Pat Iyer’s Guest Post: Why use social media for marketing a legal nurse consulting practice?
A guest blog from guru Pat Iyer.
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Jan 12
21
Content is Crucial!
Whether you are blogging, writing a newsletter or planning an email marketing campaign, CONTENT is what’s important. It has to be SPECIAL! What makes content special, of course, depends on the intended audience. Some audiences prefer short, one-line answers from experts and some prefer paragraphs filled with detail and insight. Some attorney clients will prefer content rich material that will assist them in the very case they have on their desk right now.
Do you know your potential client? Do you know what they want and need? If you don’t, stop right here and buy one of our other books about finding clients at our Bookstore. And if you do, great! You are well on your way.
Just to get your creativity going, here are five ways you can try to make your content unique from your fellow LNCs and beneficial to your current or potential clients.
1. Ask great questions
Instead of the usual “What’s your top case priority?” why not ask something that will make potential clients think a bit more? Something such as “What’s the most important type of case that settles but probably shouldn’t?” Or “What’s the biggest misconception about Medical Malpractice that people just don’t know?” Asking great questions will lead to great answers, and great answers make for great content.
2. Feature unusual content
Rather than pointing to your potential client’s best case or asking them questions about their practices; ask them to share their biggest failure, most dramatic mistake, or most inaccurate assumption.
3. Feature resources instead
Compile a huge list of valuable resources. So, ask your colleagues or other experts to recommend items for the list, or even survey your client list… you might be surprised with the resulting suggestions.
4. Try a different format or medium
Instead of offering a free e-book, offer a free video course, or a set of interactive worksheets or the 99 Word Newsletter. You can even change your format to a webinar, or a series of webinars. A different format could be more useful than an e-book, and it may just do a better job of grabbing your client’s attention.
5. Make the project bigger
Don’t spend a weekend creating a post or newsletter. Make the scope of your project dramatically larger and turn it into a pillar of your marketing strategy. That’s what I did with my new books coming out in the Spring and it’s working wonders for me.
For more on building a remarkable Legal Nurse Consulting or Life Care Planning practice, subscribe to the RSS Feed for the Blog and my Email Newsletter. Follow us on Twitter, join our LNC/LCP Group on LinkedIn, or friend us on Facebook. We also offer one on one practice coaching as well as amazing LNC/LCP marketing materials, website design and social media page designs. Email us or call (317) 426-1170.
Jan 12
18
You’re a Publisher!
Blogs, YouTube, Facebook, Twitter, and other online platforms are giving organization like yours an enormous opportunity to engage directly with your customers or would-be customers,” write Ann Handley and CC Chapman in their book Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) that Engage Customers and Ignite Your Business.
“Now, thanks to the…Internet and…web-based tools and technologies, you can create online content—blog posts, videos, webinars, and web sites—that will attract customers to you, so you won’t have to chase after them. What’s more, you can entice your customers to share that content with each other, all across the Web,” they explain.
In short, every company is now a publisher, and Handley and Chapman advise that you embrace that new reality. This includes your Legal Nurse Consulting practice!
All that is well and good, of course, but how does one go about creating such great content? Handley and Chapman offer several “content rules,” including the already-noted Rule No. 1, Embrace being a publisher. Here are three others:
Speak human. “Communicate…in simple terms, using the language of your customers…. Kill corporate-speak, buzzwords, and other language that makes you sound like a tool.” Also watch your use of medical jargon with attorneys who may not understand what terminology means.
Share or solve, don’t shill. “Good content doesn’t try to sell. Rather, it creates value by positioning you as a reliable and valuable source of…information” by sharing resources with customers or solving their problems.
Show, don’t just tell. “Good content doesn’t preach or hard-sell. Instead, it…demonstrates…how your clients use your services and explains in human terms how it adds value to their law practices…and meets their needs.”
Embrace your publishing side! Learn how to craft good quality content that will server, not just sell.
For more on building a remarkable Legal Nurse Consulting or Life Care Planning practice, subscribe to the RSS Feed for the Blog and my Email Newsletter. Follow us on Twitter, join our LNC/LCP Group on LinkedIn, or friend us on Facebook. We also offer one on one practice coaching as well as amazing LNC/LCP marketing materials, website design and social media page designs. Email us or call (317) 426-1170.
Above the fold, below the fold, in the middle? This topic is one that confuses a lot of Legal Nurse Consultants when they first begin to use email campaigns to market their practices. Writing copy for hundreds of potential clients to see can seem like a daunting task, but in a post at The Point, J. Sewell outlines his 10 Commandments of email copywriting—including a few interesting ones like these:
Don’t bury the “lead.” In journalistic lingo, burying the lead means obscuring an article’s most important information in the fifth or eighth paragraph when it belongs in the first paragraph. The same rule applies to your email message: Within the first few sentences, subscribers should understand your services, why they want to use them, and how to get in touch with you.
Skip information a subscriber already knows. “It’s OK to ‘set up’ the offer by describing the problem or issue that your solution solves,” Sewell notes. But there’s no need to reiterate the unnecessary information that follows an introduction like: “ So now that you realize the difficulty in medical-legal case reviews….”
Keep your focus. Don’t let anything distract you from the purpose of an email, which should have a single offer, a single message, and a single call to action. When you go off on multiple services provided by most Legal Nurse Consultants (the magic 17 as I call them) you give potential clients multiple opportunities to become distracted or questioning your ability and expertise in all of those areas.
Avoid weak calls to action. According to Sewell, there’s nothing less motivational than the vague phrase learn more. “It means absolutely nothing,” he notes. “Be specific, be tangible. What is it that you’re offering exactly?” If you want your clients to call you then give them that in your call to action. Don’t just say, “For more information, give us a call.”
The question simply becomes, if your email came to your inbox would it make you want to buy Legal Nurse Consulting services from you? If yes, then keep up the good work! If maybe or probably not, then there is always room for improvement.
For more on building a remarkable Legal Nurse Consulting or Life Care Planning practice, subscribe to the RSS Feed for the Blog and my Email Newsletter. Follow us on Twitter, join our LNC/LCP Group on LinkedIn, or friend us on Facebook. We also offer one on one practice coaching as well as amazing LNC/LCP marketing materials, website design and social media page designs. Email us or call (317) 426-1170.
Take five minutes and learn a new way to make your practice remarkable!