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

Whether the 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 your stable of clients, you will need to create content.

Content is the lifeblood of legal marketing, and without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you should make the most of the writing you manage to produce. Here are some ideas 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 produced any quality, interesting material of any of the forms mentioned, don’t just send it off once or print it and leave it to stagnate in your reception area. You can distribute the content as broadly as is possible. For every item of writing you produce, consider:

- Have I sent it to as many, relevant, clients as possible?
– Is it loaded onto our website?
– Have I emailed it direct 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 company aware of it and could they explain it further if a client questions them?
– Can I turn it into another kind of content and distribute in a different format?

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

- What other companies may I present it to?
– How could I let the most people know about it?
– Have I discussed it on our website, Facebook, Twitter, or offered to present it to others?
– Is it relevant to send the presentation in hard copy to those 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 to discuss topics that arose from the presentation?
– Have I followed up with additional content to all the people that attended the presentation?

Although some of these ideas may feel like additional work just 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’s important to remember that it’s far easier to use a small amount of time at the end to really impact on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.

Increase the benefits of the time you put into law firm marketing and you’ll find that the next time you create some content you will 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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