In today’s digital world, clients control their buying experience. People want to feel like they have found you and decided to work with you. Therefore, nurture your relationships with your clients and prospects.
As a business owner, you want to create a marketing program that showcases your company’s value so that clients come to you rather than you having to chase them. In marketing speak, this is called “Inbound vs. Outbound Marketing.”
How to Nurture Your Relationships with Prospects
Inbound vs. Outbound Marketing
Inbound marketing uses content, social media, and search engine optimization to draw attorney clients to your services.
Outbound marketing involves using techniques to become more visible, such as exhibiting, cold calls, email blasts, and print and television ads.
There’s a lot of content on websites, social media posts, and video sites. By giving your clients something valuable, you can build a relationship with them and do what we call “Pull vs. Push Marketing.”
Pull vs. Push Marketing
You want to become the hunted, not the hunter. Make yourself so valuable and desirable that people want to do business with you. We started with Facebook ten years ago, and now it’s a marketing powerhouse. You can reach thousands of people for very low ad prices right now: that’s exciting if you do it right.
Email marketing is most manageable when using a mailing service like GetResponse, Aweber, or Constant Contact.
You will need a service like this to send out more than a handful of emails simultaneously.
Nurture Your Relationships Using Email
Email marketing is one of the best ways legal nurse consultants can build trust and demonstrate expertise. Use it to give away things like free samples or free reports. Free videos are great. Provide little two-to-three-minute videos about your business. Your videos could present why you love being a legal nurse consultant.
You could talk about a case (being careful to obscure details and names) and convey the gratification the verdict gave you. Describe how much you enjoy helping lawyers. Presentations are great, as are webcasts or webinars. Free advice is very popular. Create a once-a-week advice column you send out to your list. Disseminate relevant content your clients would be interested in. You could give a gift if they send you a case.
The more relevant the free material is to your clients, the more likely they will be engaged with and pay attention to it in this world of information overload.
As an analogy, if you’re a pet store marketing cat stuff to people who only like dogs, you’ll probably be very successful. If you understand your clients and know what they want, you want to send them cat stuff if they’re cat people. You can do that with digital marketing today.
In the legal nurse consulting, many legal nurse consultants put out websites or brochures about helping attorneys identify standards of care, a term that medical malpractice attorneys are very interested in. However, attorneys who handle car accident cases or worker’s compensation injuries are not interested in that term.
There are so many social media channels today that using them can be confusing. Experts I’ve asked say the top social media channels for businesses are Facebook, YouTube, and LinkedIn.
Facebook is by far the biggest, with 1.3 billion daily active users or 72% of adult Internet users.
Seventy-three percent of Facebook users say they use Facebook for professional purposes. They might not have professional websites. Maybe they’re on Facebook to see what’s happening with their friends. If you’re putting an ad up that appeals to attorneys, even though they might not be on there for professional purposes at the time, that’s still their profession, and they will still take notice.
Facebook gets the most engaged user base, with people logging on and off several times a day. Advertising on Facebook is relatively cheap right now. For something like $150, you can reach at least 5,000 people.
LinkedIn is also a good channel if you are a business-to-business client, which legal nurse consultants would be.
In fact, 46% of online adults who have graduated from college use LinkedIn. LinkedIn is a great place not only for business but also for staying connected to contacts and colleagues, especially clients. You can find new clients on LinkedIn.
People are often concerned about accepting a connection request. They think, “I don’t know if I know this person, but they have asked to connect to me on LinkedIn.” More often than not, it’s a good idea to connect to them as long as they look like a legitimate business person.
You can find more people or be connected to more people based on the people in your network. The more first connections you have, the more second connections you can reach out to.
There’s a whole strategy behind using LinkedIn to ask people who your first-level connections are to introduce you to, for example, an attorney you are attempting to reach. You can get better visibility with LinkedIn by sharing blog posts on the timeline or as LinkedIn articles. You can be active in LinkedIn groups by commenting, offering information, or sharing opinions. There are many ways that people on LinkedIn can get to know you better.
I run a LinkedIn marketing group called “Legal Nurse Consultant Marketing.”
It’s a great way to ask questions or share information about your perspective as a legal nurse consultant.
YouTube
YouTube is by far the most lucrative social media channel for businesses, but for some reason, many businesses are not on YouTube. Only 38% of self-employed business owners are using YouTube for marketing purposes. YouTube is huge. It has over a billion active users, or 1/3 of everyone using the Internet. Four times as many clients would rather watch a video about a product than read about it. Almost 50% of Internet users look for videos related to a product or service before actually visiting a store for that product. We all know that in today’s world, video is huge. People want to see the video. People would rather watch a video than read text; video is also very personal. You can connect with people over video.
Conclusion
In the evolving world of digital marketing, nurturing relationships with prospects requires a blend of strategic outreach and valuable content. By embracing the principles of inbound marketing, utilizing the power of email, and making the most of social media platforms like Facebook, LinkedIn, and YouTube, you can position yourself as the go-to expert in your field. The key to success lies in offering value—whether through insightful content, engaging videos, or personalized emails—that attracts prospects and turns them into loyal clients. As you build these relationships, you’ll find that clients are drawn to you and eager to engage with the unique value your business offers. In doing so, you’ll transform your marketing approach from pursuit to attraction, ensuring long-term success in the digital marketplace.
Learn more by joining us for the 10th LNC online conference moderated by Barbara Levin and myself, the two LNCs most experienced in putting on an online LNC conference. Get the details and your ticket here.
Pat Iyer is president of The Pat Iyer Group, which develops resources to assist LNCs in obtaining more clients, making more money, and achieving their business goals and dreams.
Have you heard the most recent podcasts on Legal Nurse Podcast? The show is in its 8th year, putting it in the top 1% of all podcasts for its longevity. Watch our podcast on YouTube at http://LNC.tips/YouTube.
Join our Facebook group, LNC Business Growth Circle, to be part of our LNC community.
Pat’s related websites include the continuing education provided on LNCEU.com, the podcasts broadcast at podcast.legalnursebusiness.com, and writing tips supplied at patiyer.com.
Get all of Pat’s content in one place by downloading the mobile app, Expert Edu at www.legalnursebusiness.com/expertedu. Watch videos, listen to podcasts, read blogs, watch online courses and training, and more.