marketing & business development for lawyers royal faculty of procurators in glasgow wednesday 1...
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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 / [email protected] / www.pelomarketing.co.uk