Law firm marketing: Making the most of what you’ve got!
If the legal marketing strategy for your law company revolves around 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 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 is hard work, and you must make the best of the writing you can produce. Here are several suggestions to help 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 quality, interesting material of any of the forms above, you don’t need to just send it out once or print it and leave it to sit in your reception area. You can distribute the content as much as possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded to my website?
- Have I emailed 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 the firm aware of it and can they explain it further if a client questions them?
- Can I transform it into another type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. As a result they are often presented once then left to become stale. The large amount of effort and time required to prepare them results in just one showing. If you want to get far more benefit from your presentation consider:
- Who else can I present it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to send the presentation in hard copy to people who were unable to 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 to discuss questions that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
Although these ideas may seem like additional 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’s important to consider that it is much easier to add a small 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 see that the next time you need to create content you’ll feel more confident 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.