In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Tom Schwab, who is an experienced entrepreneur, writer, and speaker. Tom empowers entrepreneurs and small business owners to use digital tools to build a scalable automated sales and marketing machine that delights not only the customers but also the business owners. Tom runs the Inbound for E-Commerce agency, which helps to develop high potential customer rates and implement inbound strategies.
Main Questions Asked:
- What are the problems you typically see when you meet with a new client?
- What are some of the strategies you talk about with clients?
- What are some of the other ways you recommend to stand out from the crowd?
- What tools do you recommend for your clients?
Key Lessons Learned:
- Figure out who you want to market to, how you want to engage them, and what you want to say to them.
- Attorneys are business people who happen to practice in the area of law. The job is as a sales person to supply a good quality service.
- We are all in e-commerce as we are trying to attract visitors and turn them into customers and delighted advocates.
- Regardless of whether you are a lawyer, brick and mortar store, or online, the strategy remains the same.
New Client Problems
- New clients are often confused in how to use the tools and get progress.
- Clients know they can work hard, are smart, and have the tools, but they just need a plan and strategy to put it all together.
- The first question is, “What kind of customers do you want?”
- Figure out who your ideal buyer persona is.
- The person you want to focus on is the person who is so happy that they go out and find you more customers.
- We all know in our gut who the negative buyer persona is and the customer that we don’t want.
- Too often we get crazy customers because we market to them.
- When you know who you are going after, it makes it clear as to what social media you need to be on.
Demographics, Psychographics, and Avatars
- Figure out your avatar client. Put a name to it, demographic and psychographic, and do everything you can to get thousands of that type of person.
- Once you have the avatar, you will know ‘who’ you are serving.
- The demographics is what the census bureau knows about you (age, income, marital status).
- The psychographics are the things that your best friend knows about you (where you get your information from, how you make your decisions, what influences you’re your desires and aspirations).
- Stand out from the crowd. How are you going to differentiate yourself?
- We buy from people we know, like, and trust. This comes from someone connecting with us.
- Content is a great way to connect such as via video, blogs, and podcasts.
- Automation should help and amplify us, not replace us.
- Content, be it putting up simple videos where your customers are, e.g. Facebook.
- People are searching Google and YouTube looking for answers. If you have the answer, then you’ll get the trust.
- If you start to stand out, you’ll be seen as the leader and authority.
- How can you identify your customer, connect with them, then start to serve them in order to build trust.
Stand out from the Crowd
- Content is King, but context is God. Make sure whatever you do focuses on who you want to connect with.
- Any content should be written from a person to a person and have a next step or call to action.
- Find out where your buyers are and what kind of content they like. Test out the engagement.
- Answer the questions that people ask you. If one person asks, then others will search too.
- Your customers and Google want fresh content.
- We have great tools, so if we understand how to use them, they can amplify what we do.
- Where do you want your business to go? Look at the tools and see how they can support you in getting there.
- Content Management System (CMS) – This can be a website on WordPress.
- Communication System – MailChimp and Constant Contact. This allows you to capture information when someone fills out a form.
- Analytics – Google Analytics. Measure and find out what works and what doesn’t. What gets read the most and where are people spending the most time.
- Amplification – From social media. Be aware where your customers are.
- A more expensive tool won’t make you better; it will simply amplify what you do.
- Assess what the tools can do and how they fit in your life.
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