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

Whether the legal marketing strategy for your law company depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of your stable of clients, you’ll need to generate content.

Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content means hard work, and you should make the best of the material you manage to produce. Here are some quick suggestions for making sure you use the two most commonly 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 forms mentioned, you don’t need to only send it out once or print it and leave it to sit in your reception area. You can distribute that content as broadly as is possible. For each item of writing you produce, consider:

- Have I distributed it to as many, relevant, clients as possible?
– Is it loaded onto my website?
– Have I emailed it directly to people who have referred me, 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?
– Are others in my firm aware of it and could they explain it in detail if a client asks?
– Can I turn it into a different type of content and distribute in a different forum?

Law Firm Marketing – Presentations
Presentations are generally written with a specific audience in mind, or because of a particular request. Therefore they tend to be presented only once then left to stagnate. All of that effort and time required to prepare it results in only a one time showing. To get much more benefit from your presentation consider:

- Who else can I show it to?
– How can I let the most people know about it?
– Have I discussed it on our website, Facebook, Twitter, and suggested that I present it to others?
– Can I send a hard copy of the presentation to those who couldn’t attend the seminar?
– Can I record an audio or video of the presentation and distribute it electronically online or directly?
– Can I write an article or blog discussing topics that arose from the presentation?
– Have I sent additional content to all the people who attended the presentation?

Although some of these ideas may seem like more work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to consider that it is far easier to use a small amount of time at the end to really impact on what you’ve already produced than it is to produced a whole new piece of legal marketing material.

Maximise the results of the time and effort you put into law firm marketing and you’ll find that the next time you need to create some content you’ll feel more confident 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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