business development strategies for law firms
TRANSCRIPT
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Business Development Strategies for Law Firms
Seven Steps to Going Solo
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Joshua Lenon• Lawyer in Residence at Clio• Attorney Admitted in New
York• @JoshuaLenon
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Agenda
• Activities drive client relationships (10 minutes)• Track business development (10 minutes)• Return on investment for paid marketing (10
minutes)• New clients may hurt your law firm (10 minutes)• Questions (10 minutes)
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ACTIVITIES DRIVE CLIENT RELATIONSHIPS
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78 percent of lawyers say their greatest challenge is acquiring new clients.
Source:LawSitesBlog.com07/25/2016
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Wehaveimplementedchangestoaddresstheissues.
Wehaveaplaninplacebuthavenotyetimplementedit.
Wehaven’tyetdeterminedhowtoaddresstheseissues.
Acquiringnewclientbusiness 37% 22% 41%
Source:LawSitesBlog.com07/25/2016
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Challenges Faced in Business Development
33%
35%
46%
52%
0% 10% 20% 30% 40% 50% 60%
LawyerParticipation
TooManyOpportunities
Competition
Pricing
Source:LawFirmsinTransition:Marketing,BusinessDevelopmentandtheQuestforGrowth,3/2016
#ClioWeb Source:BTIClientA-TeamSurvey2017
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Business Magnets
• Innovative Approach• Anticipates the Client’s Needs
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Price of Admission
• Meets Core Scope • Handles Problems• Deals with Unexpected Changes• Keeps Clients Informed• Quality Products• Legal Skills
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Relationship Builders
• Brings Together National Resources • Unprompted Communication• Regional Reputation • Helps Advise on Business Issues • Breadth of Services
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Relationship Bliss
• Provides Value for the Dollar • Understands the Client’s Business • Client Focus • Commitment to Help
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TRACK BUSINESS DEVELOPMENT
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Tracking Business Development
24%
29%
38%
37%
44%
64%
82%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
EFFECTOFNUTURING
ROIOFLEADSOURCE
NUMBEROFLEADS
LEADSOURCE
INDIVIDUALATTORNEYGOAL
GOALSBYPRACTICE
WIN/LOSS
Source:LawFirmsinTransition:Marketing,BusinessDevelopmentandtheQuestforGrowth,3/2016
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2 Types of Business Development Activities
1. Traditional Networking
2. Online promotion
How Clients Find Lawyers in 2015
• Relationships - 36.6% • Web - 16.5% • Offline Advertising – 5.6%• Hired Same Lawyer Again -
2.4%
Source:Howlawyersgetfoundin2015,Avvo.com,9/10/2015
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Traditional Networking Activities
1. Be a Referral Source2. Public Speaking3. Community Development4. Build a Marketing Culture
Inspiration:TheBusinessGuidetoLaw,KerryLavelle
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Online Promotion
Over 80% of buyers of professional services go to your website to evaluate your capabilities,
regardless of how they may have heard of you.
Source: ICXLegal.com
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6 Areas of Online Promotion
1. Blogging2. LinkedIn3. Effective websites4. E-alerts5. Online rankings6. Ratings directories
Source:2014Alyn-WeissNationalMarketingEffectivenessSurvey
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Traditional Tracking
•Ask each new client where they found your firm•Delve into responses–Where did you FIRST hear about our firm?–Did you ask anyone about our firm?–Did you visit the firm website before contacting us?
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Track Client Intake Details
CLIENTREFERRALSOURCES
2016 January February March April TOTALS:
Realtorreferral 3 1
Accountantreferral
4
WalkIn
Avvo 1 1 1 1
Website /Internet
2 1 1
TOTALS:
Inspiration:TheBusinessGuidetoLaw,KerryLavelle
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Track Client Intake Details
MARKETINGACTIVITES
2016 January February March April TOTALS:
ChamberofCommerceEvents
Linkedin /Posts
E-blasts
GoogleAds
Website /InternetUpdates
TOTALS:
Inspiration:TheBusinessGuidetoLaw,KerryLavelle
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INDIVIDUAL ATTORNEYMARKETINGCHECKLIST
TOP CLIENTS
Name/Company ContactDate Description
TOP REFERRALSOURCES
Name/Company ContactDate Description
MARKETINGACTIVITIES
Date AdvertisingType
Media PossibleBusiness
Date Follow-upStep
Results
Source:TheBusinessGuidetoLaw,KerryLavelle
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Campaigns
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Leads in Clio
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Managing Leads
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RETURN ON INVESTMENT FOR PAID MARKETING
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The only thing more expensive than hiring a lawyer is advertising as one.
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Legal Advertising is Still Expensive
-15%
-10%
-5%
0%
5%
10%
15%
20%
2008 2009 2010 2011 2012 2013 2014 2015
YearOverYearT
VAd
Spe
ndGrowth
Legal
Other
Source:TrialLawyerMarketing:Broadcast,Search,&SocialStrategies10/15
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TV Ad spending go
Source:TrialLawyerMarketing:Broadcast,Search,&SocialStrategies10/15
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Top Ten Google Keywords & CostKeyword CostPerClick
SanAntoniocarwreckattorney $670
AccidentattorneyRiversideCA $626
PersonalinjuryattorneyColorado$553 $553
MotorcycleaccidentattorneyLosAngeles $551
Toppersonalinjuryattorneys $551
Structuredsettlements $539
CaraccidentOrangeCounty $507
Austindrugrehab $463
OrangeCountyaccidentlawyer $450
WestPalmBeachcriminallawyer $435
Source:TrialLawyerMarketing:Broadcast,Search,&SocialStrategies10/15
#ClioWeb Source:AdGooroo.com 8/6/15
#ClioWeb Source:AdGooroo.com 8/6/15
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Rule of Thumb
Law firms should spend 2-5% of annual revenue on
marketing & business development
Source: EdPoll,consultantandownerofLawBiz.com
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Yes, there’s math.
Desired Annual Billings X 3.7% = Your Annual Marketing Budget.
Source: DustinRuge,HowMuchShouldMyLawFirmSpendonMarketing?2/19/15
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My firm can determine ROI on business development
5%
37%
21%
31%
5%
0% 5% 10% 15% 20% 25% 30% 35% 40%
STRONGLYDISAGREE
DISAGREE
UNSURE
AGREE
STRONGLYAGREE
Source:LawFirmsinTransition:Marketing,BusinessDevelopmentandtheQuestforGrowth,3/2016
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Return on Investment Formula (Yes, there’s math part 2)
(Return – Investment)Investment
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Tools to Measure ROI
1. Traditional Tracking via Manual Data Entry2. Integrated Campaign Tracker
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NEW CLIENTS MAY HURT YOUR LAW FIRM
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Performing well for your current clients is your best business development strategy.
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Why focus on client service?
Firms performing at best-in-class levels of service enjoy:• 30% higher profits• 7% rate premiums across all staffing levels• Double the fees from a single client• 35% higher client retention
Source:BTIConsulting
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Client Service Factors
• Transparency of price and fees• Ease of communication • Ability to track the status of the onboarding process
Source:McKinsey,“FourPillarsofDistinctiveCustomerJourneys,”10/10/2016
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Digital First
Digital-first journeys led to higher customer-satisfaction scores, generating 10 to 20% more
satisfaction than traditional journeys.
Source:McKinsey,“FourPillarsofDistinctiveCustomerJourneys,”10/10/2016
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Useful Content
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Link Your Clients to You
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Intake Forms
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Client Portals & Notifications
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Signatures
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QUESTIONS
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Thank You
Joshua Lenon
@JoshuaLenon
Linkedin.com/in/joshualenon
1-888-858-2546
Colin McMahon
Linkedin.com/in/colinmcmahonclio
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