5 ways your firm can tweet its way to referral success

 

To tweet or not to tweet, that is the question? With apologies to Shakespeare, that is the question, which many accountants and lawyers are pondering. Is Twitter a waste of time or a serious business marketing tool? In my opinion, and the managing partner’s opinion, whom I was lunching with yesterday, the answer is well and truly yes. As my companion put it, her fellow partners tended to be less scathing and far more interested in using twitter after she won a £100k piece of business using it.  That’s a sizeable piece of business for any firm…

So, what are the secrets to winning referrals via twitter:

1. Use it as a keeping in touch tool

Twitter is a great networking tool, and makes it easy to keep in regular contact with your network – without seeming too forward or pushy. Use the list functionality within twitter to group together your prospects, members of the networks your firm participates in, introducers and current clients. Then discipline yourself to check the tweets on this list, and have a chat with people on the list every day.

2. Integrate twitter into your every day business routine

Cast your mind back 25 years, when email was starting to become a business tool. If you can remember that far back, I bet you were wondering how you would fit checking and writing emails into your daily working routine. Now, you just do it… right? Well, it’s the same with Twitter, make checking and tweeting part of your every day routine. So, when you check your emails, check your tweets.

3. Know why you (and others in your firm) are on twitter

Using Twitter in a vacuum is just the same as going to a face-to-face networking event and wondering why you bothered to turn up in the first place. Before you embrace the full delights of twitter, take some time to consider the answers to the following questions:

  • Who do you want to meet and communicate with on twitter?
  • How will this help you generate and convert more of your leads?
  • What type of content will you regularly share to help attract the right kind of followers to you?

4. Treat twitter as an extension of your face-to-face networking activities

The same etiquette, which you would use for face-to-face networking, exists on line. Spend the time to get to know people before you suggest a phone call to get to know them better. Don’t be tempted to ‘sell’ your services via twitter.

5. Engage with other people on Twitter

You can delegate tweeting your content, e.g. links to articles or your blog, tips – but for maximum impact you can’t delegate or schedule the engagement with your followers. I.e. the conversations you have with them. So, take a deep breathe and take the initiative and find people to follow and talk too.

What success has your firm had with using Twitter to generate referrals?

Comments

How to tweet

ellenjenkins | | Permalink

Hi - I am finding twitter a minefield as there are so many tweets out there.  Do people actually read them and is it really a way to get to know your potential clients?  There are so many tweets coming through on an hourly basis how can your tweet be seen amongst all of these?!

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I help professionals, mostly accountants and lawyers become the Go-To-Expert. After joining BDO LLP in 2004, I have now almost clocked up ten years working predominantly with accountants helping them achieve their career and business goals. Unusually for someone with an Engineering Degree, I accidentally became a writer and used my knowledge on social media to write the current best-selling and award-winning book on networking, The FT Guide To Business Networking. (over 100 five star reviews on amazon) In 2012, the book I always wanted to write, 'How to make partner and still have a life' was published. In March 2014, my latest book, 'The Go-To-Expert: How to build your reputation, differentiate yourself from the competition and win business' was published. People frequently talk about me as someone who really knows her stuff – which may be the reason I have, over the last decade, worked with over 300 partners, coached and trained over 2000 professionals at every level of the UK’s most ambitious professional practices. 

I am honoured to have been asked to judge the British Accountancy Awards in 2011 and 2012. I am a member of the Accountant's Club Global Advisory Panel, and write regularly on practice management issues for CCH.

Myself, and Jon (my co-director) are approved Growth Accelerator Coaches. This means that we can if you are eligible, through the Growth Accelerator scheme, help you get some coaching funded by the scheme. Click here for more details to see whether you are eligible for the scheme.

Read how we have helped one of our accountancy clients access Growth Accelerator funding to grow their turnover by nearly 50% and profits by over 200%

The types of work I am currently helping my small professional practice clients with, includes:

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3) Enabling a £300k t/o practice grow to £1m by helping it sort out it's profitability by adding in efficient systems and processes, and increasing the quality of the  lead generation by marketing to a niche

4) Facilitating the growth of a one man band practice into a 3 person practice by helping increase the lead generation and conversion rate of leads, plus keeping the practice owner accountable to his goals.

The Excedia Group was founded by myself and Jon Baker to bring clarity, perspective and knowledge to help our clients achieve their business goals. We specialise in working with highly technical individuals, typically lawyers and accountants, helping them to get out of their comfort zone and build a profitable and sustainable client portfolio whilst handling the challenges of leading a business. 

My work splits into about 50% Executive & Business Coaching with Partners & potential partners, with the rest split between training, consultancy and writing.

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