Law firm marketing: Making the most of what you’ve got!

If the marketing strategy for your law company revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you’ll need to generate content.

Content is the lifeblood of legal marketing, and without it you may as well not have a law firm marketing plan. But producing content requires hard work, and you want to make the best of the writing you can produce. Here are just a few ideas for making sure you use the two most popularly produced types of legal marketing content as effectively as you can.

Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve produced some worthwhile, interesting material of any of the formats mentioned, you don’t need to only send it off once or print it and let it sit in your office. You ought to distribute the content as widely as is possible. For each piece of writing you produce, consider:

- Have I sent it to as many, relevant, clients as I can?
– Has it been loaded to our website?
– Have I sent it direct to referrers, associates and other professionals?
– Have I linked it with a post on Facebook and a tweet on Twitter?
– Has it been sent to media contacts?
– Is everyone in the company aware of it and can they explain it in detail if a client asks about it?
– Can I transform it into another style of content and distribute in a different format?

Law Firm Marketing – Presentations
Presentations are generally prepared with a particular audience in mind, or because of a particular request. Therefore they tend to be presented once then left to stagnate. All of that time involved in preparing them results in only a one time presentation. If you want to get much more out of your presentation consider:

- What other companies can I present it to?
– How could I let the greatest number of people know about it?
– Have I mentioned it on my website, Facebook, Twitter, or offered to present it to others?
– Is it relevant to send the presentation in hard copy to people who were unable to attend the seminar?
– Could I record an audio or video of the presentation and distribute it via email or directly?
– Can I write an article or blog to discuss questions that arose during the presentation?
– Have I followed up with additional content to all the people that were at the presentation?

While some of these suggestions may seem like more work at a time when you’ve probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it is important to consider that it is much easier to use a small amount of time now to really impact on what you’ve already produced than to produce a whole new piece of legal marketing material.

Maximise the results of all the time and effort you put into law firm marketing and you’ll see that the next time you create some content you’ll feel more positive about how effective the results will be.

John Gray is a practising lawyer and the Senior Marketer at John Gray Marketing, an Australian specialist law firm and legal marketing consultancy. If you are interested in law marketing, legal marketing and marketing for lawyers, contact John Gray today.


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