If the legal marketing strategy for your law firm depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of your stable of clients, you will need to generate content.
Content is the lifeblood of legal marketing, without it you may as well not have a law firm marketing plan. However, producing content is hard work, and you should make the best of the material that you manage to produce. Following are some quick suggestions to help you use the two most reliably produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve created any worthwhile, interesting material in any of the forms above, don’t just send it off once or print it and leave it to sit in your office. Distribute the content as widely as possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded to our website?
- Have I sent 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 firm aware of it and could they explain it in detail if a client questions them?
- Can I transform it into a different style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually created with a particular audience in mind, or because of a particular request. Therefore they tend to be presented once and then left to become stale. The large amount of effort and time involved in preparing them gets only a one time presentation. To get far more benefit from your presentation consider:
- Who else may I present it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy to those who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it electronically online or directly?
- Can I write an article or blog discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
While these ideas may seem like more work just 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 far easier to add a tiny amount of time at the end to really maximise on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase the results of all the time you put into law firm marketing and you’ll see that the next time you create content you will 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.