marketing & business development for lawyers royal faculty of procurators in glasgow wednesday 1...

MARKETING & BUSINESS DEVELOPMENT FOR LAWYERS

Royal Faculty of Procurators in GlasgowWednesday 1st May 2013

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

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

A STRONG BRAND

A strong brand ensures:

Client retentionAND

Client acquisition

DIFFERENTIATE FROM SIMILAR OFFERINGS

LEADING LAW FIRM BRANDS

MARKETING TOOLKIT

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

HOW TO CREATE THOUGHT LEADERSHIP

1. Address a specific audience2. Identify questions3. Answer those questions4. Make it interesting5. Invite participation6. Market thought leadership like a product –

seminars, workshops, lunch discussions, written briefings, reports

MARKETING COMMUNICATIONS & ACTIVITIES

Ebulletins and briefings Speaker opportunities Seminars and conferences Tailored workshops Lunch forums

SOCIAL MEDIA

The world is small Engagement with stakeholders Generational impact

HOW TO MAKE IT WORK

Use it to build relationships Teach, don’t sell Distribute valuable content Listen to clients Create a personality

SOCIAL MEDIA IN 60 SECONDS

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!

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

NETWORKING

It’s good to talk Elevator pitch Do your homework

PIPELINE

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?

CONTACT DETAILS

Julie HechtPelo MarketingT / 07973 423 373E / julie.hecht@pelomarketing.co.ukW / www.pelomarketing.co.uk