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 a share of your stable of clients, you will need to generate 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 requires hard work, and you want to make the most of the material that you manage to produce. Following are just a few ideas for making sure you use two of the most commonly produced types of legal marketing content as best you can.
Law Firm Marketing - Written material (blogs, email alerts, brochures, guides, information sheets)
If you have created any quality, interesting material in any of the types above, you don’t need to just send it off once or print it and leave it to stagnate in your reception area. You should distribute that content as much as is possible. For each item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded onto our website?
- Have I emailed it directly to people who have referred me, 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?
- Is everyone in my company aware of it and could they explain it further if a client questions them about it?
- Can I turn it into another kind 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 and then left to stagnate. All of that time involved in preparing them gets only a one time presentation. If you want to get much more out of your presentation consider:
- Who else can I present it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or offered to present it to others?
- Can I send the presentation in hard copy to people who were unable to 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 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 may feel like additional work at a time when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it is crucial to consider that it is much easier to use a tiny amount of time now to really maximise on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Increase the results of the time and effort you put into law firm marketing and you’ll see that the next time you create some content you will 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.