116. Liel Levy, Nanato Media — Breaking into the Bilingual Market

Bilingual law firms are an investment in the future - in the U.S., 13% of the population speaks Spanish at home. Serving this market requires a strategy that looks beyond the nuance of language and taps into cultural competency. Liel Levy is doing just that. He and his wife , Co-Founder Natalie, have managed over $15MM in ad spend to bring law firms into the bilingual market. But Liel's experience goes far beyond Atlanta-based Nanato Media. Liel, a native speaker himself, grew up working for the family business - one of the largest legal brands in the U.S. that happened to serve latino clients. On today's episode we discuss creating a firm that reflects the community it serves, hiring native speakers, and removing the friction between law firms and hispanic clients.

What's in this Episode?

• Who is Liel Levy?
• Why is a bilingual strategy a legacy strategy?
• How can law firms set up a customer experience for Spanish speaking clients that allow them to thrive?
• What is the first step in building a bilingual law firm?
• What is the best way to communicate with Spanish speaking clients?
• Why is Google Translate a bad idea?