Last month, Propero Partners hosted a breakfast event in The City of London, ‘Making the Phone Ring in 2017’.
Senior Partner at Propero Partners, James Noble, and Head of Employment at law firm Child & Child, Kevin Poulter, hosted talks on digital marketing methods law and accountancy firms can use to attract new business enquiries.
For those of you who weren’t able to make it, here are the main points that were covered from both talks.
James Noble: Digital marketing techniques that you should be using to generate leads
Propero’s Senior Partner, James, outlined the benefits of using the following channels:
- Content marketing and paid social
- Email marketing
- Interactive tools like MORE Score
Set aside 30 minutes to listen to James’ speech in full (it doesn’t have to be all at once – tune in on your next commute, or break it down into 10-minute segments over the next day or two!)
To find out more or speak to James directly, contact him via email at firstname.lastname@example.org.
Kevin Poulter: Harnessing employees’ individual social media presence to generate leads
Kevin kicked off his talk by telling the crowd that 81% of people now own a smartphone but 31% of them never make traditional voice calls during a typical week. This is because they’re active elsewhere, whether that’s WhatsApp, LinkedIn, Facebook or email.
For this reason, it’s important to be open, available, and receptive to business enquires on all platforms because you never know from who or where a potential client may come from. Social media offers a great opportunity for businesses and individuals to build professional relationships because their audiences are active and ready to engage – something that many firms overlook.
Kevin told the audience how he’s now received dozens of referrals or direct enquiries from clients (individuals and commercial) through his own social platforms simply by posting regularly on social media and building an online identity and presence.
Even if your clients don’t have company social media accounts, the likelihood is they do have at least one personal account which they check regularly. This means you still have an opportunity to reach them.
Posting on social media shouldn’t solely be your responsibility. In fact, you should be encouraging and trusting your employees to be active and talk about their work, and give potential clients another avenue to encounter and engage with your firm. A presence on social media means your employees are able to build relationships with other professionals who may just be the gateway to your ideal clients.
Kevin was keen to drive home that individual social platforms should be just that: individual. Employees should be encouraged to talk in equal measures about their hobbies, interests, opinions, and work –– just like they would to a friend.
Bear in mind that your social activity won’t produce immediate results. It’s a slow-burn process, but the subtle approach will appeal to your audience much more than the hard-sell techniques they’re tired of seeing. Over time, followers will become familiar with your firm and what you offer by reading your posts… So when the need for your services arises, your firm will be at the forefront of their minds.
Kevin gave an example of how he used LinkedIn to keep in touch with an old interim client.
He hadn’t seen or spoken to him for years, but the client has kept up with Kevin’s profile and posts, and knew what he did. When the opportunity arose and he required an employment lawyer, the client contacted Child & Child. As a result, the firm gained a new commercial client.
To allay their fears about the legal implications of social media, Kevin told the audience: “When it comes to social media management, firms are usually worried about the risks of letting their employees ‘loose’ on social platforms, but with clear guidelines and protocol in place, you’ll have nothing to worry about.”
He then finished his talk with a single piece of advice: “To make sure that you’re getting the most out of social media and protecting your business’ reputation, remember this:
- ENGAGE with employees
- TRUST them to be sensible, and
- PROTECT the company, in case they’re not.”
If you would like to know more about how Kevin builds his audience, reach out to him: