There’s an old joke about which professions make the worst business managers and leaders. I won’t bother to say which one it is, though… But, if you are a professional (lawyer, doctor, accountant), then you know that joke (fact). And, you know you need to make your business stronger and more profitable.
But, your world has changed. From how you are paid to how you obtain new clients. One of the biggest changes is the need for you to incorporate social media into your repertoire. Too many disregard the impact this has on their businesses- starting with the fact that social media will certainly affect how someone will (and which someone) choose your service over another’s.
So, it’s your job (or ours to help you- hint, hint) to insure the professional service they choose is YOURS! But, you can’t assume that all you have to do is broadcast your message. No, that won’t work- you have to advise folks, help them find out and understand more about their own situation, and become knowledgeable about their options.
Obviously, the first step in this process is your web site. That’s the primary media presence. You need to regularly post articles (audio and video content, too) so folks will consider it (and, therefore, you) their primary resource. The more knowledgeable a client, the better their decision about choosing a professional- and if you are the one educating him or her….
Which brings us to social media. The goal of each interaction is to have folks get to your website! The website, as we said above, is there to educate your potential client, demonstrate why you are better or more appropriate for their needs, and motivate them to call you- NOW- for help.
Your website needs to help you generate leads, qualify those leads (determine who is your best potential client), educate your client (let your web do it for you), and insure you are positioned in their minds as an expert.
One of the best ways you can do that is to develop your social media interactions to refer to white papers, videos, etc. on your website. Every touch you make with that potential client needs to bring to mind your services- and how they can get answers on your website- and, therefore, from your services, personally.
That secures the circle- and gets your clients corralled into your front office.
Well- for what are you waiting?
You know I love Roy that you stated that their website needs to qualify those people that they will be serving. So many people forget to craft their messages for those that they can serve best. If you are helping someone with a legal matter you don’t want them showing up to your office looking for a cheeseburger. (I know that is a let far fetched, but you get my drift.)
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You said a mouthful, there, Gen! Yes, the world may be your oyster, but the pearls are the target for which we aim….
Great advice Roy, and I love your subtle hint – hint!
Oh, yes, Suerae, I am the “master” of subtlety!
Thanks for the comment!
I can only imagine how necessary a sophisticated site is for a professional firm. I’m sure you can provide some good guidance.
I think we all need to use social media, Alessa. You can do the same for your garage service- and help grow your business every day. Go for it!
Really? You are having to encourage people to use social media/blogs/websites? And I thought that we had over come that. Yeah, right. Here’s an article our firm just published this morning. Oh, I mean, Jaco did: http://info.broadvisionmarketing.com/blog/bid/306724/Warning-Don-t-Lose-Money-Use-Social-Internet-Marketing
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Thanks for letting me know, Annie…
I read Jaco’s piece, too, and tweeted that we are covering the same concept- from different points of view and approach.
Well said Roy. If “my professional” doesn’t educate me how do I know he/she is the expert they proclaim to be… In this day and age where we look for everything on the mighty Google, not having a presence may just tell me that they are not the expert they want me to believe. Valuable content in context is what pulls us through the funnel.
Thanks, so much, for that comment, Jaco…
Yes, we need to insure that we provide our clients- and our potential clients- the best reasons to choose us- and for the right reasons. That’s what makes it a win-win!
It calls my attention how social media is not about promoting consumption but building relationships. In fact, if someone tries to a product right in front before making them know about who is behind the product, is most likely to fail. Way different from the old days.
Absolutely true, Gustavo…
The old days are gone. We need to react using the ways of today- no, we need to project the future using the ways of the future, but mindful of the past.
Thanks for your comment and visit.
Love the simplicity (and complexity) of this, Roy. 😉
I am honored by that statement, Cathy!
That is what we should all choose to do- make complex things seem simple. (It also insures that our clients, who may try this on their own, realize that not everything we explain easily is as easily accomplished 🙂 )
Social media has clearly changed the game. That said, I happen to own a small business in South of France and social media are not used there. Go figure. We advertise on the local radio! It is all about finding the right channel, isn’t it? And then, obviously, you need to deliver!
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Ah, the right channel. Just like finding the right channel for your social media broadcasts. (Note the similarity in the terms we have adopted.)
Perhaps this fact is related to the attenuated internet service in Southern France, Muriel?
I don’t know of any doctors that have website in Toronto. Lawyers, yes. They are always a little more aggressive 🙂
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Oh, Carol- there are tons of doctors who maintain websites in Toronto. But, I guess you don’t search for doctors via the Internet.
Thanks for your additions.
Wow that was strange. I just wrote an really long comment but after I clicked
submit my comment didn’t show up. Grrrr… well I’m not writing all that over
again. Regardless, just wanted to say superb blog!