by Kirsten Hodgson
Online and offline marketing are two sides of the same coin. Neither one should be done in isolation.
Online marketing’s purpose, in the professional services context, should be to create more offline opportunities. Rather than replacing face-to-face contact it should create more opportunities for ‘offline’ meetings.
5 ways online marketing can help you create more opportunities:
1. Profile raising/positioning
As a legal, accounting, engineering or other professional you’re probably already sharing information with your target audiences. This may be content you’ve created (such as articles, seminar slides, Whitepapers, or newsletters/newsalerts), or content others have put together that those you wish to build relationships with will be interested in.
You can also share this content via social networks and via your website, further positioning yourself in your area. If people ask questions and you can help them out (without ‘giving advice’ per-se) you can further demonstrate your expertise. This will give people a flavour of who you are, what you are like to work with and what you do before they have actually done business with you.
People can ascertain whether you know what you are talking about and whether you’re someone they would like to work with. Not everyone will like what you’re saying or agree with you and that’s okay. There’ll be others who will.
2. Attracting more of your ideal clients
You can find and engage with prospects online, begin to build credibility and trust and then take these relationships offline. Ultimately, you can generate new business via social networks – but this won’t happen overnight.
For example, an employment lawyer set up a LinkedIn group for HR Directors and Managers. He invited 100 people to join and 60 accepted within a fortnight. The group now has over 900 members and this lawyer has built his client base on the back of this. He explained to me that this is the most successful business development initiative he and his firm have ever undertaken.
3. Creating more touchpoints with your existing clients, referrers and influencers
Provided your existing clients and referrers are on social networks, these provide additional channels to communicate with these people and get in front of them.
You can share content that they will value, ask and answer questions, or put them in contact with other people you know who they might benefit from meeting. Social networks increase your visibility, allowing you to stay top-of-mind.
A few professionals I’ve spoken to have won work as a result of sharing information relevant to existing contacts on LinkedIn. For example, one lawyer reconnected with a former client and met with his contact but nothing came of it. A few weeks later he noticed one of the sales people from his contact’s firm was active on LinkedIn. He joined a group this person belonged to and answered a question the sales person posted. As a result the sales person picked up the phone to him and gave him a piece of work.
4. Research and planning
A person or an organisation’s activity on social networks can be a rich source of information. Perhaps you’ve set up a new business meeting or are putting together an RFP response or capabilities statement. By searching social networks, you can see what topics and issues your contacts are discussing. This may give you information you can talk to them about or include in your response. At the very least if you can find out a bit about their hobbies and interests you can find an ice-breaker.
I recommend that if people you are meeting or pitching to are on LinkedIn, you look at their profile. Similarly, if you are doing any key client, industry sector, practice group or personal planning, look at the social networks. Again, using LinkedIn as an example, you could search a particular organisation to find out who is on LinkedIn and to ascertain which of these people you don’t know but should. You can then look to connect with them, either by asking a contact to introduce you or by joining the same groups and commenting on the other person’s discussions (assuming they are active on LinkedIn). You could also join LinkedIn groups relating to a particular industry sector or topic.
5. Professional development
Monitoring social networks allows you to keep up to date with the key issues in your area of practice, in a particular industry sector or for a particular client. Following people who share good information and relevant hashtags on Twitter can lead to a rich source of information. LinkedIn groups and your LinkedIn connections can also be great sources of up-to-date content.
By using online tools well (and in conjunction with other initiatives), you can create more offline opportunities…and make it easier to get more of the work you enjoy doing.
Look to build relationships one by one, seek to demonstrate your expertise in order to build credibility with those people you wish to engage and, over time, think about how to move some of these online relationships into the real world.
How have online tools helped you build your practice?
Image courtesy Jomphong via Freedigitalphotos.net