photo-1429277158984-614d155e0017“What if we showed up and said ‘We’re human too’?” asked Deloitte CMO, Diana O’Brien during last week’s Legal Marketing Association‘s keynote presentation.

It may seem like a strange message from a CMO when talking about marketing your brand, but like many of us, O’Brien has been emphasizing that the client experience is essential for marketing success – and the way to connect with your clients is by “creating moments that matter” and then acting on them.

She focused on a few key themes that supported this idea throughout her presentation:  Continue Reading Marketing: Creating Moments that Matter

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April/May 2016

The ILN is proud to announce our latest firm of the month, Lidings Law Firm, Moscow, Russia!

Lidings is a leading independent national law firm with a broad base of clientele in Russia and the CIS. Since its launch in the mid-2000s, the firm has achieved impressive growth and built a noteworthy reputation. The firm advises its predominantly international clients from its two offices in Moscow and St. Petersburg. Continue Reading ILN Firm of the Month – Lidings Law Firm, Moscow, Russia!

photo-1457369804613-52c61a468e7dThe saying goes “If a tree falls in the woods, and no one is around to hear it, does it make a sound?”

If you’re writing or producing content, it should be “If you write an article [blog post, tweet, produce a video, etc.] and no one reads it, does it matter?”

The short answer is no.

For me, content is very much tied up with content audiences – if you’re taking the time to write or create something to add value and promote your message, then it should matter to and reach your audiences, right?

How can you make that happen? Continue Reading Two Ways to Make Your Content Relevant to Your Audience

PhotoOne of the greatest criticisms you hear for legal content is that it’s lacking in personality. Lawyers have the talent and the intelligence to communicate their valuable legal expertise, but often, their passion for the subject doesn’t translate well for someone who’d prefer that they “give it to them straight” instead of filling an article, post, or video with legalese.

But what does that mean – “add personality” to your content? And how do you do it?

The Content Marketing Institute’s Sarah Rickerd authored a great post this week with 10 Tips to Pack More Personality into Your Content, and two of them really stuck out for me. Before we touch on them, I know your first question is going to be “why bother?” The reason is simple, and Sarah addresses it early on – it’s about engagement.

We’ve talked before about how short our attention spans are today – ideally, the right audience would see your post, realize how important your message is for them, and hang on every word. But the reality is that we’re all busy people, and unless we’re engaged in what we’re reading, we’re going to move on to the next thing in seconds. Your audience may save your content for another day, when they have “more time,” or with the greatest of intentions of reading or viewing it, or they may never pay attention to it at all. Continue Reading Two Tips to Add Personality to Your Content

photo-1457213453084-d386450c6252Next week, I’m heading to Tokyo for our Asia Pacific Regional Conference, and the following week, I’ll be off to Austin for the Legal Marketing Association’s Annual Meeting (and yes, I’m running my half-marathon in between those two, in a city that is not my home). Because of this, I’ve got conference networking on the brain. Much of what I want to say about conference networking I’ve already said here at Zen, so instead of rehashing it, I want to round-up some of my favorite posts and advice for networking at conferences right here for you. I’m also throwing in a couple of posts related to general networking, and adding in how you can apply the advice to conferences:

Networking Hacks from Undergrads

The two tips in here are to embrace Facebook (really, social media in general) and that business cards are back. In terms of social media, you want to be using this before, during and after a conference – before the conference, use the tips suggested in the post to find and connect to the speakers and attendees at the event that you’d like to meet, and set up networking opportunities. While things can happen organically, wouldn’t you rather make sure that you didn’t leave them up to fate? During the conference, do the same. When you  meet someone, or see a speaker that you like, add them to your LinkedIn connections with a personalized note reminding them of your connection or complimenting them about something that they said. After the conference, add anyone that you missed and arrange to follow up with them where appropriate. Ensure that you have plenty of business cards with you, that they’re up to date with your current information, and are memorable – people were clamoring for my unique cards at the recent awards ceremony I went to in London, even though they were already members of a competing network. Continue Reading The Value of Conference Networking

Run1If you’ve been spending any time with me lately, you know that I’ve been running. A lot.

I’m training for my first half marathon, which is in two and a half weeks, and yes, I’m nervous about it. I’ve never run that far (“that far” being 13.1 miles if you’re not familiar with the half marathon distance). I’ve done several 5ks, and one rather dubious 10k in the rain, where I ended up walking a lot due to a lack of training, but this time, I’m serious.

I’ve been serious about my training, my rest time, my nutrition, the whole kit and kaboodle.  Continue Reading Two Ways Content Marketing is Like Running

Today, I’m bringing you a reprint of my friend, Lance Godard‘s latest blog post on 3 reasons every lawyer should study JD Supra’s Readers’ Choice Awards. The awards came out earlier this week, and while you may be inclined to dismiss them automatically as something only to celebrate for those who were honored, you’d be wrong. There are actually a number of important reasons you should be focused on the information revealed in these awards, and Lance is here to tell us why.

***

[Guest perspective by Lance Godard, Client Relations Manager in the Ohio offices of employment law firm Fisher & Phillips.]

JD Supra just published their inaugural Readers’ Choice awards, featuring top authors and top content across 26 categories in 2015. The accompanying report provides critical insight into who’s reading what – and in which industry – that every lawyer should know. Some observations:

Clients Read What They Need To Know

First, the awards make clear that the “secret” of leading authors on JD Supra is to give the people what they want. These authors are writing about the issues relevant to the companies they want to reach. That may seem self-evident, but it’s not. Because it means you have to step away from your perspective as advisor, as someone who knows what her clients SHOULD be worrying about, and step into the shoes of those clients trying to understand a hundred different and diverse legal issues all at once. Of course you can (and should) write about issues you think your potential clients need to know. But if you’re not analyzing the developments they think are important, you’re not going to gain the credibility that will lead them to take your word for it.

…step away from your perspective as advisor, as someone who knows what her clients SHOULD be worrying about, and step into the shoes of those clients trying to understand a hundred different and diverse legal issues all at once.

Continue Reading 3 Reasons Why Every Lawyer Should Study JD Supra’s Readers’ Choice Awards

business people in a series with a casual guy doing the headstand

Last week, I was speaking with one of my lawyers about content marketing and social media, and he wanted to know whether “all this blogging and social media stuff” really brings in work for lawyers. It’s a question I get a lot from my lawyers, and one that ties in nicely with an article I was just reading this afternoon, so I thought I’d share my answer with you here as well.

While there are those one-off stories that you hear, when the timing is just right that a lawyer blogs about a topic and an in-house counsel is looking for an expert in that area at the same time, and they find each other and a matter is secured, that’s certainly not the norm. I’ve never suggested to my lawyers that they engage in social media because it’s going to directly lead to more work coming in. What I do tell them is that it enhances their existing word-of-mouth reputation. When I was speaking with my lawyer last week, I said to him what’s much more likely to happen is that a potential client will be looking for a referral, and someone that they know, like, and trust will give them a name.

As we all do these days, the potential client will then Google that lawyer. When they do so, if what comes up is a series of well-written, thoughtful blog posts on the subject matter that the potential client is interested in, a robust LinkedIn profile that showcases the lawyer’s expertise in the area, and a Twitter feed that shows that they engage with thought leaders in the industry and share relevant content (both their own and others) that puts them on the cutting edge, then the potential client will feel more confident and comfortable in giving the work to that lawyer. It’s human nature – we want to have our choices confirmed so that there’s as little risk as possible in making them.  Continue Reading Two Ways Content Marketing Can Advance Your Professional Brand

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March/April 2016

The ILN is proud to announce our latest firm of the month, Abe, Wada & Watanabe – Tokyo, Japan!

Abe, Wada & Watanabe is an internationally oriented boutique law firm based in Tokyo, Japan. Their attorneys have considerable experience representing a wide variety of corporate clients, including foreign multinationals in Japan (inbound work) and assisting Japanese companies that do business abroad (outbound work). All of the partners and many of the associates at Abe, Wada & Watanabe have worked in the legal profession overseas and understand the needs of overseas clients.

Abe, Wada & Watanabe’s clientele consists entirely of corporate entities, multinational businesses that lead the automotive, aircraft, strategic consulting, telecommunications, high technology, sporting goods, medical equipment, information services, transportation and the food and entertainment fields. Their practice areas include Intellectual Property, Corporate, Commercial, and Employment Law.

One unique aspect of their firm is that many of the world’s large international law firms, even those with local offices in Japan, seek their advice on transnational negotiations, dispute resolution and litigation in Japan – when the lawyers at the world’s top firms look for advice in Japan, they often turn to them.

With this background, Abe, Wada & Watanabe is uniquely positioned to assist ILN members and their clients in navigating an array of Japanese and international transactional legal matters.

Main Contacts at Abe, Wada & Watanabe and More…

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Learn More…
Full descriptions of Abe, Wada & Watanabe’s services, expertise, and lawyer profiles
are available on their ILN profile.
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Wada Nobuhiro
Telephone: (+81) 3-3512-3711
Practice Groups: Corporate & commercial law, employment
ILN Executive Director, Alan Griffiths says…
“As one of the original members of the International Lawyers Network, Abe, Wada & Watanabe have shown an unparalleled commitment to the ILN. We look forward to joining them in Tokyo in a few short weeks for our Asia Pacific Conference, graciously hosted by their firm.” 

1928e537Litigators: a recent survey by public relations firm Greentarget highlights the opportunity to be proactive with your clients, says Senior Vice President and head of the firm’s Crisis & Litigation Communications Group, Larry Larsen.

The survey itself focused on the intersection between communications planning and reputation in high-profile lawsuits, and revealed that a lack of planning outside of the courtroom, not surprisingly, can lead to damaging a company’s image. From Greentarget’s press release:

[W]hile senior legal officers acknowledge the importance of communications with stakeholders during high-profile lawsuits, the majority have outdated strategies or no strategies at all to direct communications outside of court.

This lack of preparation leads to an overly conservative approach defined by decisions and actions that are often impulsive and governed by the fear of negative media attention. Ironically, these instincts can compound the likelihood of reputational damage.

This vicious cycle – an increasing number of high-profile lawsuits, deficient planning, conservative approaches, and the resulting potential negative attention – is exacerbated by the lack of accountability at most organizations.  The majority of respondents said that they are not ultimately responsible for communications strategy outside of court. They stated that other senior leaders in their organizations have final authority and that their CEOs were either actively involved throughout litigation or at least engaged major decisions.”

Continue Reading Crisis Management: An Opportunity for Litigators to Be Proactive