Proven Law Firm Marketing Strategies
Do you want to grow your law firm and increase profits with more of your ideal clients, then this program is for you. Join an expert panel of marketing gurus who will explore exactly what you need to generate more clients for your law firm. WEB2210N02Z
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Description
Attend and earn 3 CPD units in Practice Management & Business Skills
This program is applicable to practitioners from all States & Territories
Chair: Julian Brophy, Director, Perception Partners
2.00pm to 3.00pm Strategies, Tactics and Plans for Law Firms
Marketing shouldn’t be haphazard or overly reliant on one method. It should be strategic and based on data-driven experiments. It also includes knowing the difference between tactics, strategies, and plans. As a law firm, you need all three. In this session you will cover:
- Search engine optimisation
- Google ads: paid vs organic search results
- Social media: creating awareness of your law firm with potential customers
- Reputation management
- Blogging: it’s not enough to say you’re the best law firm – people want proof!
Presented by Paul Evans, Managing Director, Toro Digital
3.00pm to 4.00pm Building a Legal Marketing Toolkit
Before you can start developing marketing plans for your law firm, you will need to build a legal marketing toolkit. You’ll want to have your basics down first:
- How to effectively build your law firm brand
- Client personas: what are they? why do they matter?
- Developing your marketing funnel: tips and tricks
- Leveraging content marketing to get ahead of the competition
Presented by Tony Eades, CSO, CEO (APAC), Salted Stone
4.0pm to 4.15pm Afternoon Break
4.15pm to 5.15pm Creating Your Own Marketing Plan: Finding, Attracting and Securing the Clients You Want
Whether you run your own firm or work within a team in a firm, to build a practice you need to be able to attract and retain the right kind of clients, often without a lot of resources, funds, or time. Learn:
- Which type of clients you want to work for
- What you need to do to attract them to your practice: referrals, advertising, social media, networking
- Understand how to get client feedback
- Use that information to expand and consolidate your practice
This session is designed to be informative but essentially practical so you can develop a plan that works for you and your practice.
Presented by Vivienne Corcoran, FAICD FAMI, Company Director and Board Member, Marketing Logic
Presenters
Julian Brophy
Julian Brophy is a strategic communications specialist of 30 years standing. He holds a BA Hons. from the University of Sydney and has worked as a broadcaster, government advisor and specialist provider of high level communications, stakeholder and engagement advice. His career in communications commenced in 1989 at the Australian Broadcasting Corporation ABC where he was employed as a journalist in the Radio News bureau in Sydney. His work as a broadcast journalist included specialising in financial reporting and contributing to national radio news bulletins as well as regular programs on ABC local radio and Radio National. Julian hosted his own program on Sydney’s ABC 702 before working on the development and establishment of Australia’s first 24-hour news network, ABC News Radio, on which he was a broadcast anchor. After leaving the ABC he led communications in government in the challenging health portfolio in New South Wales between 1995 and 1999. His time in government provided the highest level of experience in, and understanding of, public policy, government and legal process and the critical interface of these with the media, stakeholders and the community. Julian commenced private practice in 1999 and is the Principal of Perception Partners, a specialist provider of high-level strategic communications’ advice and counsel. He is skilled in crisis communications and issues management and has extensive experience in the provision of advice for clients within the legal context including complex commercial and other litigation, Royal Commissions, other Commissions of Inquiry and civil & criminal proceedings. His expertise includes the provision of a wide range of communication services including: Development of communications strategies and plans including proactive and defensive media management; Crisis communication services and issues management; Reputation management; Stakeholder liaison and management, including government, community and private sector; and Media training and preparation services.
Paul Evans
Paul Evans is a professional services marketing expert who has worked with some of Australia’s leading and fastest-growing commercial law firms.
Prior to founding Toro Digital, Paul worked closely with partnership groups and management teams, playing an important role in some Australia’s largest law firm mergers. He managed rebrands, prepared client and media communications, onboarded incoming lawyers, and executed high-impact cross-selling opportunities.
He has invested countless hours training lawyers for business development, relationship marketing, and building a profile in an industry or technical specialisation.
Throughout his career in law, his expertise (and interest) has always been in digital marketing. Paul studied marketing and multimedia design at university. At his first role in a law firm, he had to maximise his unique mix of marketing, design, and web skills for success in a professional services firm that focuses on relationships and referrals.
Paul implemented digital systems and programs that helped position lawyers and industry groups as thought leaders, and created genuine relationships with clients, referrers and prospects
Tony Eades
Tony is a Brand Futurist working in the area of customer experience, innovative technology and digital disruption. He assists growing companies to become market leaders through creative brand strategy, brand experience and digital solutions across multiple platforms. He is passionate about future proofing brands – from start-ups to corporates, helping them engage with an ever changing market of consumers. He writes for a number of publications including Sydney Morning Herald on the subject of brand strategy and has been the Brand Experience Expert for Kochie’s Business Builders - a national business TV show which airs to an audience of 3 million and a weekly blog which is sent to over 100,000 small businesses across Australia. He is also an international keynote speaker, regularly speaking at events across Australia, Asia and the US, immediate past National President of Professional Speakers Australia and the Chief Strategy Officer at Salted Stone, a global award-winning digital marketing agency of over 80 with offices in Sydney, Perth, Cebu, LA and Dublin.
Vivienne Corcoran
Vivienne is an experienced professional services strategist, mentor, facilitator and marketer with law firms and legal professionals across Australia, Asia and the UK. She has written articles, a book and trained hundreds of professionals on business strategy, development, and management and has held executive marketing and business development roles in a wide range of firms. Vivienne is a qualified company director and currently on the boards of Victorian Opera and ICON APAC. She has post graduate marketing and research qualifications, is a teaching fellow in the Masters of Legal Business Course at the College of Law, and is currently completing a PhD in professional service firm client feedback at Edinburgh Business School. Vivienne is a keen paddle boarder and is a partner in online wine, spirits and tasting events businesses The Wigs Cellar and Drinksmiths