Creating Content Doesn’t Have to be Difficult

I’ve recently had a number of client discussions about creating content for websites and blogs.  The below information is adapted from an article I wrote for the KY Dental Association’s membership publication in 2012.  It provides several tips to remember if you’re goal is creating content that works.

When it comes to the Internet, there’s a saying that rings true, “Content is king.” However, what exactly does that mean and how can you make it work for you?  Before we jump into this, let’s consider a few issues:

• Content provides information for the search engines (e.g. Google) to review and stash in their “memory banks.”
• When writing effective website content, it is important to understand the goal for the site (e.g. informative, educational, persuasive, etc.).
• Content still needs to be written in a way that attracts the viewer’s attention.
• Most people forget the previous point.

So let’s focus briefly on content creation.

Google and other search engines continue to place emphasis on quality content. The key is to have a consistent trickle of new content over time.

As you consider topics, try laying them out on an editorial calendar.  This exercise helps you to make sure that you have pages/post addressing the various practice areas of your firm.  It’s not uncommon to have a single individual, or small group, assigned to creating content.  The problem is that people tend to write about subjects they themselves are interested in or have a certain level of expertise.

Make sure you have a diversity of topics so you appeal to a broader range of potential clients.

If your firm handles a number of types of cases, contributing articles for one subject is great for that single practice area.  However, it can lead to an over-emphasis and leave the reader with the impression that the other areas really aren’t that important to you. Focus on achieving balance when you’re creating content.

Using an editorial calendar enables you to visualize specifically what topics are being covered. You can also use it to identify which channel(s) you’re going to use to disseminate the information (e.g. web page, blog post, Facebook, LinkedIn, Twitter, trade publications and even YouTube).

In business, the acronym WIIFM (pronounced wiff-em) stands for What’s In It For Me. It’s a key question I try to answer any time I’m creating content for a website or writing a blog post. Ultimately, to keep the reader engaged, you’ve got to remember that to some extent we’re all selfish.

Time is our most precious asset.  In most cases, people are willing to give you some of their time if you can provide something useful or valuable.  When you’re drafting your article, pick out a few key points, but instead of simply dumping a bunch of facts and figures, consider how and/or why this information is important to the reader.  Then, write from that perspective.

Let’s look at a couple of examples:

Fact #1:  Our business uses complex accounting software and has invested hundreds of hours in developing ways to sell our services to more and more clients.

Consider the WIIFM approach:  Our firm can help you to work thought complicated accounting issues by utilizing the latest accounting systems and our first-hand experience.

Fact #2:  I have established a suburban office so I can get home quicker.

Consider the WIIFM approach:  Our convenient suburban location means that you don’t have to fight downtown traffic just to meet with us.

To be clear, I’m not saying you should manipulate the readers/prospective clients.  If they see value in what you’re providing, you’re much more likely to have piqued their interest and possibly convinced them to engage with you.

Once you’ve finalized your draft, make sure you’ve inserted a few on-page links to other pages within your website or blog.  Doing so enables your readers, and the search engines, to easily access related topics on other pages.  This is an omission I see fairly often.

Creating content that works takes effort, but you’ll get better with it each time you do it. Plan the topics for the month, make sure you’re writing with the prospective client in mind, link the new content to some existing pages, then broadcast the content across a variety of channels.

The next time you are about to upload a bunch of information, remember to ask yourself an important question, “If I’m the reader, WIIFM?”

If you found this post helpful, please share it with your colleagues and friends.  I’m available to consult with you about practice management and business development issues.  You can contact me at:  (502) 208-9639.

Generating New Clients – The Lifeblood of a Successful Venture

One of the biggest let downs any professional experiences, is seeing a prospective client walk away without agreeing to do business.  That’s assuming he kept the initial appointment in the first place.  You’ve committed your two most important assets (time and money) to generating new clients.  You’ve arranged your office and conference room for maximum impact.  You’ve orchestrated key facts to differentiate you and planned your discussion points.  But when the initial meeting concludes, your prospective client simply leaves.  If that’s happening more than you think it should, it’s time to focus on improving your new client-closing rate.

I’m a process and metrics guy.  I’ve worked with clients to help them focus on a few important steps, or missteps, to improve the overall performance of their businesses.  It’s a cliché but I’m going to say it anyway, for most businesses, new clients are the lifeblood of a successful venture.   When you stop to consider all of the effort that goes into securing those new business relationships, seeing them slip away is a painful reality.

I read an article in a 2013 edition of Trial magazine that stated, “the overall cost to acquire a lead is somewhere between $250-$300.  Unfortunately, the average law firm only successfully closes about 20% of those leads.”  Regardless of your type of business, similar metrics probably hold true.  Then factor in your staff’s time to field the call, time spent scheduling and preparing for the meeting, and the necessary work to follow up and eventually close the deal.  Generating a consistent flow of new client leads might be a significant waste of time and money if your ability to convert those leads is low.

Many professionals measure the number of leads generated.  That’s a good start.  But I recommend also monitoring the number of no-shows.  You’ve already spent time and money getting the appointment.  Converting that prospect into a client is now your primary goal.  Establish your benchmarks and then take steps to improve your conversion rate.

Here are 5 steps to implement to improve your new client-closing rate:

1. Make sure you secure an email address from your prospective client during the initial intake.  Your staff is used to getting contact numbers, but an email address opens up your ability to leverage a few more tools you can use to your advantage.
2. Once there’s an appointment on the calendar, immediately send an introductory email.  Think of it as an early thank you note.  This individual just agreed to give you one of his/her most important assets: time.  Remember, you don’t “deserve” this client, he/she doesn’t have an emotional commitment to you, and he/she hasn’t agreed to retain you, yet.
3. Consider including a brief video so you can deliver some basic information “in person.”  Maybe you’ve recently written a blog post or article relevant to your prospect’s situation.  You can use your video to encourage him to visit specific areas of your website/blog.  Remember to thank her for placing trust in you.  Your objective (at this point) is to help this individual become familiar with you and most importantly, to keep that initial appointment.
4. Have your staff send an appointment reminder 2 days before the scheduled meeting, and then either the evening before or morning of the actual appointment.  You might have your staff do this either via text message or an email.  In today’s environment, a text is an accepted way to communicate.  There are automated programs you can utilize to handle this task.
5. Make sure you have a plan for post-meeting follow-up.  Establish a firm understanding of your next steps.  Send a thank you message including a couple high-level points from your discussion.  It’s a great opportunity for another quick video.  Consider sending a summary email of the discussion.  Use this opportunity to remind your prospect of the comments they liked.  Above all, re-enforce the bond the two of you established.

I’ve often found that most of my clients are pretty good at getting the person to sign up, once they actually have a chance to speak face to face.  Many seasoned attorneys and other professionals have an effective “take down speech.”   If it’s a case they want, they know how to get it.  In that situation, the math is simple.  If you want to develop your business by generating new clients, focus on making sure your first-time appointments actually occur.  It may sound overly basic, but you’d be amazed at how important this step really is.  Improving your new client-closing rate all starts with getting them to actually show up.

Someone convinced you to launch a website and blog.  Everything’s up and running, so now what?  You may need content ideas.

Finding Content Ideas is Easier Than You Think

One of the best things you can do to make your site show up on Google and other search engines is to consistently add content.  Finding enough topics to write about is a challenge many professionals fear.  Unfortunately that usually leads to a lack of interest and eventually the whole idea may seem like a huge waste of time and money.  The solution may be much easier than you think.

I have 2 blogs, a couple of YouTube channels, draft articles for professional organizations and create content for a number of clients.  I’ll admit, sometimes you simply run out of things to say.  So yeah, I get it.  Here are 3 simple ways I’ve found to easily find content ideas:

1)  Listen to the questions asked by your new clients.  Generally speaking, you know a lot about your specific area of business, be that law, medicine, therapy, etc.  After all, you’re the Subject Matter Expert (the “Schmee”), right?  While you may know it, the person sitting across from you doesn’t.  When they ask even basic questions, remember many other people probably have the exact same questions.  Make a list of those questions and add to it whenever possible.  Use your blog and social media properties to provide answers.  Google views that as topically relevant content.  The more authoritative your site appears, the better it’ll perform for related searches.  Listen to your clients.  They’ll tell you exactly what write about today.

2)  Is there a story in the news involving your area of expertise?  Add to the conversation by blogging or making a quick video about it.  When topics are covered by the media, it always leads to people looking for additional information.  If you join the dialog, you can literally ride the wave that’s already been created.  Google wants to serve up information that’s related to a particular issue.  If you post about it on your blog, it’s quite possible your content can quickly gain visibility and actually be linked to by others.  Take a few minutes to look at the local and national media.  What’s currently trending?  If it’s a topic you know, jump in…the water’s fine.

3)  Most of us read “industry” publications.  You may read articles online, have a few print subscriptions, or subscribe to newsletters from trade organizations.  These are great sources of content ideas.  The important thing to do make a habit of scanning for articles you could comment about on your own blog.  By the way, here’s a ProTip:  Put it on your calendar.  If you don’t add these activities to your calendar, they probably won’t get done.

Content creation doesn’t have to be as difficult as it might seem.  By incorporating one or more of the above 3 content ideas, you’ll find more topics that you originally realized.  Remember, you don’t have to reinvent the wheel.  Add perceived value based on your personal experience and knowledge.  The key is to simply be consistent.  The results are going to surprise you.