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

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