Whether the marketing strategy for your law firm revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of a solid growth of clients, you will need to create content.
Content is an essential dynamic of legal marketing, without it you might just as well not have a law firm marketing plan. However, producing content means hard work, and you should make the best of the material you can produce. Here are several ideas for making sure 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 produced some quality, interesting material in any of the types mentioned, don’t only send it off once or print it and leave it to sit in your reception area. You can distribute that content as much as is possible. For each item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I sent it directly 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?
- Are others in the firm aware of it and could they explain it in detail if a client questions them about it?
- Can I transform it into a different style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. Therefore they tend to be presented once then left to become stale. All of that effort and time required to prepare them results in only a one time presentation. To get much more out of your presentation consider:
- What other companies may I present it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or offered to present it to others?
- Can I send the presentation in hard copy to people who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Is it viable to write an article or blog to discuss topics that arose from the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
While some of these suggestions may seem 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’s essential to remember that it is far easier to use a small 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.
Maximise the results of the time you put into law firm marketing and you’ll see that the next time you create some content you’ll feel more confident 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.