Last week, we brought you part one of our session from Rio, “Client Centricity in Practice,” moderated by Melissa Kanô and Alexandre Pessoa of KLA Advogados, who were joined by Waldemar Thiago Junior, Vice President, Managing Director of Brazil for General Mills.
There were so many fantastic takeaways that I wanted to give you all the chance to sit with the first part before I brought you the second section. So here we go! Continue Reading Client Centricity in Practice – Part Two
We recently held the ILN’s Annual Conference in Rio de Janeiro, and as part of the business sessions, our host firm, KLA Advogados, invited one of their clients to speak about “Client Centricity in Practice.” It was an opportunity to have an interactive discussion with the attendees about questions that they had for our client panelist, who was open and honest about what he looks for in his outside counsel and touched on some hot issues. The session was moderated by Melissa Kanô and Alexandre Pessoa of KLA Advogados, who were joined by Waldemar Thiago Junior, Vice President, Managing Director of Brazil for General Mills.
This was such a great and meaty session that I’m going to break this up into two parts! Here’s part one. Continue Reading Client Centricity in Practice – Part One
After sharing all of their valuable content with us, Kevin and Lee were happy to answer some questions from the audience.
What’s the correlation of a strong brand with online lead generation?
Lee clarified the essence of the question as being "how is your brand going to impact your lead generation and online presence?" Kevin said that he wanted to say that larger brands would have more impact, but he wasn’t sure that this was true. He used Coca Cola as an example, saying that if they didn’t form the right strategy online with the people who want to drink Coca Cola, they’re not going to go anywhere.
In a lot of ways, the internet is the great equalizer (I say this to my attorneys all the time). If you take the time to craft a good strategy, understand what makes you unique, and demonstrate what your value is, you’re going to be effective and your brand will become stronger. You may even develop a stronger brand as an upstart than an old traditional company. Continue Reading Blogging for Clients: How Online Relationships Lead to Real-World Clients (A Re-cap) Part III
On Tuesday, we jumped into the first half of Kevin McKeown and Lee Frederiksen’s webinar on Blogging for Clients. Today, we’re looking at the second half!
Developing your Strategy and Tools
Lee said that when you look at online marketing at a macro level, there’s not one technique that says "this is the one to use." There are a whole bunch of techniques. So how do these fit together – how do you make sense out of this about what you need to do, and when you need to do it?
He showed us a slide with the content marketing model, which shows how the various techniques fit together. It was a series of steps, with escalating levels of interaction and trust with the client – it goes from the point where they’ve never heard of you all the way to they’re a client. Lee said that marketers may look at this as their marketing funnel, and business developers as their pipeline. Continue Reading Blogging for Clients: How Online Relationships Lead to Real-World Clients (A Re-cap) Part II
Recently, I had the chance to sit in on a webinar with Kevin McKeown of LexBlog and Lee Frederiksen of Hinge Marketing, as they discussed the topic of blogging for clients, focusing on how online relationships can lead to real-world clients.
Since this is a meaty topic, I’ll be breaking this up into multiple posts.
The speakers started by letting us know what the planned to cover in the webinar:
I like to think that I have a good sense of humor and believe that there is room for friendliness in a professional relationship. But I’ll admit to being surprised, and not in a good way, when after sending a thank you email to an events planner I’m working with, I got this response: "Always at your service, mylady[sic]." I’ve only been conversing with this person for a couple of months, and we certainly are not at that level of friendliness (although, as a friend of mine pointed out, a comment like this really only would have been appropriate had I signed off on my email "Until the morrow, my lord.").
But all joking aside, most of my Facebook friends agreed that this crossed the line. It inspired Christine Pilch‘s post "Avoiding inappropriateness to safeguard your brand," where she makes this important point (see her full post for the second example):
"Both of the above examples were likely innocent mistakes, however they illustrate how easy it is to damage your reputation by simply crossing a line. Your reputation is very closely intertwined with your brand, which is a reflection of your constituency’s perception of you. To illustrate my point, consider how BP’s reputation over the past 3-months has affected their brand.
Your brand is critical, so be careful to avoid any inappropriateness that could potentially damage it. Resist the temptation to be cute because it might not be perceived that way on the other end."
Continue Reading Uh Oh: My Email Was Misinterpreted. What Now?