“But we paid for a great…
- CRM
- CMO
- Website
- Fill in the blank
are we getting a return on our investment?”
Too many law firms buy fancy lemons but simply forget to make the lemonade.
They invest in technology, people and events — but often don’t take advantage of or fully “squeeze the juice” out of these assets.
As we head into uncharted waters, it’s even more important to continuously refine our existing marketing efforts, particularly pertaining to content.
Here are just a few ways to get more from your marketing.
- Share widely with your contacts. A new piece of content or campaign shouldn’t just sit on your website—consider if it should be presented to key clients, prospects, referral sources and recruiters with a personal note.
- Break content into smaller servings. A white paper or webinar can be sliced into social media posts, blog entries, checklists, and talking points for client conversations.
- Integrate your content into pitches and BD materials. Great marketing content should be part of your proposal library—evidence that you understand the market and your clients’ challenges.
- Use as fuel for internal efforts. Repurpose content to train associates, brief lawyers before client meetings, or support thought leadership development.
- Make it part of your voice. If you’ve taken a stand or offered insight, make sure it’s part of your firm’s ongoing narrative—internally at the firm and in your business development conversations.
- Early in the process, invite your marketing team into room. They’ll have ideas based on strategy and creativity.
How do you make the most of your marketing efforts?
