Networking & Business Development

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iStock_000019798838XSmall“Content marketing” is a huge and meaty topic, and it’s one that there are many, many facets to. We could talk about it for years (and I’ve already spent lots of Two for Tuesdays’ posts dissecting various aspects of it).

Today, I’d like to get a little bit back to basics, and look at three questions you probably have about content marketing, based on things I’ve wondered myself, things I’ve been asked, and conversations I’ve had with other legal marketers. Definitely add to the conversation on this one with additional questions you may have in the comments!

What IS content marketing?

We hear this term bandied about a LOT. It sounds fancy and it sounds very marketer-y, so I’m sure lawyers think “Yep, not for me!” and marketers think “Oh please, not something else I’m responsible for!” But the good news for law firms is that they’ve LONG been producers of content, and now we just need to refine the strategy and process a little bit to make it even more effective. Whew! 
Continue Reading 3 Questions You Probably Have About Content Marketing

111HWe’ve talked a lot about networking here at Zen, and covered a lot of the traditional ideas:

  • Use social media to prime your contacts before an event.
  • Don’t skip anything.
  • Don’t hang around with only the people you know.
  • Use the event organizers to help introduce you to people.

And more.

But these are fairly straightforward, right?

What if we turned networking on its head and gave you a few totally unconventional ways to network? These aren’t things you’d necessarily have  to advertise to anyone that you were doing, but they would challenge you out of a networking rut if you’re used to attending a certain organization’s events and talking to the same people, or networking in the same way. 
Continue Reading The Unconventional Guide to Networking

eDLHCtzRR0yfFtU0BQar_sylwiabartyzel_themapToday, I had the pleasure of attending (via Skype along with the LMA NJ City Group) the Metro New York’s presentation of “Legal Marketing Goes Global: Maximizing International Success for your Firm.” The session was a panel discussion (with questions from the audience throughout) that featured moderator Bob Robertson, the Director of Strategic Business Development at Cadwalader, Wickersham & Taft, LLP, and panelists, Howard Kravitz, the US Marketing Leader for PwC and Joanne Southern, the Chief Marketing Officer for Proskauer.

Without going through the entire panel discussion (which was excellent), I do want to offer some key takeaways that I thought were particularly poignant and valuable: 
Continue Reading Legal Marketing Goes Global – A Panel Recap

Redhead girl with green phone on yellow background.If you ask any of my lawyers, they’ll tell you that I have a “mad face.” I reserve it for times when I need to get them moving from one thing to the next at conferences (and they’re not hustling), or when I am actually frustrated about something that’s not running as smoothly for them as I would like.

But truth be told, it actually takes quite a lot to get me legitimately mad. It happens so seldomly that I can remember each incident quite clearly – and that means they leave an impression.

I had one such issue in advance of our recent Annual Meeting, having nothing to do with the actual conference, and it was such a frustrating example of how NOT to treat a customer that I wanted to share it here as a cautionary tale for all of us to remember how easy it is to make or break a client relationship in a single interaction.

My customer service story involves clothes – the short version of the story is: I needed a few new things in advance of the conference, and decided to order from Boden, a British company (this is important). I’d never ordered from them before, but have gotten their catalog for years and always liked the look of their styles. I placed the order late on the 16th of May, knowing I was leaving on the 25th, and paid for premium shipping (3-5 business days). 
Continue Reading How to Lose a Client in One Easy Step

iStock_000016208954XSmallYou may notice that things look a *wee* bit different around here, especially if you’re viewing this on a mobile device – that’s because today, we launch Zen’s fancy new re-design!

It’s a cleaner, fresher look, and the most exciting change is that we’ve gone responsive, so you’ll have the ability to read Zen posts…

One week from today, I leave for our Annual Meeting in Sicily, which has got one major thing on my mind (aside from last minute details) and that is NETWORKING.

This is our largest conference of the year, so it presents a LOT of opportunities for our delegates to take advantage of the networking opportunities that are available to them just by showing up. But as with any marketing or business development activity, you only get out of it what you put into it. 

Yes, it would be nice if you could walk away from an event with little or no effort and have business thrown right into your lap, but it just doesn’t work that way (once in a blue moon, the stars will align and it will happen, but that’s luck, not networking).  

So today, I wanted to focus on some dos and don’ts of conference networking, in the hopes that whether you’re a consummate networking professional or a first timer, you’ll get something out of this list! 

I’m going to put these in bullet formatting for a quick list you can zip through, so let’s go! 

Continue Reading Dos and Don’ts of Conference Networking

The final key in getting and communicating the value of any conference or event you attend is, of course, in the follow up. Follow up seems like an obvious piece of the puzzle, but because you’ve been out of the office for a couple of days, and there are demands on your time from the moment you land, it’s actually fairly easy for it to slip from the front of your mind to the back burner. 

It’s essential not to let that happen, so that you don’t lose all of the value that you’ve gained from preparation and engaging in the conference. 

As with preparation and engagement, there are a number of different ways to follow up after (and even while you’re still at) an event, culminating with a review for your colleagues and firm decision makers. The reason I suggest that the follow up end with the review is two-fold – one, when you do all of the other follow-up first, all of the conference value will be very fresh in your mind, and you’ll have your key points handy to share with them right away.

And two, implementing this follow up will hopefully have them following along and result in some further engagement, which will help you to demonstrate additional value even more easily during the review meeting. Continue Reading Communicating Conference Attendance Value: Follow Up

Last week, we started talking about how to get the most value out of a conference or event that you’re attending, and then communicate that value back to those at your office. Preparation before the event is key, but the next piece of the puzzle if about engaging at the conference itself. 

This is something that we’ve talked about here at Zen before. in part, it’s about putting into place the preparation that you started before you left for the conference. 

Attend all of the Sessions You’ve Identified in Your Review

Prior to the event, you’ve reviewed the agenda and identified the sessions that will have value for you, your firm and your colleagues. Now is the time to not only get to those sessions, but also to stay engaged in them – take notes, live tweet, write blog recaps, ask questions – whatever will keep you most invested in each individual session so that you stay focused on the takeaways is the key here.

Don’t assume that you’ll just remember the highlights either – use whatever notes system works best for you to get your impressions of the presentation or discussion down as it’s happening. Continue Reading Communicating Conference Attendance Value: Engage

As we lead up to the Legal Marketing Association‘s Annual Conference, the importance of communicating the value of attending any conference to those back in the office has been in the forefront of my mind. The LMA conference is always packed to the gills with scheduled events, because marketers have to be able to prove to the decision makers that there is value to be gotten from attending. 

Even though the ILN has more opportunities for organic networking at our conferences, there is still a burden on our attendees to show their partners that this is not a boondoggle. 

No matter which conferences or events we’re attending this year, there are some ways that we can get out ahead of the inevitable question "Is your attendance at that event really worth it?"

I’m going to break this up into three posts, looking at different ways to address this question. The keys are to Prepare, Engage and Follow Up, and today, we’ll focus on preparation. 

We all love the idea that we can just show up somewhere without preparation, and it will be successful – we’ll meet all the right people, new business will flow our way, and we’ll run out of business cards on the first day because people are lining up to meet us.Continue Reading Communicating Conference Attendance Value: Preparation

Another Tuesday, another opportunity for us to focus on content marketing! But today, there’s a twist! We’re looking at visual content marketing today. 

Now, it may seem like this isn’t something for law firms or lawyers to think about, but I promise you that it is. I was just reading an excellent article over on Business 2 Community on The 10 New Rules of Visual Content Marketing from Paul Bingham, who says: 

It used to be OK to have a static website gallery, post text to your social channels, and use corporate photos and videos online. Now, readers depend on visuals to figure out whether your content is worth their time."

Expectations of consumers have changed too. They no longer have time to click through to an image or link to see what your content is about. They make split-second decisions based on the visual content provided."

That’s not just true for your average consumer – it’s true for clients, potential clients, influencers and amplifiers as well – we’re all busy people, quickly scrolling through our feeds looking for what grabs our attention the most strongly to determine whether we invest any time in it. Visuals can help someone to decide to make that time investment in your valuable content. 

Continue Reading Two for Tuesdays: Visual Content Marketing