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

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

Content is an essential dynamic of legal marketing, without it you may as well not have a law firm marketing plan. But producing content is hard work, and you need to make the best of the writing you can produce. Here are some quick suggestions to help you use two of the most popularly produced types of legal marketing content as best you can.

Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve written some worthwhile, interesting material in any of the types mentioned, you don’t need to only send it out once or print it and let it stagnate in your reception area. Distribute the content as much as possible. For each item of written material you produce, consider:

- Have I distributed it to as many, relevant, clients as possible?
– Has it been loaded to our 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?
– Is everyone in my firm aware of it and could they explain it in detail if a client questions them about it?
– Can I turn it into another type of content and distribute in a different format?

Law Firm Marketing – Presentations
Presentations are usually created with a specific reception in mind, or because of a particular request. Therefore they tend to be presented once and then left to stagnate. All of that time involved in preparing it results in just one showing. To get more out of your presentation consider:

- What other companies could I present it to?
– How can I let the most people know about it?
– Have I discussed it on my website, Facebook, Twitter, or offered to present it to others?
– Is it relevant to send a hard copy of the presentation to those who couldn’t 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 topics that arose from the presentation?
– Have I followed up with additional content to all the people that were at the presentation?

While some of these ideas might seem like additional work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is essential to remember that it’s much easier to add a tiny amount of time now to really maximise on what you’ve already produced than it is to produced a whole new piece of legal marketing material.

Improve the benefits of the time you put into law firm marketing and you’ll discover that the next time you create content you will 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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