Growing Your Business The Enchanting Way

May 7, 2015

Trying to grow your business through social media and getting minimal to no results? Perhaps you should consider the enchanting way.

This week on the Social Media Social Hour podcast, I’m talking with Jacob Sapochnick, US imminigration lawyer based in San Diego, CA. During this episode we discuss how to grow your business with social media and the enchanting way system.

About the show:

The Social Media Social Hour is a podcast for marketers and entrepreneurs looking to get on the social media fast track. The podcast is an interview format, where each week I get up close and personal with top brands and influencers to talk social media, tech and online marketing. Each week I also share tools that I personally use to help me with social media management, sales, marketing, accounts management, and productivity. The Social Media Social Hour is presented by Scoreboard Social.

In this episode, here is what you’ll discover:

About Jacob Sapochnick:

  • U.S. Immigration lawyer based in San Diego
  • Blogger at Enchanting
  • Podcaster
  • Social media expert
  • His story:
    • When he started his law firm in 2004 (the year Facebook launched), he knew he couldn’t compete with the big firms pouring money into YellowPages, etc. so he had to turn to social
      • Had one of the first legal blogs – Visa Lawyer Blog
        • Was contacted by a Fox reporter to be featured on their segment as an expert.
          • Realized he was perceived as an expert because he had content “out there” and he was writing and giving information for free.
      • Got on Facebook in 2010
        • Transitioned from blasting content to building a community.
      • Goal was to reach as many people as possible.
        • One week they’re engagement even beat Coca-Cola!

About “The Enchanting Way”:

  • A system developed at Enchanting Lawyer
    • Components:
      • A system in place to get the leads.
        • Based on social platform.
          • Provide information for free.
      • Nurturing the leads
        • Consistent follow up
        • Offers reassurance that they made the right decision
        • Quick service and responses
      • Empowers the team
        • By relying on the system, it removes the need to wait for a progression through the hierarchy.
    • Allows for:
      • The creation of quality leads coming into the business
      • Providing service correctly
        • Everything is documented
        • Everything is systematized
      • The business to continue to work well without everyone present because of empowerment.
    •  Process:
      • Once they get leads on social, they nurture them & make them feel like part of the family.
      • Starts on social – that’s where they get the leads
        • Doesn’t end there – continue to grow with the clients by being kind and helpful.
    • Concept: Provide the tools, information, and content  for free in such an amount that people come to them and say, “Wow. What would you do if we paid you?”
      • Never sell on social.
        • We just want to build a community of people who like what we do and maybe one day, if they need a lawyer, they’ll call us.
    • Facebook page right now has 117,000 fans!
      • Huge for a service business and especially law firm
    • Strategies:
      • Use Facebook targeting to laser focus on people that they would never be able to reach with general ads
      • Posts about 9-11 times a day spaced out from 7:30am-11pm
      • Follow the news closely and react quickly with relevant content
        • Increased organic engagement because it’s trending

Mentionable Quotes:

  • “You don’t have to reinvent the wheel – it’s all there, it’s just trying to see what works, moving things around, changing times.”
  • “It’s key to follow the trending things that are happening because it definitely helps in the reach and Facebook loves that, especially if it’s relevant and authentic.”
  • “We always want to be visible in the reach.”

Items/people mentioned in the show:

Jacob’s Social Media Six Pack:

  1. What would you rather watch: boxing, MMA, or neither? MMA.
  2. Did you ever a childhood teddy bear and if so, what was his name? I didn’t have a Teddy Bear.
  3. What was the last Podcast you listened to? An episode of Serial.
  4. What’s one TV show that gets you absolutely excited? Breaking Bad.
  5. When you were a child, what did you want to be when you grew up? An actor.
  6. What’s the most common question people ask you when they find out you’re a lawyer? How much do you charge?

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