Legal Marketing Studio

Robert Weiss of Multivision Digital, one of the top video production companies in NYC, signs off his emails with the tagline, "See you in front of the camera." These days, we're all being seen in front of the camera. Not only are we in front of cameras more often than ever, but we're all watching more video than ever before. There is an opportunity to produce that content and means to do so safely despite the pandemic. In this episode Robert and I discuss three approaches to safely creating content now, during the pandemic, with a focus on remote video capture. We look forward to a post-pandemic period when remote video capture will remain a means of producing content at scale and across a broad geographic footprint.

In this episode I turn the host's reins over to author and marketing consultant Carol Schiro Greenwald and her guest Roger Barton, Managing Partner of Barton LLP. Carol and Roger discuss the evolution of his networking as he grew his practice and grew his firm. Roger describes how he has used networking externally and internally to the firm to form strong relationships, develop business, help train associates in building their practices, foster a culture of cross selling (in combination with innovative compensation policies), and encourage forward movers to join Barton LLP. Carol's most recent book is Strategic Networking for Introverts, Extroverts and Everyone In Between, available through the ABA website.

Michael F. Schein returns to the podcast to discuss his forthcoming book: The Hype Handbook: 12 Indispensable Success Secrets From the World's Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers. We revisit how Hype can be applied in the professional services context and draw lessons from his research. More info on his website: https://michaelfschein.com/.

Jason Lisi of Legal Internet Solutions Inc joins us on this episode to consider what it means to have a complete digital presence in an environment in which the tools are rapidly changing, one's resources are easily over taxed, and competition is ever increasing. Jason discusses LISI's approach to structuring clients' digital strategies and what he sees as having a complete digital presence.

Tiffany Yarde joins me on the first episode of 2019 to discuss the every day gestures through which marketing professionals can push for positive change. Our conversation touches on team building, career development, and diversity and inclusion. Rather than look solely to grand programmatic or policy solutions, we explore the quotidian efforts that leaders and junior team members can employ to drive change in individuals' careers while expanding diversity at their firms and throughout the industry.

Sometimes things go sideways. Raj Jha of Practice Alchemy joins me on the final episode of 2018 to look back at the year and describe the three biggest marketing mistakes he saw law firms make in 2018. And, of course we pull out the lessons from these failures so our listeners can avoid making similar mistakes in 2019.

At the 2018 Legal Marketing Association's Northeast Regional Conference, Susan Peters (President, Greybridge PR) moderated a podcasting panel featuring Angela Robinson (Marketing Communications Manager, Finnegan), Robert Ambrogi (host, LawNext podcast) and Michael Meyer (host, Legal Marketing Studio). The panel discussed topics such as their strategic goals, what useful content sounds like, the nitty gritty of producing a podcast and how to grow one's audience.

In this episode, Greg Fleischmann makes the point that few lawyers went to law school because they want to sell. He and I discuss the potential of bringing externally facing salespeople into law firms so that lawyers can spend more of their time doing the high quality work that is central to a firm's success. Our discussion covers the challenges that such a role creates as well as the very real opportunities.

Paul D. Webb and I begin this episode with a general discussion of the relationship between marketing and business development from his perspective as Director of Marketing and Business Development at Richards Layton & Finger. We move on quickly to the heart of the conversation: a discussion of diversity in the legal industry. Our conversation touches on the business imperative of having a diverse firm, what it means to be a diverse firm and the processes and systems that will be needed to bring about diverse firms. We explore the need for advancing diversity not only among the ranks of attorneys (particularly leadership) but also among legal marketing teams.

In this episode, Brian Zimmet of the Zimmet Law Group joins me to expand on how he recognized the opportunity that being a preferred vendor on legal insurance plans presents, their place in his marketing strategy and the business development benefits that they have reaped for his firm. We also go on a brief tangent to discuss his firm's use of digital and social media and why he's brought these efforts in-house.

In this wide ranging conversation, Osborne Clarke partner Steve Wilson discusses how the role of the attorney has evolved in relation to business development. As the head of firm's New York City office, he has a unique perspective on attorneys' need to develop new business and manage existing client relationships. Other topics that we touch on include cross selling, non-lawyers' ability to sell legal services and the challenges and opportunities that the digital revolution and the commodification of legal services have brought.

At a Deliberate Solos meeting at the end of 2017 I heard Jim Shenwick recount how he'd built a niche content strategy to reach taxi medallion owners facing financial stress in the face of the industry disruption from apps like Uber, Lyft and Via. In this conversation, Jim describes how after reading an article in Crane's business he recognized an un-met client need and business development opportunity and began creating content to reach these potential clients. Deftly implementing a strategy of writing content of value for these clients, he's become a go to resource not only for underwater taxi medallion owners but also journalists and investors.

Rather than look for grand ideas and massive disruption, Josh Rosenzweig, the founder of Wibnilabs, discusses how modest investments by firms to support even small innovation initiatives can lead to revenue growth and new business opportunities. Our conversation touches on design thinking, client feedback, the unfortunate conflation of technology and innovation and where innovation comes from.

Digital marketing is no longer an also ran in marketing discussions. In many ways, digital is front and center. Within the digital realm, engaging social media is becoming a necessity. This creates a number of challenges, both practical and ethical. Ethan Wall joins me on this episode of the Legal Marketing Studio Podcast to discuss the state of digital marketing in 2018, engaging in social media strategically, planning content production and staying within the ethics rules. He shared so much good content I had to break it out into three separate episodes—this is part 1 of 3.

Digital marketing is no longer an also ran in marketing discussions. In many ways, digital is front and center. Within the digital realm, engaging social media is becoming a necessity. This creates a number of challenges, both practical and ethical. Ethan Wall joins me on this episode of the Legal Marketing Studio Podcast to discuss the state of digital marketing in 2018, engaging in social media strategically, planning content production and staying within the ethics rules. He shared so much good content I had to break it out into three separate episodes—this is part 2 of 3.

Digital marketing is no longer an also ran in marketing discussions. In many ways, digital is front and center. Within the digital realm, engaging social media is becoming a necessity. This creates a number of challenges, both practical and ethical. Ethan Wall joins me on this episode of the Legal Marketing Studio Podcast to discuss the state of digital marketing in 2018, engaging in social media strategically, planning content production and staying within the ethics rules. He shared so much good content I had to break it out into three separate episodes—this is part 3 of 3.

Dana Heitz and Zara Watkins join host Michael Meyer to talk about Deliberate Solos, the networking group they built and run for solo attorneys and the professionals who assist them. They discuss how the group's three pillars, networking, business development incubator, and "pop-up law firm", work together to support solo attorneys' practices and overcome the challenges they face.

LMS host Michael Meyer catches up with Terri Hartwell Easter after the LMA Northeast Conference's Diversity Panel to go in depth on several points made by the panel.

LMS host Michael Meyer catches up with Michael Rynowecer of BTI Consulting at the LMA Northeast Conference to discuss approaching marketing, business development and firm management from a data driven perspective.

LMS host Michael Meyer chats with Lauren Cohen bright and early at the LMA Northeast Conference about what she carries forward from her background in consumer marketing working now with a personal injury firm .

LMS host Michael Meyer follows up with Jennifer Manton after the Brand Strategy panel at LMA Northeast Conference. She discusses how asking questions as part of the firms rebranding process opened up new opportunities for surveying partners and building buy in for initiatives beyond the rebrand.

LMS host Michael Meyer follows up with Bill Schroeder after the Brand Strategy panel at LMA Northeast Conference to discuss the importance of solid research in building a strong firm brand that can not only inform its marketing collateral but can positively shape its culture and point the way towards a firm's future.

LMS host Michael Meyer sits down with Jeff Leitner following his keynote speech at the LMA Northeast Conference in Philadelphia. Building on the themes of his keynote, he discusses how to spot opportunities to challenge existing norms and push firms' cultures forward.

There has been a tidal wave of disruption in every industry driven by digital technologies. The legal industry has not been immune to these changes and there is much talk about innovating in the face of them. Leigh Ollman, co-director of Akerman X, joined me to discuss how Akerman is using design thinking, or human centered design, in creating innovative solutions to the challenges of today's business environment and doing so with their clients' needs top of mind. The focus of our conversation is on design thinking and creating a culture of innovation.

Networking is a crucial part of most business development toolkits (in any business). A graphic designer I met through my own networking told me about the Women's Empowerment Networking Group founded and run by Janice Roven and Davida Perry. I was struck by the founding story of the all women group; Janice and Davida generously offered to come on the show to discuss their reasons for starting the group, the value of being at its center, the logistical challenges and a bit about diversity and empowerment.

One aspect of legal marketing that I have always found fascinating is the career shift that occurs as it becomes incumbent upon associates and new partners to begin selling their services and those of their firm in order to move their careers forward. Chris Seleski and Frank Francis join me to discus their experiences navigating this shift. We discuss the strategies they have employed, the firm resources they have taken advantage of and the role played by various bar associations to which they each belong. Experienced partners at small and mid-size firms will find this conversation useful as it hints at ways they can employ to support and encourage their associates' business development efforts.

A strong personal brand can help attorneys and executives to develop new business for their firm or company. Jasmine Sandler, keynote speaker, trainer, author and consultant in digital marketing and social selling for global organizations, joins me on the latest podcast to discuss her process for helping attorneys, executives and entrepreneurs build, grow and protect this sort of personal brand. Our conversation touches on the kinds of goals and initiatives served by building a personal brand, the interaction between this personal branding and firm branding, and the buy-in and commitment required to succeed.

Podcasting is a growing segment of the content marketing pie, and one that law firms are beginning to exploit in earnest. Akerman's Matt Steinberg visited the Legal Marketing Studio podcast to discuss Akerman Worked Up, the employment law podcast he hosts. Our conversation covers how the podcast fits into his personal marketing and the larger Akerman brand, the rewards he's found in producing and hosting the podcast, and the challenges that he and Akerman have overcome in launching the podcast. The episode runs a bit longer than usual, but it is packed full of valuable insight for everyone from veteran podcasters to those just dipping their toes into the podcasting waters.

Daniel Timins's approach to content exemplifies its ability to extend one's marketing reach while amplifying one's influence and reputation. Building on several years of blogging, Dan began placing articles with mainstream media outlets and online content portals. His work appears frequently in Kiplinger, Yahoo Finance and Investopedia among others. In this episode we discuss how he gained access to these outlets, what kind of support structures he took advantage of, and the challenges to maintaining an active writing habit and to measuring its quantitative impact on a firm's bottom line.

Today's social media and content platforms offer a valuable opportunity to build an audience and build a kind of celebrity within a niche. The breadth of the internet means that even a narrow topic area presents a deep well of interested and engaged people. Michael Schein of Micro Fame Media joins me on this episode of the Legal Marketing Studio podcast to talk about building celebrity through strategic niche content creation that extends one's marketing reach and amplifies one's influence.

Content requires purpose. Reframing content as part of the sales process helps it to drive lead intelligence gathering and ultimately generate more qualified leads. Jason Myers of Flightpath joins me on this episode of the Legal Marketing Studio to discuss why he frames content marketing in this way and walks us through his approach to content. Whether your firm is just starting to consider a content marketing campaign, pumping out content to no avail or driving significant business from content already, Jason's insight will prove incredibly useful. Be sure to visit "legalmarketing.studio" for access to one of the white papers that Jason mentions.

Good photography echoes and amplifies your marketing messages while effectively boosting engagement with written content. In this episode, I encourage attorneys (and marketers working with attorneys) to expand their concept of how they can and should use photographs or other visual content in their marketing. It is no longer enough to have a mediocre attorney portrait; nor is it enough to have only one's attorney portrait. At the very least that portrait should be built around the firm brand; ideally it will be built around the firm brand, support its marketing strategies and exist within a library of like images that can be repurposed across the full range of communications that an individual attorney or larger firm is making use of. The images discussed in the podcast can be viewed at "legalmarketing.studio." (That is the full URL; please copy it into a new browser window. It isn't a live link as SoundCloud doesn't allow links.)This episode is an adaptation of a presentation I made to the New York County Lawyers Association as part of a panel discussing Digital Marketing for Attorneys. I spoke on the topic of photography specifically and visual communication more broadly as a component of any digital marketing strategy. Visual communication is not only central in the digital realm but vital.

Tanya Pohl defines herself very specifically as a social media attorney. In this episode of the Legal Marketing Studio, she describes how she came to see this niche of IP law as the basis for a viable practice and as a form of effective marketing. Our conversation wends its way through the language that she uses across various marketing channels and the subtle ways that she modulates this messaging for each. We discuss also the nuts and bolts of moving out of big law and starting a solo practice.

Naree Sinthusek and Jake Dore of the Court Square Law Project joined me on this episode to discuss the Project's mission of providing quality legal services for people who believe they can’t afford a lawyer and the market opportunity presented by this representation gap. We discuss the business and social justice aspects inherent in that mission and the difficulty of balancing them.

In early 2017 LinkedIn began rolling out its new interface. The changes were met with a mix of delight, acceptance and gnashing of teeth. Regardless of how one feels about the changes, in what ways is it necessary to adapt one's business development strategy on the platform? What will continue to work? What will get a lower response? And what new opportunities are there? Bruce Segall of Marketing Sense joins me on this episode to explore what the changes to LinkedIn's interface portend for users and suggest about the direction the platform will move in the future.

As a bonus to last month's web design series, Alex Acker and Nathan Crandall of Adventure House join me to discuss the importance of simplifying content in order to effectively engage a firm's website users. The challenge of focusing the wide range of content available on most law firms' websites is one that has come up often in my conversations with legal marketers. Alex and Nathan discuss in detail their approach to content from a user experience (UX) perspective. The bottom line is that a considered approach to a site's UX can lead to increased engagement and, ultimately, new business.

Digital marketing tools are increasingly sophisticated with ever expanding capabilities, yet at the end of the day the goal of business development is to build and strengthen human relationships in the real world. In this fourth and final episode of the Legal Marketing Studio's monthly mini-series on web design for law firms, Todd Rengel of Animus Rex takes us through the expanding potential of digital tools over the past two decades while reminding us of the need to remain grounded in the underlying strategic goal of all business development business: cultivating human relationships.

The nature of the web is constantly changing, giving law firms significant opportunities to leverage their websites in new and innovative ways. In the second episode of a four part mini-series on web design for law firms, Robert Algeri of Great Jakes joins me to talk about his agency's vision for law firms' websites as publishing platforms and their use of Attorney Microsites as one means of achieving this. There are some terrific insights on the potential for law firms' web presences.

Launching a four week mini-series on web design for law firms, this conversation with Janet Odgis tackles the case for beautiful design. Janet's cross industry experience gives her an expansive perspective on how to effectively communicate a firm's story through its website. She sees a websites functionality inextricably linked to its form: good design leads to effective functionality.

Eva Wisnik, founder of Wisnik Career Enterprises, launched the 2017 Legal Marketing Studio season with a conversation about what she saw from a training and placement perspective in 2016 and what these insights suggests we'll see in law firms' priorities in marketing and business development in 2017. Key takeaways: leadership and a clear vision is key to strong firms' performance; with many larger firms having clarified their branding and collateral, the emphasis in hiring is on PR and business development roles; alumni programming is being brought into the BD fold and writing skills and a service orientation are key to succeeding in marketing and BD roles.

Mark Messing, Duane Morris's CMO, kindly joined me on the Legal Marketing Studio's last episode of 2016. What was originally intended to be a conversation focused on the way Duane Morris uses print publications within (and throughout) its marketing ended up covering quite a bit more ground. Mark generously shared his thoughts on the relationships between marketing, business development and business process; forging strong client relationships; building engaging pitch teams (and the need for them to rehearse!); the balance between a given marketing tool's aesthetic value vs functional value; and where Mark sees the legal industry and legal marketing moving over the next few years. All in all, lots of really interesting insights in this fascinating podcast.

This episode isn't just for legal marketing vendors; in-house marketers and event solo attorneys, too, will find value in Ann Heatherington's tips. My conversation with Ann boils down to building strong relationships. Vendors need to build strong relationships with in-house support staff (marketing, business development and admin)and these in-house folks need to build strong relationships with their attorneys. Candid conversations can help all sides achieve their goals.

A constant theme in conversations with attorneys on the Legal Marketing Studio is the increasing need to be a proactive partner who adds value to a client's business. In this episode, Michael Zullo, a partner in Duane Morris's Trial Practice Group, discusses the firm's Dispute Navigation Analytics (DNA) tool. Our conversation centers on the value the tool presents to Duane Morris's clients in terms of the clarity it offers them in their decision making process, while touching also on the marketing value it presents to the firm.

Attorney Kenneth Rashbaum of Barton LLP generously made time to sit down with the Legal Marketing Studio to discuss the shifts that he's seen in his thirty plus years practicing the law, specifically the ways in which the rapid technological advances during that time have affected the legal industry. These changes have created both opportunities and risks for law firms from both marketing and business standpoints as well as for their clients. Ken describes the business, legal, marketing and ethical reasons for engaging with technological advancements and integrating them into one's practice. Along the way, he also touches on the increasing need to provide value for clients and to communicate effectively with them (and everyone else).

At the heart of nearly all marketing materials are words. How well those words are written will determine how effectively they reach the intended audience. Edie Reinhardt and I sat down to discuss writing well, writing with purpose and writing to strategic effect. With a background in both the law and publishing, Edie has a unique perspective on how to tailor one's writing for a particular audience in a consistent, personal voice and maintain that writing over the long time span required of content marketing. Whether you're writing for a legal audience composed of other lawyers or seeking to reach potential clients who are not legal experts, you'll find plenty of insight in this conversation.

Photography is a powerful medium that fuels the web. I believe that there is so much potential for law firms to better use photography in amplifying their marketing messages that I invited one of my competitors, David Lubarsky, onto the podcast to discuss how firms can help us to conceive and create powerful images that integrate into their marketing materials. My conversation with David covers conceptualization, pre-production, post-production and, inevitably, our personal projects.

Robert Weiss of MultiVision Digital discusses the ways in which video can support or even drive a firm's marketing. Our conversation in this episode covers the strategy, distribution and content aspects of creating and using video well. Robert suggests ways that firms can maximize the impact of their videos and do so within a set budget. The key takeaways are that now is the time to start using video and that firms should be developing a video strategy and broadcasting content regularly.

Valeria Paik, the VP of Business Development at TAG Online, joins me on this episode of the Legal Marketing Studio to go over website hosting for law firms. We discuss the importance of reliable, fast and secure web hosting in this age of interconnectedness where one's website is the central hub from which the spokes of social media feeds, rich content channels and back office systems radiate. She talks about the many questions that law firms should be asking of their web host or of their design, marketing or branding agencies who are hiring a web host on behalf of the firm.

The Legal Marketing Studio is on vacation. We will be back with new episodes starting September 2nd and have a great line up of guests for the fall. In the meantime, please check out our archives, which is full of wonderful conversations on branding, the basics of selling, creating a culture of business development, developing a business mindset and building a firm that one can believe in. Remember to subscribe so you don't miss the new episodes when we return in September. Thank you for listing and enjoy the rest of your summer!

PR professional Janet Falk, principle of Falk Communications and Research, discusses how law firms can use PR proactively to instigate key influencers to undertake actions that lead to positive outcomes for their clients. We discuss the multiplicity of "publics" that public relations can reach, the increasingly fragmented nature of these in the digital age, and examples of PR being used to reach particular groups in order to advance clients' interests.

Nance Schick of The Law Studio talks about how and why she has built her solo practice over the past 13 years on an integrative and holistic model. We discuss the business and branding cases for aligning one's practice with clients' needs and the importance of building long term client relationships.