Monday, August 20, 2012

Creating Israeli-U.S. Legal Alliances Online and Offline

New U.S. business opportunities await U.S. and Israeli firms willing to invest some time and effort in cross-border legal marketing campaigns. Internet marketing and personal networking minimize the cost of implementing strategic solutions.

U.S. attorneys are increasingly becoming specialized, which means that your business development campaign should target very specific markets both geographically and in regard to practice areas. For example, you might want to focus on intellectual property attorneys in Los Angeles, or the Jewish business community in New York.

A personal referral network of non-competing attorneys, accountants, bankers, clients and others is the most common way for U.S. attorneys to get business. An equally effective international referral network can be built through LinkedIn, blog posts, and international membership organizations.

Current clients are your best source of new business, so tell them that you are available to provide cross-border legal services on matters involving the U.S. and Israel. Give examples of the type of work you can provide. Spread the word far and wide on a regular basis to stay “top of mind” when a need arises.

Maximize the ability of your website to attract international attention with the right landing pages, meta tags, keywords, and frequently updated copy. A subject-matter blog will supplement your site and help you build an international following. Online ad campaigns using the geo-targeting features in Google AdWords can be highly effective in cross-border lead generation. In terms of social media, LinkedIn is the number one choice of U.S. attorneys and other business professionals.

Build your reputation for Israeli legal services among American prospects by speaking at international conferences. Webinars also offer a low cost alternative when reaching an international audience. Publishing articles is another effective way to attract cross-border clients, without the need for expensive travel. Consider co-authoring with a U.S. or Israeli counterpart to gain easier access to U.S. legal publications or trade magazines.

Read the full article on U.S.-Israeli legal marketing strategies, written in conjunction with my co-author Adv. Zohar Fisher, the CEO of Robus (, Israel's leading legal marketing company.