so there's nothing that make that legal nurse consultant stand out from the 100 other people who are approaching the attorney with the same list of services. I think where relationship ... They go there for entertainment and they go there for engagement. 2. ..... releases episodes with great regularity. Thank you so much Brian ...
Episode 6 Relationship Marketing: How to Develop Know, Like and Trust Factors Brian Basilico Pat:
Hi this is Pat Iyer and welcome to the Legal Nurse Podcast. I have with me today Brian Basilico. He's an internationally recognized best selling author of "It's Not About You, It’s About Bacon: Relationship Marketing in a Social Media World". Brian also has a new book called "The Bacon System: Marketing Recipes for a Sizzling Business". Brian is a sought after speaker, coach and adjunct professor. He brings to you today over 35 years of marketing experience to his awardwinning Internet marketing company called "B2b Interactive Marketing Incorporated". Brian is a syndicated podcaster at the www.BaconPodcast.com. He's a blogger and a guest expert featured in Entrepreneur and Inc. magazines. He also has contributed to many articles, radio shows and podcasts. I met Brian at the Novice to Advanced Marketing Systems Conference within the last year. I was impressed with his great depth of knowledge about Internet marketing and specifically relationship marketing. I know that some of those terms may be unfamiliar to you, so first of all, Brian, could you tell us about your area of expertise? What would you call that?
First off thanks for having me Pat. It is such a pleasure to talk with you. My area of expertise goes way, way back when I started my first business when I was 18yearsold in my father's basement. I've been a serial entrepreneur. I've done the corporate stints. I worked for AT&T, Arthur Anderson and a whole bunch of different companies over the course of the years. One of the things I learned was that my heart, my soul was in marketing and online advertising. I again go back to when I owned a recording studio in my dad's basement. There was no Internet. There was no email. There was only print, I mean it was the only thing we really had to work with as far as marketing. I learned back then that in © Copyright The Pat Iyer Group LegalNursePodcasts.com 1
order to communicate with people I had to come up with messages that they wanted to learn about. What I would do is write stories on an Atari 400 and a dot matrix printer. I would literally cut them out with scissors. I would paste them together on a piece of 11x7 paper, put a header on there and stuff like that. Take them to a printer, get them printed and then ship them out via U.S. Postal Service. The thing about that and the thing that's happening now with all this new fangled stuff, Internet marketing, Facebook, LinkedIn, Twitter and all of those things, is that it really hasn't changed over the course of the years. The principles of what we do never changed. The techniques on how we do it constantly changed. One of the things that I've done over the course of the years is constantly reinvent myself to learn the tactics that those principles can be applied to. The goals is for people to communicate with their perfect audience with the messages that they want to hear that they will take action on. That's kind of a very short background on the way I've done things. Pat:
Who did you ship these pieces of paper to?
I shipped them to my current clients and then I expanded it. I actually was saying, "Okay, who is a potential client?" I would go through the phonebook and literally pick up the phone. This was back when we had Yellow Pages and stuff like that. I would say, "I'm an audio recording studio, do you use any audio services at all?" That's the only question I asked them and they would give me a yes or no answer. If they said yes, I then would say, "Is there a person I should send something too?" They would give me the name and I would put it in the mail. I was just simply trying to identify who those clients were who could potentially use my services and that's how I did it.
It's amazing and you're right. It is the same principle but delivered in a very different mechanism. Tell me about relationship marketing. What is that term?
The first book I wrote "It's Not About You, It’s About Bacon: Relationship Marketing in a Social Media World". A lot of people are so focused on the tools that are out there, Facebook, LinkedIn, © Copyright The Pat Iyer Group LegalNursePodcasts.com 2
Twitter, Pinterest, YouTube, Google+, Snapchat, Blab, Periscope and all of those kinds of things. Those are delivery platforms, but really relationship marketing is based on the simple principle of Know, Like and Trust. Know, Like and Trust takes place when you get to know somebody. A lot of times you get to know somebody by meeting them facetoface. That could be at a networking event. It could be at an industry conference. It could be a lot of different things. That's where you're shaking hands and seeing somebody for the first time and saying, "I know you and you know me." We met at a conference. I didn't walk up to you and hand you a business card and say, "How can I do business with you," which is the way a lot of people try to go networking meetings and do it. What it's really based on is how we grow a relationship over time. The "Like" portion is where we start to find some common things that we can communicate on. It could be do dogs. It could be the fact that we're both from New Jersey. It could be something along the lines where we have something in common and now we're communicating either online or facetoface and building that "Like". All of a something it's, "Yeah, I like this person. They're not trying to sell me too much. They are really concerned about me. Maybe they make a connection and give me a good contact that might be a good referral for me." That's where the "Like" happens. "Trust" happens, that's where transactions happen. "Trust" is the place where somebody has seen you. They have watched what you do and they consider you a resource whether it's for them or for somebody they might refer you to. The Know, Like and Trust is a sequence of things. That's what relationship marketing is really all about. It's about building that relationship over a long term and giving people a reason to want to either work with you or recommend you, but it really starts by giving first. One of my favorite books is by one of my mentors. His name is Al Ritter and it's called "The 100/0 Principle". What he talks about in that book is give a 100% of yourself, a 100% of the time, expect nothing in return and watch what happens. As you walk into these © Copyright The Pat Iyer Group LegalNursePodcasts.com 3
relationships what I tend to focus on and try to teach people to do is when you meet somebody think about how you can help them first. Ask yourself, "Who could you connect them to that maybe will propel their business or give them a reason to want to get to know you better?" A great example of how this works is in LinkedIn, for example. With LinkedIn you have the ability to either endorse somebody or you can give them a recommendation. An endorsement is just random. I've been endorsed for cat herding and basket weaving. It means absolutely nothing and nobody really pays attention to it. A recommendation is a testimonial. The 100/0 Principle works this way. If you go into LinkedIn and you recommend somebody that you know first, you go in and write them a recommendation, there's a better than 75% chance that they are going to recommend you back. They are going to recommend you more heartfelt, more sincere and they will put more energy into it than if you walk up to them and simply say, "Would you recommend me?" The whole point about relationship marketing is building relationships, being a resource, being Google for somebody, being a connector, giving, being a human being and then watch what happens. Pat:
The people who legal nurse consultants work with are attorneys and they are busy. They have got constant demands on them between preparing for trials, screening cases or working up cases. They receive a lot of cold letters in the mail, cold phone calls and sometimes cold visits from legal nurse consultants. Why is relationship marketing important for legal nurse consultants?
It's important because they are inundated. I work with a lot of lawyers. Not only are they inundated with stuff from legal nurses, but think about it from the online marketing perspective. They are being bombarded with calls saying I can help you get #1 on Google, I can help you with your SEO or I can help you with this kind of stuff. They are bombarded with all kinds of people knowing that (a) they have money and (b) that they are a good possibility to sell them stuff.
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What relationship marketing does is imagine meeting a lawyer facetoface at a networking meeting. Imagine creating a relationship online on Facebook, LinkedIn, Twitter or something along those lines. What you do is you connect up with them, but you don't sell them anything. You just try to be that resource for them or at least provide them with good information that can help them that they may pay attention to. It's not selling. It's more educating, communicating, giving them something of a resource that's going to help them do things faster, better, cheaper or whatever it is. It's an investment in a relationship with these people. If you meet them facetoface that's ultimately the best way to do it. If you can't meet them facetoface, maybe they are part of your Chamber of Commerce. Maybe you can invite them to something as simple as a webinar or maybe invite them to say, "I write great articles about how legal nurses can make your job easier" and provide them with some good information. Educate them, train them and teach them something new. By doing that you start to build that Know, Like and Trust so it's not such a cold call experience of somebody just saying "Hey I can do business with you and we can make money together." It's more about them. Here's something I like to talk about a lot. People listen to two different radio stations, especially on the Internet and facetoface. What happens with a lot of people is that they like to broadcast on the radio station WIIAM. What WIIAM stands for is "What Is Interesting About Me". When people are searching out content on the Internet or they are on Facebook, LinkedIn, Twitter or reading blogs people are listening to WIIFM "What's In It For Me". As we know in radio AM is kind of a lower frequency and doesn't have the quality. FM is better for music and things like that, and just sounds better. People are much more interested in "How Can You Help Me" as opposed to "Who You Are" and "What You Do". That's one of the biggest mistakes that people make is that they're constantly trying to sell and promote themselves when if they find a way to really give great information that helps the other person, that's where they are going to see the results. © Copyright The Pat Iyer Group LegalNursePodcasts.com 5
Those are really critical points. I think you're pointing out a common misperception that many small business owners have and legal nurse consultants have, which is “let me tell you all about the services that I offer”. Unfortunately the services are the same overandover again, so there's nothing that make that legal nurse consultant stand out from the 100 other people who are approaching the attorney with the same list of services. I think where relationship marketing comes in is supplying information to the prospect that will entice that attorney to be able to then engage with a legal nurse consultant and find out more.
Exactly. It's all about relationships. I hate to put it so bluntly, but a lot of people treat networking and things like this as if you walked into a bar and you see somebody who looks pretty or handsome. You shake their hand and say, "Hey, you want to get married?" That's what a lot of people do, but a real relationship takes dating and time. It takes caring and giving equal benefits to both sides. Building a relationship in relationship marketing is all about thinking about "What's In It for Them" that I can provide that's different. ▪ "How can I be a resource?" ▪ "How can I be that support mechanism?" ▪ "How can I give them something that everybody else in the marketplace is not doing other than trying to come in, get work and take their money?"
Let's get concrete. What would you advise a legal nurse consultant to do to carry this concept out?
It starts with one thing. First and foremost you have to have a presence on the Internet today. I don't care how and why, but you have to. Now one of the things that I don't recommend that a lot of people do, which a lot of people did do, is they say, "I'm just going to go on Facebook and be my business on Facebook. I'm not going to worry about being myself. I'll go on LinkedIn and do the same thing. I want to just kind of simply promote myself." That is one of the worst things that you can do for two reasons. © Copyright The Pat Iyer Group LegalNursePodcasts.com 6
1. People don't want to buy things off Facebook because they go there for fun. They go there for entertainment and they go there for engagement. 2. The second problem with that is that you don't own it. All you have to do is do one thing that's against their rules. I've seen this happen with companies that had like 4.5 million followers. They did one thing wrong and Facebook shut them down and it's gone. What you have to do is you have to own your message, but you also have to own your own media and that starts with building a website. Having a website is the best way to start. Now there are lots of ways to get free websites. You can go to Wix. You can go to Squarespace. You can go to WordPress.com and get all these free things, but the same thing I said about Facebook, LinkedIn and all those things is exactly the same there. If they decide to shut down, if they don't like you, if you violate a rule for example in WordPress.com you cannot sell anything. You can only put up a blog, but if your blog is considered to be selling they can shut it down. [Pat’s note: I recommend all LNCs have WordPress websites set up through WordPress.org. This is a popular platform well supported with plug ins to improve its functionality. Learn how to set up a WordPress website by taking our course, How to Create a WOW Website at legalnursebusiness.com/wow] Here's the key thing, go buy your domain name whatever it is, the best thing that you can find. I suggest everybody buy their name if it's available, like I own BrianBasilico.com. I also own b2bim.com, which is the only thing I could get when I opened my company that semi made sense. I then pay for my own webhosting. One of the challenges a lot of people do is they don't think they understand it and so they hand it off to somebody else. I've seen this happen so many times. Somebody else goes and buys their domain name. Then somebody else then goes and buy their hosting and God forbid the person dies or they go out of
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business. You have no access to any of that stuff, so take it under your own control. Make sure you control your domain name. Make sure you control your hosting. Even if it's just a simple one page website, you can find people locally and nationally that can help you do that. It could just be as simple as here's who I am, here's what I do and here are links to my social media. Start with a home base and that's what the whole Bacon System is really about. It's starting with a home base that you own, you control and that will grow with you as time goes on. That would be Step 1. Does that kind of answer the question you were asking? Pat:
It does. I sense that there's a Step 2 coming.
Oh yes. Step 2 is start to learn how to read analytics, put Google Analytics on your website. If you can't do it yourself get somebody to help you. You want to be involved in Google. You want Google logos, so if somebody is searching for a legal nurse in your town that shows up in Google searches. You want analytics on your website so you can see where those searches are coming from and so that you can use that information to help you grow what it is that you're doing. You can't run a business without having some kind of an accounting system. If you run a business without understanding a balance sheet or Profit and Loss statement, you're basically a wantaprepeneur. You're not an entrepreneur. You have to understand where your income is coming from and where your expense is going so that you can actually make a profit in your business. The same thing is 100% true when it comes to online marketing. You need to understand the metrics of what's happening on your website and on your web properties. ▪ "Is what I'm doing on Facebook driving traffic to my website, my blogs or interviews?" ▪ "Is anything driving more traffic to my site and how do I do more of what's working and less of what's not?" You really need that and so the third step is creating content, which is known as "Content Marketing". Content marketing means you're © Copyright The Pat Iyer Group LegalNursePodcasts.com 8
doing something. I don't care whether it's writing an article, doing a blog, doing a podcast, creating graphics, getting interviewed on somebody else's podcast or radio show or even getting into the local newspaper and talk about that. Even the newspapers are not what they used to be, but they have online columns. Maybe you could write a blog or something about legal nurses or things that lawyers need to think about. Consider your audience, where they are hanging out and what kind of information that you know that you could give them that would help them. Those three things combined, having the homebased website, having analytics and then doing content marketing of some sort is what I call the "Marketing Trifecta". All three of those things work in concert. Content marketing drives traffic to the website. Use analytics to measure how that content marketing is working. Then you modify the website based on the things that you're seeing. That's basically the basic system. It may sound overwhelming, but it's really not. It's not that hard to produce. Pat, you do it right? You do your own websites and you do a lot of this stuff. Pat:
I do. I write two blogs a week and an ezine that goes out every week to the legal nurse consultants who are my market. Yes, it does take time, but it requires you to have the discipline. I think that’s a challenge particularly for extremely busy people who are juggling a job in trying to develop a business or run a business, in essence, having 11/2 full time commitments.
Yes and you're preaching to the choir on that one. I do like you and now you own a podcast, by the way. I do two podcasts a week, a blog a week and an email marketing ezine. Then I have all this content work that I've got to do for my clients. On top of speaking, teaching, being a community advocate, going to networking and doing all of those things, yes it is very difficult to manage. One of the things that I've learned to do over the course of time, and I actually have something coming out relatively soon, it's called my "Productivity Package". I talk about this. What I do is I tend to break © Copyright The Pat Iyer Group LegalNursePodcasts.com 9
things down into categories. I call them three different things. I call them MMA, BMA and CMA. MMA are Money Making Activities. We have to do something to make money in order to have a business. BMA is Business Making Activities. That's what your podcast, that's what your blog and that's what even networking are. It's getting out and doing things that grow your business. Let's face it. You get a job with one lawyer and then that work goes away for a while. You’ve got to fill in the next gap. If you're lucky enough to have one lawyer that keeps you busy all the time, that's incredible but most of us aren't in that luxury zone. We have to kind of fill in from this lawyer and then get another lawyer. Maybe we have a stable of five who constantly give us one job a week. Now we've got five jobs a week that we can work, which is awesome but you still have to do things that build your business. That's what Business Making Activities are. Business Making Activities are your marketing. You have to do things like your blog, maybe go and buy a dot matrix printer and an Atari 400 and print out a newsletter. Whatever it is that you do, you got to continue to do that. One of the things I try to let my clients know, which is incredibly important is that the busier you are the harder you have to market. What a lot of people fall into is what I call "Sine Wave Marketing". They get super busy, they are way at the top and then they stop marketing because they don't have time. All of a sudden it kind of gets to the middle and then it falls down. You say, "Oh my goodness! I have nothing to do." So now I start marketing my butt off and then it comes back up. It then goes way to the top and I stop marketing. You then see the sine wave going up and down, and up and down. The people that get it are the people who are marketing consistently on a regular basis to their audience so that they don't have that big of a sine waver. Maybe it's a little bit of a sine wave with a couple of ups and downs, but at least it's something that's a little bit steadier rather than feast or famine. That's incredibly important.
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Let me go back to the MMA, BMA and CMA. MMA is Money Making Activities and the first thing that you should always put on your todo list every single day. Get paid first. Secondly always have something in the works that's gong to help you market yourself better. CMA is Customer Maintenance Activities. That is you have to do things like answer email, check your Facebook and do the things that you have to do to maintain those relationships with your clients. If somebody sends you a problem on email that you need to fix, you're going to have to schedule that into your day. It's one of those disruptions, but it's something that you have to do. Make sure that you're dealing with all of those things on a regular basis every single day. You can't just say, "I'm just going to make money today. I’m just going to do business marketing today. I'm just going to do customer maintenance today." It leads to that sine wave of stuff. You have to be consistent and have some kind of system or plan in place to work through that. Pat:
That's a wonderful system. I've never heard it described that way and I can see easily how you can get out of balance. You touched on something that is one of my personal mantras, which is to always continue to focus on marketing and not rely on one attorney to keep you busy. That attorney could have a major disruption in the law firm or drop dead. Partners have been known on the weekend to move out and take cases with them. There could be a change in the law that completely removes the need for a legal nurse consultant. I have this particular focus because there was a year in my life when my husband was a manufacturer's rep. He was the go between the manufacturer and the end user. He did that very profitably for several years just by marking up the parts. One day his only customer said, "You know what, we don't need Raj in the middle anymore. We can just go right to the shop. Why do we have to go through him? We'll save money." Overnight our income evaporated and he was not able for the next year to produce any income except for selling our pickup truck. It made me highly sensitive to this issue of you can't put all your eggs in one basket because that basket could fall apart on you.
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I urge people listening to this to never rely on a single customer as their source of income. Brian:
We talked about what we should be doing. Can you wrap this up in terms of what are the skills that legal nurse consultants need to be effective in relationship marketing?
Let's face it, you're either an introvert or an extravert. More people I think are introverted than extraverted. I think the skills that you need are something where you're a good listener and you're good at asking questions. I also think that you need to be a good connector if possible even if somebody is not in your industry. Let's say you meet a plumber. The plumber is somebody that you Know, Like and Trust, and somebody needs some plumbing. I see this all the time on Facebook. Somebody says, "Does anybody know a good plumber?" I know dozens of them, but based on the area that they're at I'll recommend three people. Now that doesn't get me any business, but it certainly keeps me top of mind. Somebody the other day just said, "Hey I lost my job. Does anybody know any good opportunities?" I'm always keeping my ears open for that. One of my clients who happens to own a HVAC company called me the other day and said, "We're looking for somebody who's going to be a good customer support rep." Lo and behold something comes up on Facebook and I say, "Hey this will be good." I made the connection. I think the thing that you have to do is that you have to be a giver first and really learn how to listen, communicate and be a connecter. I think from there slowly but surely somebody is going to remember that you do legal nurse consulting and know a lawyer. It could be a brotherinlaw. It could be a friend. It could be a neighbor and that connection happens, so that's really it. You got to invest time in this because it doesn't happen overnight. It's taken years. I've been in business for 35 years and I still have people from way back, I mean back when I was 18 years old still connecting up with me on Facebook and providing me with connections to people © Copyright The Pat Iyer Group LegalNursePodcasts.com 12
that can use my services. They have learned to Know, Like and Trust me. Relationships are the currency of business. You need to invest in them in a way that's going to give you a return on your investment. Pat:
I think that's a great point because we live so much in an instant gratification world that we want to see the energy that we put out rewarded right now.
Right and that's a huge mistake that a lot of people make. What they would do is fall prey to these getrichquick online advertising SEO, Yelp, and Google AdWords and Facebook ads. They throw money at it expecting this immediate return when frankly even that takes a lot time. There's a science and methodology to it. Ultimately in business if you're going to spend a dollar you need to make three. If whatever you're doing is not giving you a return on an investment, then stop doing it. The thing about relationships is they will never stop giving you a return on an investment. You just don't know when that stock is going to go up.
You mentioned SEO a couple of times and just for people who are listening who are not familiar with that abbreviation, could you explain that?
It stands for "Search Engine Optimization". I doubt that there's anybody in this audience that has not gotten an email from somebody that said, "We can make you number one on Google." SEO is a thing, but it's not the thing that is going to get you number one on Google. What's going to get you #1 on Google is creating great information, posting it to your website and your blog. SEO companies charge a lot of money. I've seen them charge upwards of $1,500 a month with zero return on investments, so just be wary. Not every SEO company is bad, but there's a vast majority of scammers out there sending emails, spam and stuff like that so just be wary about stuff.
Thank you. I appreciate that warning. Let's wrap up by having you tell our listeners what is the Bacon System.
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The Bacon System is a book. It's available on Amazon, as all of mine are. You just go to Amazon, search Brian Basilico and you will find all my books all there. The Bacon System itself is a 12 Step program just like most others, but what it does is it really guides people stepbystep through how to create an online system that helps you to generate more business. There's three major components. I talk about the Marketing Trifecta that's number one. The second piece is Content Creation, which is doing blogs, podcasts, videos, graphics or whatever it is but creating content and then finding a way to repurpose that into what I call "Lead Magnets". A "Lead Magnet" is created when you write five blogs. Then you combine those into an eBook and then you give away that eBook to get people on your list. It could be "The Top 5 Things That Lawyers Need To Think About When Hiring a Legal Nurse". You then write five blog posts about that and now you've combined that into a lead magnet. When lawyers are searching for a legal nurse and they get to your website and see this free eBook, they might download it. Will they read it? Who knows, but at least it makes you top of mind. The third major component now that we've created content is content distribution. That is through email, through social media and through repurposing things like turning that eBook into a full blown book to turning it into a presentation that you can give at your Chamber of Commerce to turning it into a video series. There are a lot of things that you can do when you start to create content to build credibility, to build awareness and to build top of mind with the audience that you really want to reach. That's what the whole Bacon System is all about. It's about developing all of those things so that you create a system that helps you generate more business.
Thank you, Brian. I know that our listeners are going to want to get more information from you. How can they connect?
The easiest way is search Brian Basilico on Google. You will find me everywhere on Facebook, LinkedIn and Twitter. I love connections, © Copyright The Pat Iyer Group LegalNursePodcasts.com 14
so feel free to do that. You can find me at www.BrianBasilico.com. You can find my books at www.NotAboutU.com and there tons of different ways to get a hold of me, but just search Brian Basilico and you will find me anywhere. Pat:
Be sure to check out Brian's podcast, www.Baconpodcast.com. He releases episodes with great regularity. Thank you so much Brian for sharing your expertise with our group. I'm excited about what we shared. I know I've taken notes and there are some things that I need to be focusing on, so I appreciate your expertise.
Pat, it is always a pleasure to speak with you. Thank you so much for the opportunity.
Be sure to listen to Attorney Wayne Schoeneberg’s podcast in which he talks about marketing to attorneys. That is coming up in a future episode. You’re going to love his advice. Related Product How to Get All the Clients You Want Watch our on demand 9 hour course to get a thorough grounding in what you need to do to market your business. This course is presented by marketing experts and moderated by Pat Iyer. 1. You’ll learn and retain more in the six sessions (9 hours) than you can imagine. Our instructors understand what you need and how to get you there in the minimum amount of time. Drawing on their experience writing, coaching, consulting and teaching about their areas of expertise, they will give you the essentials. 2. You’ll get the ability to review the course over and over. Not only will your head be filled with useful information at the end of each session, you’ll be able to watch the replays and review the transcripts whenever you want. 3. You’ll receive great resource material. The bonuses will enhance your knowledge and give you terrific tools to use as you apply what you’ve learned. Get tools, checklists, tips, worksheets, scripts, and a sample fee agreement. © Copyright The Pat Iyer Group LegalNursePodcasts.com 15
4. You’ll learn skills and techniques you can use immediately. The course is not full of dry theory; it is a fast paced, comprehensive way to learn practical, useful information. You’ll find out how to overcome your fears, anticipate traps, and step up your marketing. Pat selected the instructors for more than just their great speaking skills – they were chosen for their real world experience and practical knowledge. 5. You’ll increase your abilities. Learn how to map out a marketing plan, carry it out, close sales, overcome objections, interpret body language, determine what to have on an LNC website, and give your clients such wonderful service that they’d be foolish to go elsewhere. 6. You’ll be able to earn 9 nursing contact hours. The option of contact hours for relicensure or recertification can be obtained for a nominal fee of $15. Get all the details at this link. http://legalnursebusiness.com/howToGetAll Check out the webinars, teleseminars, courses and books at legalnursebusiness.com. Expand your LNC skills with our resources. Explore coaching with Pat Iyer at LNCAcademy.com to get more clients, make more money and avoid expensive mistakes. Invest in the monthly webinars at LNCCEU.com for 2 webinars each month designed to deepen your knowledge and skills.
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Episode 7 How to Get to the Gold: Relationship Marketing Pat Iyer In this podcast I’ll share ideas on a passive and an active way to get business. First, the passive way. You connect with clients and prospects through social media. Sometimes I run into LNCs who are not part of social media and somewhat skeptical about whether it will help them. Why use social media for marketing a legal nurse consulting practice? Stripped apart, the term “social media” has two different pieces you’ll need to understand: the social aspect, and the media aspect. Most people know that the term social refers to interaction with others, including developing relationships and cultivating new connections. The term media, in this instance, refers to the way social information is exchanged. There are quite literally hundreds of social media networks. You could spend a lifetime developing profiles and engaging with connections both old and new on these networks. You need social media in order to present yourself in a certain way to legal professionals, as well as to help you make connections that allow you to succeed. Who Can Use Social Media? Whether or not you’re currently using social media in a personal capacity, or you are trying to make a legal nurse consulting business profile, there’s no better time than the present to jump on the social media bandwagon. You can rest assured that your competitors have already considered the importance of social media and networking, and may have already created profiles on various social media networks. The longer you wait to create profiles and begin to develop business connections, the more “behind the times” you’ll find yourself. It’s important to utilize social media because it’s 100% free (other than your time), farreaching and effective in developing a stronger client base. You’ll see the value of social media once you learn to effectively brand yourself professionally. How Can Social Media Benefit Your Business? Other forms of digital or print marketing may cost you hundreds or even ©Copyright The Pat Iyer Group LegalNursePodcasts.com 1
thousands of dollars to execute, while pretty much 100% of the basic functions of any social media network come at no cost. Social media can serve as incredibly effective, cheap marketing for your legal nurse consulting business. Social media also allows you to reach a new audience like never before. While your ambitions may not include interacting with professionals in other countries, social media gives you the ability to do so if you desire. Using this type of marketing, you’re able to reach out to folks who would’ve been impossible to connect with 20 years ago. Plus, you have the capacity to vastly increase your social network within your own country, or even local area. Just a few hours a day using social media tools will result in connections you never thought possible. Regardless of whether or not those connections are down the street or across the globe, you never know who you’re going to meet, or what effect your new connections will have on your professional networking. Let’s look at Direct Marketing What about the things social media can’t do? Many people using social media make the mistake of expecting direct marketing relationships or sales to result. Direct marketing is a way to reach customers that will result directly in a sale. Many people expect that they’re going to create social media profiles, and begin selling their products or services immediately online. Unfortunately, social media marketing isn’t a direct sales marketing technique. If you’re becoming involved in social media, patience should be your first virtue. Social media marketing is all about establishing relationships and developing connections with potential clients. For you, this means social media networking is going to serve as a way for people seeking your services to find out more about you. They will learn about the services you offer and what your business is like, and even see testimonials or interactions with previous legal professionals who have been happy with your services. You hope a lawyer viewing your social media profiles or Facebook business page gets so excited about what you do that he or she contacts you and ©Copyright The Pat Iyer Group LegalNursePodcasts.com 2
immediately engages you in business. In an ideal world, this would be the result – but unfortunately, social media doesn’t work that way. What you are looking for is efficient and low-cost branding that will make you look like you know what you’re doing. If a social media profile seems too simplistic a method of displaying that information, you’re not really thinking about social media the right way. It’s important to learn how to develop that sort of on-point advertising for yourself without expecting a direct sale. One of the main purposes of social media is for people to get to know you. It is a more passive way of becoming known. Next, let’s look at the power of referrals. This is an active way of getting business. Legal nurse consultants who don’t understand the value of asking for referrals to attorneys come up with these excuses. Here’s the excuse: I don’t know anyone who knows attorneys Anyone in your life may know attorneys. You don’t know who they know unless you ask. One of my coaching clients at LNCAcademy.com had a few minutes before she got called into seeing the dentist. As she talked to the dentist’s receptionist, she learned that the receptionist had a relative who was an attorney who handled medical cases. A man waiting in the reception area overheard the conversation. He volunteered that he knew an attorney – two leads based on one conversation. Not bad! At one point in my life I went through training to sell skin care products. One of the concepts we were repeatedly told was, “Talk to people. Talk to people. And talk to people.” You won’t find out about your contacts’ connections with attorneys unless you speak about what you do. 2. Here’s another excuse: I just moved to a new area and I don’t know anyone Make a list of all the people who you do know from your previous location. Tell them about your business. Join a networking group and start meeting people in your local area. Go to meetup.com and find people with common interests. Join a church or civic group. Stick around after the event and talk to people. Be friendly. Focus on them; they’ll ask you about you and your business. 3. Here’s the excuse: It feels uncomfortable to be asking for referrals or introductions to an attorney ©Copyright The Pat Iyer Group LegalNursePodcasts.com 3
Sure, it does, and it takes practice and experience, which you won’t get if you don’t try. In 1987, after I did my first case as an expert witness, I asked my defense client if he would give me the names of 10 attorneys I could contact to introduce myself. Sure, I set my sights high, not knowing that 10 was a large number to ask for. To my eternal gratitude, he gave me the names of 10 attorneys, who I contacted. I got work from some of them – for the next 25 years. Was it worthwhile asking my first client for referrals? You bet. 4. Here’s another excuse: Successful people don’t ask for work Have you ever looked at a newspaper written for attorneys? I recommend you subscribe, primarily to learn about the issues affecting attorneys and to identify the people winning cases. When you flip through an attorney newspaper, you will see prominent attorneys asking for referrals. For example, it is common for medical malpractice firms to solicit cases from attorneys who are not specialized in these cases. If they can do it so can you. 5. Here’s the last excuse: I don’t want to ask for a favor You are not imposing on people; you’re giving them an opportunity to help you. Do you enjoy helping someone? In the same way, your contacts will be glad to refer you if they know you, trust you, and believe you can help people they know. If you perform well, your contact will be delighted to keep recommending you to attorneys. Your excellent services make your referral sources look and feel good. Asking for referrals will build your business. I offer more great tips about referrals during my free webinar, Get More Clients and Leave Your Competitors in the Dust. Watch the on demand replay at this link. Legalnursebusiness.com/dust Be sure to listen to Attorney Wayne Schoeneberg’s podcast in which he talks about marketing to attorneys. That is coming up in a future episode. You’re going to love his advice.
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Check out the webinars, teleseminars, courses and books at legalnursebusiness.com. Expand your LNC skills with our resources. Explore coaching with Pat Iyer at LNCAcademy.com to get more clients, make more money and avoid expensive mistakes. Invest in the monthly webinars at LNCCEU.com for 2 webinars each month designed to deepen your knowledge and skills.
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