I know some of you are still unsure about how to use social media in your estate planning or elder law marketing. I see a lot of mistakes, too. The two most common mistakes I see attorneys make on social media are:
- Ignoring Social Media Altogether. If you're not on Facebook, Linked-In, Twitter, etc., then you can't really make too many more mistakes.
- Using Social Media to Advertise. Ugh! I see this so often. Attorney sets up a Facebook account, and then starts posting things like, "Did you know seven out of 10 Americans don't have an estate plan? Call us for a free consultation." Hello, friends, this is not socializing. This is advertising, and it does not work on social media.
Perhaps a true story from my own life will help illustrate how social media is supposed to work.
Last year, I needed a new trainer for a horse I had purchased. Since most of my horse-connections were in another discipline of riding, I didn't know anyone to call for a word-of-mouth reference. So, I went to Google and started searching. I found a trainer nearby who just happened to have a terrific and well-optimized website.
I have been working with this trainer for a year, and she is just wonderful, not only with the original horse that I took to her, but with all of my horses. My trainer would now like to expand her business, and visited with me about it a last week. I said I would be happy to help.
- The first thing I did was mention on my own Facebook how happy I am with my trainer. I did not suggest anyone call her, I did not even mention her name. I just told a few stories about how well things are progressing with my horses.
Net one inquiry and potential new client for my trainer.
- Then, I mentioned it on a horse-related forum that I frequent. Again, I did not mention her name nor suggest anyone call her. Instead, I told stories about how well my horses are doing in training. I got an email that same day from someone who wrote, "Would you be so kind as to ask your trainer if he/she would be interested in a new client? Please? Here is my number, feel free to give it to your trainer ... fingers crossed he/she will take on another client this summer."
So, that's two new clients for my trainer in less than a week. Now I am starting to think I should slow down, curb my enthusiasm a bit. After all, I want to be sure my trainer has time for ME!
Teaching Points:
- The entire relationship started with trainer's optimized website. When I went to Google searching for a trainer in my area, hers was the only relevant site that came up. (I got a lot of feed dealers and veteterinary suppliers, but only one trainer.)
- The relationship blossomed because my trainer is the REAL DEAL. She is well-qualified, pleasant and fun to be around, and she does a great job with my horses. Does not hurt that she is reasonably priced, but honestly that is not an issue. (If you've got horses, you're already financially insane, and conditioned to ignore the costs...)
- Trainer recognized me as one of her A-Level clients. Not because I am extremely wealthy, not because I am a terrific rider, not because I have the best horses in the county (well, that last one is true, but the first two absolutely not). I am one of her A-Level clients because I am an influencer. I am well-connected and I make good referrals.
- Trainer ASKED me to make referrals. When you find a client who is an influencer, treat them well and then all you have to do is ask. They are more than happy to help, it's just how they are wired.
- Social Media. I turned to social media -- both Facebook and the horse forum. I have a well-developed network that fits right into my trainer's target market. But believe me, an advertising message like, "My trainer is really good, and she's looking for new clients, give her a call" would have done nothing. All I did was tell truthful stories to a few (thousand) of the right people.
I have some other ideas to help my trainer build her business, and I will share them with you as well. Stay tuned. This gets fun!
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