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Podcast: Implementing a Ninja Marketing Strategy to Bring in Business

Barry P. Goldberg was born and raised in the San Fernando Valley, and is very much a self-made success story. His Woodland Hills plaintiff’s personal injury law firm has experienced high velocity growth in the last couple of years, garnering a place on the Law Firm 500 “Fastest Growing Law Firms in the U.S.” for 2016 and 2017, and the firm is on track to make that list again in 2018. Barry believes that his sustained growth is a product of 1) great results 2) an impeccable client experience and 3) a willingness to embrace change.

Barry recognized that a shift in consumer attitudes toward lawyers found online would change the hiring of lawyers forever. His goal was just to be found by potential new clients who would benefit from his services. Barry’s approach was to compete at no or low cost. Barry recommends his “ninja” marketing approach to lawyers and law firms who are looking to keep their traditional notions of integrity, while remaining relevant to the increasingly online consumer. The 3 pillars to the “ninja” approach is to focus on 1) content marketing 2) local marketing and 3) a niche practice.

What you’ll learn in this episode:

  • How Barry kept his online business plan dignified, truthful and accurate to show who he really was.
  • How he developed a “ninja” marketing approach for his firm that differs from lawyers who spend large amounts on marketing, and how the percent of his caseload coming from clients who learned about him online has soared to nearly fifty percent.
  • His process for expanding his web presence using blog posts and online directories.
  • How his blogging experience allowed him to develop a niche practice and bring in more business.

Ways to contact Barry:

Podcast: How Every Litigator Can Become a Rainmaker

Widely recognized as an authority on building law firm clientele, Craig Brown has worked with law firms for more than 20 years in the areas of business development, training, coaching and strategy. As a former practicing lawyer, he helps lawyers use their strengths to build relationships that lead to strong books of business. Craig has developed and conducted hundreds of action-oriented seminars and workshops on business development.

Craig is a consultant with LawVision, a leading law firm strategy and growth consultancy. He is the co-developer of the Lawyer Behavior Profile™ used by hundreds of lawyers to identify and apply key business development strengths. Prior to LawVision, Craig formed and operated The Motivera Group, an independent business development consultancy for law firms and Modena Seminars, a seminar-based training company focused on law firm seminar development and training.

What you’ll learn in this episode:

  • Why litigators often have similar personalities to non-litigators and the different way they go about business development.
  • How to identify your unique business development traits and leverage those to develop a referral network.
  • Why it’s critical to focus your practice in one or two industries and become a thought leader in that space.
  • How to maximize your time with referral sources to formalize relationships.
  • How to overcome your reluctance to network and talk about your expertise.

Ways to contact Craig:

Resources:

Podcast: Creating an Online Presence to Generate New Business

Jason Ciment, a former attorney and CPA, launched an e-commerce website in 1996 to sell magazine subscriptions to businesses, schools and libraries. In 2003, Jason bought the e-commerce platform company that ran his magazine business and started licensing the shopping cart platform to businesses that wanted an online store.

In 2008, he put his years of Search Engine Optimization (SEO) experience to work for others by launching GetVisible, a consulting firm to help e-commerce clients drive traffic to their websites. The company later expanded into other channels such as law firms, manufacturers and nonprofits. Jason oversees GetVisible and works to ensure consistent and high-quality work on every project. It is his goal to stay at the forefront of web design trends as well as internet marketing technology opportunities.

What you’ll learn in this episode:

  • The importance of investing in public relations, SEO, and social media marketing and engagement for small and large firms to generate leads.
  • The value of the 4 C’s in branding and web design: Competitor, Communication, Collaboration and Coding.
  • How marketing can create messaging that attracts web traffic and why this is an ongoing process.
  • Techniques that allow search engines, and ultimately clients, to view the web-based content you offer as informative and valuable.
  • How to measure success through key performance indicators (KPIs) such as website traffic, and how much of that traffic converts to calls, leads and sales.

Ways to contact Jason:

Podcast: From the Outside Looking In: Getting Hired by In-House Counsel

Jaimala Pai is Principal Legal Counsel at Medtronic, where she provides legal support across all business groups within the enterprise on a broad range of health law matters, including new business models, fraud and abuse issues, and value-based health care arrangements.

Prior to joining Medtronic, Jaimala was Senior Counsel for Coloplast Corp.; Senior and Associate General Counsel at UnitedHealthcare; corporate counsel at Northwest Airlines, Inc. and in private practice at Faegre & Benson, LLP. After graduating from the University of Denver and the University of Minnesota Law School, she served as a judicial clerk on the Minnesota Court of Appeals.

What you’ll learn in this episode:

  • How to break into large companies that tend to have preferred provider networks, or a series of closed networks of law firms.
  • How to get in front of the right people who are the true decision-makers within an organization.
  • The importance of highlighting your areas of expertise on your website and online biography.
  • Why and how specializing can bring in new business.

Ways to contact Jaimala:

Podcast: Ask for What You Want – Be Proactive in Your Legal Career

Olivia Goodkin is an employment law attorney with decades of experience representing clients and companies on a variety of issues, and has served as head of the employment law practice groups at two prominent law firms. She now represents clients as a neutral investigator of employee complaints, including sexual harassment, racial or other bias, misuse of corporate funds, threats of violence and other workplace issues. Her ability to determine witnesses, credibility, and to uncover all the relevant facts surrounding an employee complaint comes from her background as a trial attorney in state and federal courts and before arbitrators and administrative officers.

What you’ll learn in this episode:

  • How the legal profession has changed since the era when it was dominated by the “Greatest Generation” attorneys
  • Why certain practice areas offer greater opportunities for women
  • Why women attorneys still have a generally higher level of guilt about how their performance is evaluated and their time away from the office, when compared with male peers
  • Why different generations have different comfort levels with business communication and attire, and why it’s critical to understand your audiences to further your career
  • How young attorneys can take advantage of leadership roles, build networks and strengthen their outreach as they establish careers

Ways to contact Olivia:

Podcast: It’s Chambers Season: What You Need to Know

Megan Braverman, Principal of Berbay Marketing & PR, has an exceptional reputation as a strategic asset for law firms and other professional service firms. She is known for her ability to execute marketing programs that surpass business goals by immersing herself in clients’ operations, identifying what sets them apart from their competition and leveraging this to create countless PR opportunities, generate awareness and reinforce credibility. Within this, Megan works closely with individual attorneys and law firms to navigate the Chambers & Partners process, which includes crafting compelling submissions that get noticed. She has been instrumental in attorneys receiving top rankings.

What you’ll learn in this episode:

  • How the Chambers submission process works, a breakdown of the nomination and the importance of each section.
  • Why you need to follow, not tailor, the nomination form when describing cases or deals, and how to best highlight key aspects of the matter.
  • How to use the B10 section of the application to emphasize significant professional talents or contributions to the legal practice not covered elsewhere.
  • The role that researchers and editors play in the research process to evaluate nominations.
  • Why it’s critical to devote sufficient time for completing the nomination process and how to select referees who can strongly speak in support of your candidacy.

Ways to contact Megan:

Resources:

Podcast: How to Create a Law Practice You Love and Accelerate Results

Linda Feinholz is a business-building expert, author and speaker who shows entrepreneurs and small business owners how to accelerate results and create a business they love. With more than 18 years of experience consulting with professional service firms in multiple industries, Linda breaks through the “same old thing” thinking and “copycat” positioning that often plague professionals who are brilliant technical specialists, but not as skilled in rainmaking. Linda’s clients have included mega-firms whose partners are well-recognized in their specialty; regional firms whose management needs to position the second generation; and experienced sole practitioners who have left larger firms to go out on their own.

What you’ll learn in this episode:

  • Why it’s critical to step back and look at the big picture to determine your vision for your business and your life.
  • What the next step is toward business development after defining how your profession fits into your life.
  • How to use the resources you have to start building your business, instead of starting from scratch.
  • How networking and building strong relationships, within your firm and without, can enable business growth.
  • How to strategically use social media, such as Facebook and LinkedIn as business development tools.
  • How a mindset of curiosity can help you discover potential sources of business that have been in front of you all along.

Ways to contact Linda:

Podcast: Lawyers, Listen Up: 5 Keys to Being a Happier, More Productive Lawyer

Judith Gordon, is an attorney-coach, lecturer at UCLA School of Law and founder of LeaderEsQ who transitioned from practicing law into coaching to focus on equipping lawyers with the mental fitness and performance tools they need to thrive in practice and in life. She trained in emotional intelligence coaching with the Institute of Social and Emotional Intelligence and in mediation at the Straus Institute for Dispute Resolution. Judith was director of marketing and professional development at a mid-sized law firm for close to a decade. She works with lawyers to create a personalized, holistic approach to building a sustainable career. Judith writes and presents regularly at law firms and conferences on performance, and being a healthy, happy, high-achieving professional.

What you’ll learn about in this episode:

  • What it means to be a “whole lawyer,” and why it is important
  • Why multitasking isn’t effective and how it can actually hurt your productivity rather than help it
  • The importance of mindset and its connection to productivity, efficiency, and overall satisfaction
  • How managing your energy affects productivity and how to transition your mindset to accommodate the task at hand to produce better results
  • How to find true satisfaction in one’s professional career after feeling overworked and burdened with stress

Ways to contact Judith:

Berbay Marketing & PR