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  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 retention AND Client acquisition

DIFFERENTIATE FROM SIMILAR OFFERINGS

LEADING LAW FIRM BRANDS

MARKETING TOOLKIT STRATEGIC MARKETING PLAN External communications Online presencePR Thought leadership Conferences Seminars & workshops

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 audience 2.Identify questions 3.Answer those questions 4.Make it interesting 5.Invite participation 6.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 Base 1Base 2Base 3

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 Hecht Pelo Marketing T / E / W /