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Presentation by Greg Siskind at AMLAW COO/CMO conference in NYC

Presentation by Greg Siskind at AMLAW COO/CMO conference in NYC

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  • 1. WEB SITES AND BEYOND: INTERNET MARKETING IN THE SECOND DECADE Greg Siskind [email_address] 901-682-6455
  • 2. The Challenges - 1994
    • Solo lawyer with limited time resources
    • Limited market potential in Tennessee
    • Lack of capital for expensive marketing campaign
    • Lack of established clientele
    • Lack of experience
  • 3. The Solution
    • Capitalize on interest in writing and enthusiasm for technology by using the Internet as a means of marketing
    • Created first web site and kick started a general immigration practice.
    • Created first lawyer blog in 1997
  • 4. Today
    • One of largest, best known immigration practices in the US (only 3 NLJ 250 firms have larger groups)
    • Representation of many of the best known companies and individuals in the world
    • Used many of the same online tools to create a global immigration law network to service clients moving to markets outside the US
  • 5. Health Care Immigration: A Case Study
    • The Goal: To identify high end niche markets with few firms readily identified as experts in the field
    • Zeughauser – Be identified as one of the top 2 or 3 firms in your area
    • Markets identified – health care, sports/entertainment, law firms, investors, M & A
  • 6. Why health care immigration?
    • Highly priced work (particularly MDs)
    • Less prone to economic cycles with decades-long labor shortages predicted
    • No disadvantage to being headquartered in a smaller market
    • Higher level of complexity than other areas of immigration and little competition
  • 7. Owning Health Care Immigration – The Online Tools
    • The portal
    • The email newsletter
    • The blog
    • Webinars
    • Matchmaking
  • 8. Owning Health Care Immigration – The Offline Tools
    • Book (J-1 Visa Guidebook (LexisNexis))
    • Lobbying
    • Regular op-ed submissions
    • Trade shows (exhibiting, speaking)
    • Government agencies (drafting programs, speeches)
    • CLE programs for health care lawyers
  • 9. The Results
    • Widespread recognition as market leader in this field
    • Represent hundreds of hospitals around the US including two of the largest hospital systems in the country
    • Represent one of largest foreign nurse staffing company in the country
    • Represent a number of the largest physician headhunting firms
  • 10. What’s Next: Law Firm Immigration
    • Why law firms?
    • Rolling out new portal on the web site for information on the topic – articles, charts, links to statutes, regs and cases, etc.
  • 11. BLOGS – The Pluses
    • Extremely effective way market a niche practice, or promote firm news
    • Very easy to use software that can be updated quickly and easily
    • Content easier to generate quickly
    • Search engines like them
    • Good way to recycle content – articles, powerpoints, video and audio files
  • 12. BLOGS – The Minuses
    • Easily become stale without regular attention
    • Not a substitute for writing articles (though the two complement each other)
    • Tougher to monitor and requires training and trust
    • Lack of formality might not fit image of a firm
  • 13. My Blogs
    • The big blog – news and opinion at http://blogs.ilw.com/gregsiskind
    • Visalaw blog – PR-oriented (news articles, announcements, etc.)
    • Health Care Immigration
    • Fashion, Arts Sports Immigration
    • Technotes – Gadgets and tech for lawyers
  • 14. Thanks
    • Contact Details at
    • www.visalaw.com