Blogging and relationship marketing go together. Blogging shows your expertise – you’re connecting with them, but you are not selling them anything. You just try to be that resource for them or at least provide them with good information on your web site that can help them.
The focus of a blog is not selling. It’s more educating, communicating, giving attorneys 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 your target audience.
Attorneys are inundated with marketing messages. Not only are they inundated with messages from legal nurse consultants, 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.” They are bombarded by all kinds of people knowing that (a) they have money and (b) that they are a good prospect.
Blogging and Relationship Marketing go Hand in Hand
Use your blog to educate attorneys, train them and teach them something new. By doing that you start to build that “Know, Like and Trust” factor. It’s about them.
People listen to two different radio stations, especially on the Internet and face-to-face. 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 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 on a blog that helps the other person, that’s where they are going to see the results.
There is a common misperception that many small business owners and legal nurse consultants have, which is its effective to say, “Let me tell you all about the services that I offer”. Unfortunately the services are the same over-and-over 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.
Blogging and relationship marketing supply information to the prospect that will entice that attorney to be able to engage with a legal nurse consultant and find out more. This is one of the primary purposes of a blog.
A lot of people treat networking 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?”
Blogging and relationship marketing put some of the pieces of the puzzle together.
Explore the power of relationship marketing by listening to 2 podcasts on this topic:
- Relationship Marketing: How to Develop Know, Like and Trust Factors by Brian Basilico. This is LNP (legal nurse podcast) 6.
- How to Get to the Gold: Relationship Marketing, an Iyer’s Insights by Pat Iyer. This is LNP 7.