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

If the marketing strategy for your law firm depends on 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 bother with a law firm marketing plan. But producing content means hard work, and you must make the most of the writing that you can produce. Here are some 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’ve produced any worthwhile, interesting material of any of the formats mentioned, you don’t need to just send it off once or print it and let it stagnate in your office. You ought to distribute the content as widely as is possible. For each piece of written material you produce, consider:

- Have I distributed it to as many, relevant, clients as I can?
– Is it loaded onto my website?
– Have I sent it direct to referrers, 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?
– Are others in my company aware of it and can they explain it in detail if a client has queries about it?
– Can I turn it into another style of content and distribute in a different format?

Law Firm Marketing – Presentations
Presentations are generally written with a specific audience in mind, or because of a particular request. As a result they are often presented once and then left to stagnate. All of that time involved in preparing it gets only a one time showing. If you want to get far more out of your presentation consider:

- Who else may I show it to?
– How could 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 the presentation in hard copy 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?
– Is it viable to write an article or blog discussing questions that arose from the presentation?
– Have I sent additional content to all the people that attended the presentation?

Although some of these suggestions might seem like more work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is essential to consider that it’s much easier to use a tiny amount of time now to really impact on the impression you’ve already produced than to produce a whole new piece of legal marketing material.

Improve the benefits of all 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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