Whether the legal marketing strategy for your law firm 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 have a law firm marketing plan. However, producing content means hard work, and you want to make the best of the material you manage to produce. Here are several suggestions for making sure you use the two most popularly 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 quality, interesting material of any of the types mentioned, don’t only send it out once or print it and leave it to stagnate in your reception area. Distribute the content as broadly as possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I sent it directly 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?
- Is everyone in my firm aware of it and can they explain it in detail if a client questions them about it?
- Can I transform it into another type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a particular audience in mind, or because of a particular request. As a result they tend to be presented once and then left to become stale. All of the effort and time required to prepare it gets only a one time presentation. To get far more benefit from your presentation consider:
- Who else can I show it to?
- How could I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, or suggested that I present it to others?
- Is it relevant to send a hard copy of the presentation to people who couldn’t 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 discussing questions that arose from the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
Although some of these ideas may feel like additional work at a time when you’ve probably damaged 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 small amount of time now to really maximise on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the results of the time you put into law firm marketing and you’ll find that the next time you need to create content you’ll feel more positive 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.