One of the items we picked up on the #HootLegal webinar yesterday (3rd February 2015) is selling!
In our honest opinion, most of the webinar was focused around how as legal professionals you need to make sure you are on Twitter, Facebook, LinkedIn etc to promote and sell yourself…
Unfortunately for the first time in a Hootsuite Webinar, we personally found ourselves slightly disagreeing and thinking that yes selling is important, but we need to do things differently instead of having to keep changing our strategies.
From discussions and conversations I have heard and taken part in over the last 12 to 18 months, what you should be doing is creating and sharing content that is relevant to your audience And BEYOND. The reason for beyond, is that Generation Y, Millennials and Generation Z are moving and distancing themselves from adverts, selling and been sold too.
Therefore, you need to create the content to share and get your audience to engage with you. Once these people start engaging with you, they will start talking about what you are doing, which in turn becomes Social Sharing and thus Social Selling.
These people and their friends will want to deal with you due to the way you are sharing and communicating with them.
So, don’t be pushy, don’t sell BUT communicate, collaborate and engage TO create relationships that shows trust and THUS you are Social Selling you and your practice to your audience.
More and more of these Generations
are now moving into what some would say is “Lazy” whilst others will say “Savvy”, “Smart” and “Obvious” ways of doing things – because they aren’t moving but staying put! By this, they mean they are on a single platform like Facebook, LinkedIn or Twitter and they search for things on there.
The search results show firstly by Hashtag or the words/phrases being in the items shared by your friends/first line level of connections. Due to these results been from people this close, they trust and value these people’s opinions and then enter into conversations based on this.
If nothing is found here, then the results are of friends of friends/second line connections.And finally, if nothing is there, they ask Siri or Cortana as it is a single button push a way. This is just because they don’t have to close App’s down/change screen – hence people saying “Lazy”, “Savvy”, “Smart” and “Obviously”
Which all leads back to creating the content that means people are communicating to encourage and develop engagement. From here, the art of conversation leads to discussion and in turn word of mouth advertising or referral marketing.
And at no point was any selling or advertising done – is was all about creating engagement by the right level of content marketing….
Also, if you are following the latest market moves with regards to audio and vision technology, we are seeing the rise of Cord Cutters
becoming bigger and bigger. This generation of Cord Cutters
are becoming mobile and less reliant on wire services. More and more it common that people are using iTunes, Soundcloud and Spotify to listen to music whilst they are watching using Amazon Prime, Netflix, YouTube or recording shows to watch later.
Simple! By doing this, they can listen and watch when they want and to as little, much or fast as they want. Thus meaning they are skipping adverts which means they listen and watch what they came to do!
If they are cutting out adverts, how do they get to find things outs? By word of mouth or conversations that their friends/first line connections are talking about or discussing…..
So, remember, make sure you are creating the right content that will create the engagement to make people talk about it….
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