If the marketing strategy for your law firm revolves around 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 an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. However, producing content is hard work, and you should make the best of the writing that you can produce. Following are some suggestions to help you use the two 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 written some worthwhile, interesting material of any of the types above, don’t just send it out once or print it and let it sit in your office. Distribute the content as broadly as is possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded to our website?
- Have I emailed it direct to referrers, 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 can they explain it in detail if a client asks about it?
- Can I transform it into a different style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally created with a particular audience in mind, or because of a particular request. As a result they are often presented only once then left to become stale. The large amount of effort and time involved in preparing it results in only a one time showing. If you want to get much more out of your presentation consider:
- Who else can I show it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or 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?
- Could 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 to discuss questions that arose from the presentation?
- Have I sent additional content to all the people who were at the presentation?
While a lot of these ideas may seem like more work just 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 important to consider that it is much easier to add a small amount of time now to really impact on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase the results of the time you put into law firm marketing and you’ll see that the next time you need to create content you will 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.