Learn how the law firms are using ethical legal marketing and the right tools to grow their practice. Are you looking for new and innovative ways to grow your law firm while still staying compliant with your ethical obligations as an attorney? Get the fundamentals of law firm marketing and how the right tools and processes can help you maximize revenue. In this CLE-eligible webinar, you’ll learn: - The state of law firm marketing and common mistakes - The ethics and rules related to law firm marketing and client communication - How automation and marketing tools can streamline client intake, and help reduce potential for malpractice - How to create a marketing funnel that generates more revenue for your firm https://landing.clio.com/ethical-legal-marketing

1. How to grow your law firm through
ethical legal marketing

2. Emma Raimi-Zlatic
•Affinity Program
Manager at Clio
•JD from the University
of Houston Law Center
•Founded an Attorney
Recruiting Company

3. Agenda
•State of law firm marketing and common mistakes
•Ethics rules related to marketing and client
communication
•How marketing automation tools help law firms
•Tips for creating a revenue-generating marketing
funnel
•Questions

4. The State of Law Firm
Marketing
An industry review of common practices and pitfalls

5. 65%
58%
68%
of those who faced a
legal problem in the
past 2 years hired a
lawyer.
sought a consult with
a lawyer they didn’t
hire.
communicated with a
lawyer they did not
hire.
Consumers who don’t hire a lawyer
Source: 2018 Legal Trends Report

6. Source: Joint Legal Marketing Association and Bloomberg Law
research study – April 2018

7. Where does the time go?
Source: 2017 Legal Trends Report

8. 91% of firms can’t calculate a return
on their advertising investments, and
94% don’t know how much it costs
them to acquire a new client.
Source: 2017 Legal Trends Reports

9. Tracking Business Development / Marketing
Source: Law Firms in Transition: Marketing, Business
Development and the Quest for Growth, 3/2016

10. Incomplete Tracking of Referrals
Source: 2018 Clio Survey N = 824

11. How do consumers find a lawyer?
Source: 2017 Legal Trends Reports

12. Poll: How does your firm collect
feedback from clients?
a. My firm does not regularly collect feedback
b. Casually or informally
c. Email survey
d. Dedicated Phone Call
e. Formally In-Person

13. How do lawyers collect feedback
from clients?
Source: 2018 Legal Trends Reports

14. Feedback is sought too late
Source: 2018 Clio Survey, N=1,061

15. Net Promoter Score
On a scale of 0-10, where ten means “extremely
likely” to recommend, five means neutral, and zero
means “not at all likely,” how likely is it you would
recommend this law firm?
0 – 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10

16. Formula for Calculating NPS

17. Better Client Service = Law Firm Growth
Law firms that excel at client service enjoy:
•37% higher revenue growth
•48% higher profits per attorney
•33.1% higher client retention
Source: BTI Client Service A-Team 2018: Survey of Law Firm Client
Service Performance

18. Factors Impacting Likelihood to
Recommend?
Most factors
related to
Ease and
Responsiveness
Source: 2018 Legal Trends Reports

19. Responsiveness Expectations
of clients expect an
immediate response
to texts and emails
80% is how clients define
immediate
1-2 hours 4-8 hoursis what lawyers
think is appropriate
Source: ‘Why Attorneys Are Never Responsive Enough,’ BTI
Consulting, October 25, 2017

20. How do you choose a lawyer?
Source: 2017 Legal Trends Reports

21. Source: ‘ABA Benchmark Study on Law Firm Intake Process,’
ABA Law Practice Division, February 2, 2016
Poor Communication
of the time, law
firms take three or
more days to reply
to a voicemail or
web-generated
form fill from a
prospective client
42%

22. Poor Communication
of callers to a law
firm didn’t get to
actually speak to a
person
35% 50%of messages
weren’t returned
within two days,
and many weren’t
returned at all
Source: ‘ABA Benchmark Study on Law Firm Intake Process,’
ABA Law Practice Division, February 2, 2016

23. Ethical Rules

24. MRPC Rule 7.1: Communications
Concerning a Lawyer's Services
A lawyer shall not make a false or misleading
communication about the lawyer or the lawyer's
services. A communication is false or misleading if it
contains a material misrepresentation of fact or law,
or omits a fact necessary to make the statement
considered as a whole not materially misleading.

25. MRPC Rule 7.2: Communications Concerning a
Lawyer's Services: Specific Rules
(a) A lawyer may communicate information regarding the lawyer’s services through any media.
(b) A lawyer shall not compensate, give or promise anything of value to a person for recommending the
lawyer’s services except that a lawyer may:
(1) pay the reasonable costs of advertisements or communications permitted by this Rule.
(2) pay the usual charges of a legal service plan or a not-for-profit or qualified lawyer referral service;
(3) pay for a law practice in accordance with Rule 1.17;
(4) refer clients to another lawyer or a nonlawyer professional pursuant to an agreement not
otherwise prohibited under these Rules that provides for the other person to refer clients or
customers to the lawyer, if:
(i) the reciprocal referral agreement is not exclusive; and
(ii) the client is informed of the existence and nature of the agreement; and
(5) give nominal gifts as an expression of appreciation that are neither intended nor reasonably
expected to be a form of compensation for recommending a lawyer’s services.

26. MRPC Rule 7.2, Comment 3
Comment [1] This Rule permits public dissemination of information concerning a
lawyer’s or law firm’s name, address, email address, website, and telephone
number; the kinds of services the lawyer will undertake; the basis on which the
lawyer’s fees are determined...; a lawyer’s foreign language ability; names of
references and, with their consent, names of clients regularly represented; and
other information that might invite the attention of those seeking legal assistance.
Comment [3] Paragraph (b)(1) allows a lawyer to pay for advertising and
communications permitted by this Rule, including the costs of print directory
listings, on-line directory listings, newspaper ads, television and radio airtime,
domain-name registrations, sponsorship fees, Internet-based advertisements, and
group advertising.
A lawyer may compensate employees, agents and vendors who are engaged to
provide marketing or client development services, such as publicists,
public-relations personnel, business-development staff, television and radio
station employees or spokespersons and website designers.

27. MRPC Rule 7.3: Solicitation of
Clients
(a) “Solicitation” or “solicit” denotes a communication initiated by or on behalf of a
lawyer or law firm that is directed to a specific person the lawyer knows or
reasonably should know needs legal services in a particular matter and that offers
to provide, or reasonably can be understood as offering to provide, legal services
for that matter.
(b) A lawyer shall not solicit professional employment by live person-to-person
contact when a significant motive for the lawyer’s doing so is the lawyer’s or law
firm’s pecuniary gain, unless the contact is with a:
(1) lawyer;
(2) person who has a family, close personal, or prior business or professional
relationship with the lawyer or law firm; or
(3) person who routinely uses for business purposes the type of legal services
offered by the lawyer.

28. MRPC Rule 1.18 : Duties to
Prospective Client
(a) A person who consults with a lawyer about the possibility of forming a
client-lawyer relationship with respect to a matter is a prospective client.
Comment [2] Whether communications....constitute a consultation depends on
the circumstances. For example, a consultation is likely to have occurred if a
lawyer, either in person or through the lawyer’s advertising...specifically requests
or invites the submission of information about a potential representation without
clear and reasonably understandable warnings and cautionary statements that
limit the lawyer’s obligations, and a person provides information in response. In
contrast, a consultation does not occur if a person provides information to a lawyer
in response to advertising that merely describes the lawyer’s education,
experience, areas of practice, and contact information, or provides legal
information of general interest.

29. Automating Law Firm
Marketing

30. Measuring Marketing KPIs
• Lead Source
• Number of Prospective Clients
• Conversion Rate
• Click-through rates
• Value Per Case
• Matters Reports
• Billable Hours
• NPS

31. Tools for Automating Marketing
& Communication
• CRM & Client Intake Software: ex. Clio Grow
• Email Marketing: ex. MailChimp
• Social media management: ex. Hootsuite
• Virtual Receptionist
• Live Chat
• Appointment Booking
• Surveys / NPS Score
• Reports & Referral Tracking
*Ideally all of these work together

32. Communication Tools
Virtual Receptionist Tools
Automated Email Campaigns
Live Chat Services
Text Communication
Online Contact Forms

33. Website Contact Form CRM Case Management Software

34. Streamlined Intake & Forms
E-Signatures & Forms
E-Signatures & Forms
Online Intake Process
Appointment Booking & Scheduling

35. What Clio Grow does:
Streamlines the client intake process
Make the client intake process more
efficient—and personal
Use custom intake forms, e-signatures, and document
automation to retain new clients with ease.
Automate tasks, so you can focus on what
matters most
Streamline day-to-day tasks like email follow-up and
eliminate duplicate data entry, so you have more time to
grow your firm.
Know which matters and clients drive your success
Use advanced data reporting to identify your firm’s most
valuable referral partners and clients.

36. Reporting Tools
Website Tracking
General Reporting
Case Management & CRM Reports
Custom Reports
Productivity Reports

38. Referral Tracking

39. NPS & Reviews
Review Manager
Survey Tool
Survey Tool
Clio’s NPS Tool

40. Law Firm Marketing Best
Practices
1. Take a client-centered approach
2. Invest in marketing carefully
3. Purchase extra support and tools if needed
4. Track metrics for success

41. Poll: Would you like to learn
more about Clio?
a. Yes, please contact me about Clio Grow
b. Yes, please contact me about Clio Manage
c. Yes, please contact me about both Clio Grow and
Clio Manage
d. Yes, I’d also love to learn about the Clio Cloud
Conference
e. No, not at this time

42. Questions

43. Thank You
Emma Raimi-Zlatic
emma.raimi@clio.com
@emmaraimizlatic; @goclio
Linkedin.com/in/emmarz
(888) 858-2546

44. CLE Course Information
Florida Bar Members:
• Course Number: 3545
• CLE Credit: 1.0 hours of General CLE credit
*Florida Bar members are eligible to receive 10% off Clio products with the promo
code FLBAR.