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

If the legal marketing strategy for your law company depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of a solid growth of clients, you will need to create content.

Content is an essential part of legal marketing, and without it you may as well not bother with a law firm marketing plan. However, producing content means hard work, and you should make the most of the writing you manage to produce. Following are some suggestions 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 have produced any worthwhile, interesting material of any of the types mentioned, you don’t need to just send it off once or print it and leave it to sit in your reception. You ought to distribute the content as widely as is possible. For every piece of written material you produce, consider:

- Have I distributed it to as many, relevant, clients as possible?
– Has it been loaded onto our website?
– Have I emailed it direct to people who have referred me, associates and other professionals?
– Have I linked to it with a post on Facebook and a tweet on Twitter?
– Has it been sent to media contacts?
– Is everyone in the firm aware of it and could they explain it further if a client asks about it?
– Can I transform it into another type of content and distribute in a different form?

Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. As a result they tend to be presented only once then left to stagnate. All of the time required to prepare them results in only a one time presentation. To get much more benefit from your presentation consider:

- What other companies may I show it to?
– How could I let the most people know about it?
– Have I mentioned it on my website, Facebook, Twitter, and suggested that I present it to others?
– Can I send a hard copy of the presentation to people who were unable to attend the seminar?
– Can I record an audio or video of the presentation and distribute it via email or directly?
– Can I write an article or blog discussing topics that arose from the presentation?
– Have I followed up with additional content to all the people who were at the presentation?

While a lot of these ideas might seem like additional work at a time when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s crucial to consider that it’s far easier to add a small amount of time at the end to really maximise on what you’ve already produced than to produce a completely new piece of legal marketing material.

Increase the results of the time and effort you put into law firm marketing and you’ll see that the next time you need to create content you’ll feel more positive about how effective that content 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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