Amlaw

WEB SITES AND BEYOND: INTERNET MARKETING IN THE SECOND DECADE Greg Siskind [email_address] 901-682-6455

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

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

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

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

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

Owning Health Care Immigration – The Online Tools
The portal
The email newsletter
The blog
Webinars
Matchmaking

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

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

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.

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

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

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

Thanks
Contact Details at
www.visalaw.com

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Amlaw

by gsiskind on Nov 05, 2007

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Amlaw — Presentation Transcript