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Marketing & business development for lawyers

Marketing & business development for lawyers. Royal Faculty of Procurators in Glasgow Wednesday 1 st May 2013. Marketing strategies. thought leadership marketing communications and value added client activities social media and blogs PR / article writing

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Marketing & business development for lawyers

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  1. Marketing & business development for lawyers Royal Faculty of Procurators in Glasgow Wednesday 1st May 2013

  2. Marketing strategies • thought leadership • marketing communications and value added client activities • social media and blogs • PR / article writing • networking and relationship building • business development • targeting and CRM

  3. brand • Not just a logo • Brand = the embodiment of the promise that a product, service or company will deliver or be experienced by the client • Identity • Service • What your clients say it is • Feeling • Expectation

  4. A strong brand • A strong brand ensures: Client retention AND Client acquisition

  5. differentiate from similar offerings

  6. Leading law firm brands

  7. Marketing toolkit

  8. Thought leadership • A thought leader is a person / firm who is recognised and profits from a recognition of authority • Entry point into a relationship - intrigue / inspire / challenge • Content strategy

  9. How to create thought leadership • Address a specific audience • Identify questions • Answer those questions • Make it interesting • Invite participation • Market thought leadership like a product – seminars, workshops, lunch discussions, written briefings, reports

  10. MARKETING COMMUNICATIONS & ACTIVITiES • Ebulletins and briefings • Speaker opportunities • Seminars and conferences • Tailored workshops • Lunch forums

  11. Social media • The world is small • Engagement with stakeholders • Generational impact

  12. How to make it work • Use it to build relationships • Teach, don’t sell • Distribute valuable content • Listen to clients • Create a personality

  13. Social media in 60 seconds

  14. LINKEDIN TIPS • Make connections • Create a solid profile • Acknowledge every new connection • Update your status and share information • Join relevant groups • Engage in discussions • Monitor who is viewing your profile • Keep it going!

  15. PR • PR is key to enhancing a firm’s reputation • Reach out to new clients • Opportunity to provide targeted messages • It is free and more credible than paid for advertising • Newspapers / trade publications / radio & tv / social media

  16. NETWORKING • It’s good to talk • Elevator pitch • Do your homework

  17. pipeline

  18. Is Marketing necessary? • Increased competition • Skepticism in the legal sector • Need to differentiate yourself as specialists • What can you offer your clients & how can you demonstrate this?

  19. CONTACT DETAILS Julie Hecht Pelo Marketing T / 07973 423 373 E / julie.hecht@pelomarketing.co.uk W / www.pelomarketing.co.uk

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