Whether the legal marketing strategy for your law firm is based on 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 create content.
Content is the lifeblood of legal marketing, without it you may as well not bother with a law firm marketing plan. But producing content is hard work, and you need to make the most of the material that you can produce. Following are just a few suggestions for making sure you use two of the most popularly 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 written any worthwhile, interesting material in any of the formats above, you don’t need to just send it out once or print it and leave it to stagnate in your reception area. You ought to distribute that content as widely as possible. For every piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to our website?
- Have I emailed it directly 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?
- Are others in the company aware of it and can they explain it in detail if a client questions them?
- Can I transform it into a different kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific audience in mind, or because of a particular request. As a result they tend to be presented only once and then left to become stale. All of the effort and time involved in preparing it gets only a one time showing. To get much more out of your presentation consider:
- Who else may I show it to?
- How could I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or suggested that I present it to others?
- Is it relevant to send the presentation in hard copy to those who couldn’t attend the seminar?
- Could I record an audio or video of the presentation and distribute it electronically online or directly?
- Can I write an article or blog discussing topics that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While some of these suggestions might feel like more work just 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 tiny 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 and effort you put into law firm marketing and you’ll discover 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.