Rainmaking for Small Firms

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This document outlines various business development and marketing strategies and tools for lawyers, including supplemental materials, the marketing and sales process, developing goals and objectives, niche analysis, client-centric approaches, networking, client retention, and time management. It encourages developing a strategic marketing plan, allocating a percentage of gross collections to marketing, and hiring proven marketing vendors.

Marketing

#SuccessTrackESQ
Supplemental Materials
1. Business Development Outline
2. Business Development Self-Assessment
3. Time Management Self-Assessment
4. Niche Analysis Tool
5. Quick Impact List to Build Trust
6. How Client Choose
7. Evaluation and Follow-Up Information
#SuccessTrackESQ

#SuccessTrackESQ
Download at www.SuccessTrackESQ.com
#SuccessTrackESQ

#SuccessTrackESQ#SuccessTrackESQ
Marketing
Activities that build visibility and credibility in
a targeted marketplace
You to audiences (not 1 to 1)
(Writing, speaking, website, social media, etc)

#SuccessTrackESQ#SuccessTrackESQ
Sales
Interactions that specifically get you hired
1 to 1
(Follow-ups, demo meetings, proposals, etc)

Pipeline
Suspect  Prospect 
Opportunity 
Lead 
Client (or COI)
#SuccessTrackESQ

#SuccessTrackESQ#SuccessTrackESQ
Suspect
Prospect
Lead
Opportunity
Marketing
Sales
Client (or COI)
Visibility, Education
Engagement, Persuasion

#SuccessTrackESQ
• Develop goals AND objectives
• Use key metrics (volume, dollars, time)
• Analyze 3-year lookback of KMs &
marketing activities
• Refine goals and objectives based on the
Business Development Outline

• Niched practice areas/legal needs
• Sector/vertical/demographic
• Research trends
• Niche Analysis Tool
#SuccessTrackESQ

• Client-centricity vs. lawyer centricity
• Why you’re passionate about your work
• Convey understanding of triggering events
• Demonstrate relevance
• Focus on what clients experience
#SuccessTrackESQ

• Complete Your Contacts List
• Add To It Constantly (Copy2Contact)
• Tend It Quarterly
• Use It Monthly To Connect
#SuccessTrackESQ

• SEO, Social Media, Google Local,
Directories = Get Found
• Content = Engage Your Audience
• Conversion = Prompt Action
• Hold Your Vendors Accountable
#SuccessTrackESQ

#SuccessTrackESQ
• Strategic Networking & Community/Board
Participation
• Cultivate Centers of Influence (COI’s)
• Practice Trust-Enhancing Behaviors
• TOMA
• Book: Business By Referral

#SuccessTrackESQ
• Client Welcome Packet (expectations)
• Client experience (communication, service)
• Learn about them beyond the matter
• System to touch on significant dates
• Mutual promotion

• Review and analyze ROI of previous
and current marketing expenses
• Allocate 2.5 – 6% of previous year’s
gross collections
• Hire proven vendors with strong track
records #SuccessTrackESQ

• Calendar time for marketing
• Plan weekly and monthly activity
• Prep before each marketing event
• Follow up each event
• Reinforce your own positive attitude
#SuccessTrackESQ

#SuccessTrackESQ
bill@SuccessTrackESQ.
com
203.876.8999
More Info, Just-in-Time
Resources, JumpStart Consult

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A marketing campaign can be defined simply as a collection of activities (email, social media, blog posts, videos, webinars or events, etc.) that are aimed at a specific target audience and center around a specific message. Effective marketing campaigns target certain audiences by creating premium content that are relevant to that audience. When a law firm’s marketing activities don’t have a direction, the messages become less focused and less effective. By utilizing a campaign approach whereby you select specific industry niches, target specific personas, or focus on specific topics or practice areas, you can focus your attention more narrowly and track your results more precisely. In this one hour webinar, we'll describe what you need in order to build a successful campaign-driven marketing strategy for your firm. This process will give you the ability to generate a better ROI from your marketing and business development efforts and will provide you with a deeper insight into your target audience. Presenters: Susan Chan Digital Marketing Strategist and Campaign Leader, Deloitte Susan Chan is a creative digital marketing strategist and campaign leader at Deloitte. She has a strong track record of developing and executing marketing campaign strategies to achieve audience reach and engagement while enhancing brand awareness, improving digital presence, and optimizing the user experience. Guy Alvarez Founder, Good2bSocial Guy Alvarez is the founder and Chief Engagement Officer of Good2bSocial which helps law firms and legal vendors understand and leverage the power of content, digital marketing and social media. Starting out as a lawyer, and over his 25-year career, Guy’s deep expertise spanning law, technology, and marketing, has enabled him to emerge as a leading voice in the application of digital and social technologies for business.

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Rainmaking for Small Firms

1. #SuccessTrackESQ#SuccessTrackESQ

2. #SuccessTrackESQ Supplemental Materials 1. Business Development Outline 2. Business Development Self-Assessment 3. Time Management Self-Assessment 4. Niche Analysis Tool 5. Quick Impact List to Build Trust 6. How Client Choose 7. Evaluation and Follow-Up Information #SuccessTrackESQ

3. #SuccessTrackESQ Download at www.SuccessTrackESQ.com #SuccessTrackESQ

4. #SuccessTrackESQ#SuccessTrackESQ

5. #SuccessTrackESQ#SuccessTrackESQ Marketing Activities that build visibility and credibility in a targeted marketplace You to audiences (not 1 to 1) (Writing, speaking, website, social media, etc)

6. #SuccessTrackESQ#SuccessTrackESQ Sales Interactions that specifically get you hired 1 to 1 (Follow-ups, demo meetings, proposals, etc)

7. Pipeline Suspect  Prospect  Opportunity  Lead  Client (or COI) #SuccessTrackESQ

8. #SuccessTrackESQ#SuccessTrackESQ Suspect Prospect Lead Opportunity Marketing Sales Client (or COI) Visibility, Education Engagement, Persuasion

9. #SuccessTrackESQ

10. #SuccessTrackESQ • Develop goals AND objectives • Use key metrics (volume, dollars, time) • Analyze 3-year lookback of KMs & marketing activities • Refine goals and objectives based on the Business Development Outline

11. #SuccessTrackESQ

12. • Niched practice areas/legal needs • Sector/vertical/demographic • Research trends • Niche Analysis Tool #SuccessTrackESQ

13. #SuccessTrackESQ

14. • Client-centricity vs. lawyer centricity • Why you’re passionate about your work • Convey understanding of triggering events • Demonstrate relevance • Focus on what clients experience #SuccessTrackESQ

15. #SuccessTrackESQ

16. • Complete Your Contacts List • Add To It Constantly (Copy2Contact) • Tend It Quarterly • Use It Monthly To Connect #SuccessTrackESQ

17. #SuccessTrackESQ

18. #SuccessTrackESQ

19. #SuccessTrackESQ

20. • SEO, Social Media, Google Local, Directories = Get Found • Content = Engage Your Audience • Conversion = Prompt Action • Hold Your Vendors Accountable #SuccessTrackESQ

21. #SuccessTrackESQ

22. #SuccessTrackESQ • Strategic Networking & Community/Board Participation • Cultivate Centers of Influence (COI’s) • Practice Trust-Enhancing Behaviors • TOMA • Book: Business By Referral

23. #SuccessTrackESQ

24. #SuccessTrackESQ • Client Welcome Packet (expectations) • Client experience (communication, service) • Learn about them beyond the matter • System to touch on significant dates • Mutual promotion

25. #SuccessTrackESQ

26. • Review and analyze ROI of previous and current marketing expenses • Allocate 2.5 – 6% of previous year’s gross collections • Hire proven vendors with strong track records #SuccessTrackESQ

27. #SuccessTrackESQ

28. • Calendar time for marketing • Plan weekly and monthly activity • Prep before each marketing event • Follow up each event • Reinforce your own positive attitude #SuccessTrackESQ

29. #SuccessTrackESQ Download at www.SuccessTrackESQ.com #SuccessTrackESQ

30. #SuccessTrackESQ bill@SuccessTrackESQ. com 203.876.8999 More Info, Just-in-Time Resources, JumpStart Consult

Rainmaking for Small Firms

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