Posting Your Way to Profits
Posting Your Way to Profits
Posting Your Way to Profits
How Sharing with Social Networking Builds Business
Humans are social animals, despite the fact that more and more of us are preferring text-ing to talking, virtual carts to crowded stores, and sometimes even automated telephone assistance to flesh-and-blood operators. In these days of iPhones, avatars, and Outlook calendars filled to the brim, we're still looking for more efficiency in our social interactions. That's why Facebook, Twitter, LinkedIn, and other social networks have become essential tools rather than a passing fad for the millions of people who populate them. For service professionals, social networking can be both productive and profitable, an unprecedented opportunity to get in front of more potential clients, generate more referrals, than any other medium today.
Why, then, are so many doctors, lawyers and other service professionals reluctant to embrace social networking in their marketing? The short answer is that they're critical thinkers, and that can mean they are skeptical about new technologies, even those that promise to become an integral part of future marketing and client outreach. The longer answer is found in the fact that people do business with those they trust, and, in general, do business with those they know or are referred to. Professional service providers understand that trust leads to business and referrals, but what may not be understood, is how tweeting about everyday life or writing on someone's wall, can build the kind of rapport essential for growing a business.
There is some truth to the fact that posting on networking sites, when used as advertising, is little better than any other type of self promotion. But when you post regularly and upload videos that engage viewers, the social networking scene becomes a vehicle for businesses to connect, promote, and build trust..., faster, and more effectively, than any other medium ever. And it all starts with abandoning the impulse to advertise yourself and waking up to the power of sharing yourself.
Priming the Pump
Getting business using social networking is a matter of giving first. Just like priming a pump, only in this case, we're talking about a referral pump.
Take tweeting (messaging through Twitter), for example. A professional service provider who shares his or her particular area of expertise and insights with followers (those who receive the tweets) gets:
A. visibility
B. credibility
C. approachability
That, in turn, creates trust and goodwill, which becomes primary business from new clients, and secondary business from referrals.
Social networking not only introduces professionals to more potential clients, it can also humanize them so that they are considered to be "one of us."
Connecting through postings online is a great introduction; however, face to face takes it to the next level.
One-on-One with the World
It used to be that the best way to personally connect with potential clients was face-to-face, but thanks to ever expanding broadband Internet access, it's now inefficient. In fact, the advance of technology and a focus on interactivity means that it's possible to get most of that face-to-face goodness through the Internet, especially when you combine social networking with online video.
Used in conjunction with Facebook, Twitter, LinkedIn, and other means of social networking, professionally produced online video - whether hosted on your own site or another - allows you to share your legal expertise with a potentially vast audience, yet in a very personal way. Rather than a face on the back of the phonebook (or on a static website), you become a person first, business second. Potential clients find that appealing, even more so because relatively few attorneys at this point are reaching out to them in this way.
Five Tips for Building Your Practice with Social Networking and Online Video
The reluctance of business professionals to hop onto the social networking bandwagon and its wild popularity with potential clients presents a remarkable opportunity for those willing to take it for a spin. Here are a few tips to give you a leg up on social networking supported by online video:
Forgo selling in favor of sharing. Yes, the point of all this is to boost business, but no, you should not be selling yourself, at least not directly. Instead, focus on sharing what you know and on the ways you can help. The trust and credibility you generate takes care of the selling for you.
Be aware that the savvy social networking person can spot a fake from a million miles away. Be genuine in your desire to inform, educate, and share.
Know that these things take time. Even a primed pump takes a while to produce water.
Remember that the Internet never forgets. While social networking is about sharing, be careful about what you share. You want potential clients to feel like they know you personally, but don't offer more private information than you would in a professional setting. For credibility's sake, don't be tempted to say that you know more than you actually do.
Be sensitive to conflict of interest issues, such as those noted in Florida's recent Judicial Ethics Advisory Committee 2009 ruling which cautioned against Facebook "friending" between lawyers and judges.
Keep it fresh and up-to-date. Social networking success is not a sprint, it's a marathon. It's natural to be gung-ho at the beginning and then let your efforts slide, especially if you don't see immediate returns, but keep at it. Continually add new video that addresses recent concerns and news stories.
Post or tweet on a regular basis. Comment and respond to inquiries via Facebook, LinkedIn, and other social networking venues in a timely fashion.
If you've adopted a wait-and-see attitude toward social networking, then you're certainly not alone, at least not in the professional service provider arena. But man is forever a communal species and social networking is not only here to stay, it's certain to grow. Those service providers who take steps now to leverage the lead generating power of social networking are sure to see thei
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