Design Your Own Beer (Can)

Nicholas Kosar Content Marketing, x

What do you do when you’ve pissed off your customer base? Well, help them get pissed. With your own beer. During the 2013 Major League Soccer season, DC United won only three games all season, while losing a whopping 24 times and drawing seven games. It was a horrible year, and attendance fell throughout the season. And yet, at some …

5 Rules of Engagement for a Social Media World

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, x

We’ve all been there. After a nice conversation at a cocktail reception or business event, you get the hard sell within the next day or two. Sometimes it’s expected, sometimes it’s not. It can come in various forms. For example: Someone wants to immediately “partner” with you (translation: please give me work, now, even though I haven’t asked you questions …

LinkedIn Success Starts with Japanese Footwear Habits

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, x

Seems people are accused of being too superficial, if anything. Of caring more about the cover than the book. You almost never hear people say, “She’s way too deep for me.” But I say too many businesspeople and professionals don’t care enough about their looks. The American Way I recall that classic image from the early 1980s: career women in …

How to Use LinkedIn to Promote Your Professional Services

Nicholas Kosar Content Marketing, Law Firm Marketing, Social Media, x

The conversation went something like this: Marketer: “And then use this ‘Share’ button in your LinkedIn account to share with your network the links to articles and blog posts you’ve written.” Fee-earner/professional, with look of mild horror on face: “But, I can’t do that. That’s spamming.” Marketer: “It’s not spamming. This is your network to communicate with. Either you asked …

Marketing the Professions ‘Hors d’Oeuvre’ Style

Nicholas Kosar Content Marketing, Law Firm Marketing, x

In the first part of this three-part series on new media professional services marketing, I explored the unique nature of professional services firms and why lawyers, accountants, and others generally find digital and social media marketing so challenging. This time around, I’ll explore two characteristics that are a mark of successful digital marketing: keeping your outreach in bite-size portions, and …

New Media Mosh Pit: The New Normal in Professional Services Marketing

Nicholas Kosar Content Marketing, Law Firm Marketing, x

The world of professional services marketing is not generally known for early adoption of cutting-edge marketing techniques. As I see it, there is one underlying reason: Professional services practitioners (notably lawyers) exist largely as a safe haven for their clients. Their role is to help their clients reduce risk and navigate uncertainty in the turbulent seas of the business world. …

3 Ways to Ensure Perfectionism Doesn’t Destroy Your Marketing

Nicholas Kosar Content Marketing, Law Firm Marketing, x

For the professional, a key driver of marketing success comes down to one phrase: “Getting your name out there.” In today’s digital and social media-driven business world, this would seem to be easier to accomplish than ever. And yet, it isn’t. Whether it’s content marketing, public relations, or building one’s social media presence, there are numerous reasons why professionals find …