Presented Stefanie Marrone and Laurie Stanziale

1. Client Centricity: How to Capitalize on Every Client Touchpoint to Increase Satisfaction, Loyalty and Drive Business Development Presented Stefanie Marrone and Laurie Stanziale

2. We are all legal solution providers • Adding value every day to clients should be at the heart of everything a law firm does. • Think of yourself and your lawyers as legal solution providers. • You need “light touches” with former clients and important contacts or they can forget you. • For all firms and lawyers, the goal of marketing is lead generation and business development. • How you get there is by building targeted relationships, staying top of mind, providing helpful content and consistently adding value. • Always think about ways in which you can be helpful to a client/contact. • Give before you get.

3. Speaking

4. Leverage Every Speaking Opportunity on Social Media and In-Person (and Turn Research Into an Article!)

5. Writing

6. Don’t just go to an event – become a part of it!

7. Update a Prior Piece of Content and Voila, a New Piece of Content! “Thank you for sending this – do I need to worry about this? Can we talk?” – To Laurie from a client

8. Each Article You Write Can Be Repurposed at Least 3X

9. Social Media

10. Your objective with social media: Become a thought leader so that you are top of mind when your network needs someone like you.The most successful social media marketers are exceptional regular content creators/collectors.

11. LinkedIn is the most important social media channel for law firm business development and professional networking

12. LinkedIn Is a Powerful Networking Tool • Have a small goal for daily social media engagement. Enables you to build and grow relationships faster than you can offline. • Every day, like and/or share others’ posts in your industry and at the firm. • Write content that you can then also share. • This will help you build your personal brand and stay top of mind with your professional network. • It’s important to link in with the people you meet in person who you consider worthwhile to extend the relationship online • Be active – congratulate the successes of those in your network • Job moves, promotions • Job anniversaries • Professional milestones (an appointment to a board, the publishing of a book, etc.) • Use LinkedIn before and after events for networking • It gives you a reason to be in touch with contacts in your professional network.

13. More than 75%of all visits to law firm web sites originate from Google • Visitors looking for you often don’t go directly to your bio on our web site • They search for you in Google • Your LinkedIn profile is usually one of the top three search results, underscoring its importance

14. How do you effectively reach target audiences? • Reuse and repurpose • Create once, publish everywhere • Visual content strategy • Show vs. tell • Client-centric content • Evergreen content • Value-added content that puts the client first

15. Characteristics of a • social media master: • You are active and engaged • You are asked to speak/write as a result of your content • You bring in real business

16. Tools to Utilize

17. The invisible user trend: 73 percent of in-house counsel said they use social media in listen-only mode – to stay informed on news, developments in the law and career moves – while only 27 percent are disseminating information and engaging with other users.

18. Social Content Strategy Tips • Include share buttons on all content • Craft strong headlines/titles • Be visual • Repurpose content • Maximize every event/sponsorship • Make yourself part of the conversation not just an attendee by writing a takeaways piece • Take photos at every event & repurpose on social media • Have a combination of evergreen and timely posts • Use a powerful mix of earned and owned media • Use firm history to your advantage • Capitalize on holidays and milestones • Consider using paid social for key practices/campaigns

19. Use Holidays to Inspire: Women’s History Month Campaign

20. The Power of LinkedIn and In-Person Networking

21. Networking

22. Don’t underestimate the importance of every connection. On or offline, the most fundamental element of business development will always be strong relationships.Every person you meet is potentially someone who could be a prospective employer, employee, referral, reference, or source of business. Be friendly, helpful and kind to everyone.Because you never know. 

23. More than 90% of clients use information from people they know when making a hiring decision. So building personal connectionsis one of the most effective ways to develop trust and authority with your audience.

24. Take a Leadership Role Within Your Industry, and Do it Well

25. Putting It All Together • Think client-centric • Use a combination of owned and earned media • Use hashtags when it makes sense - use hashtagifyme • Use visuals – utilize tools such as canva.com, Picstitch, free photo resizing tools • Make yourself part of the conversation – don’t just go to an event, write about it • Create once, publish everywhere • Maximize every event and networking opportunity – talk to clients and prospects! • Be authentic, memorable and creative