definitely vital so people find your answers to their question. It is all sharable information for social media (like Facebook and Twitter). If people are finding you, then it is you who will get the notability and the trust.
Find out where your clients are spending their time. What kind of content do they like? Are they readers, do they like audio? Answer the questions people are asking, because if one person asks that question, you know there are others searching for it. You can’t always fit all the answers in a video or space limited blog, so here is why a call to action is so important: It sends them to your website, your address, your phone number. It’s the next step that counts!
Tools to get you there
- If you start with an easy content management system like WordPress it can serve you as a website. You can always hire someone to get you started.
- Next would be a comprehensive mailing system like Constant Contact, or MailChimp. These are best for keeping a database, staying engaged, and nurturing the business relationship.
- Social Media, depending on your type of practice, Facebook or LinkedIn are the two places to be. This can really measure your amplification
- Lastly, you need to look at analytics. The easiest is a free account with Google Analytics, but try not to get overwhelmed with it.
- Keep it simple and do something until you know it inside and out. Keep your content fresh. See what works best for the way you work, and don’t overwhelm yourself with too many new tools.
So where do you want to be? Where do you want your business to go? If you start with the end in mind, and research the tools, you will see how they can support you in getting there.
This is a transcript of a recorded live presentation. It is in spoken-word format. While we have cleaned up the transcript a bit for easier reading, it’s not in edited written-word format.