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 part of legal marketing, and without it you may as well not bother with a law firm marketing plan. However, producing content means hard work, and you must make the most of the writing that you can produce. Here are some quick 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 any worthwhile, interesting material of any of the types mentioned, you don’t need to just send it out once or print it and let it sit in your reception. You ought to distribute that content as much as is possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded onto our 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 my firm aware of it and can they explain it in detail if a client has queries about it?
- Can I transform it into another kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually prepared with a particular reception in mind, or because of a particular request. Therefore they are often presented once then left to stagnate. The large amount of effort and time required to prepare it gets just one presentation. To get more out of your presentation consider:
- Who else may I show it to?
- How can I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or offered to present it to others?
- Can I send a hard copy of the presentation to people who were unable to 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 sent additional content to all the people who attended the presentation?
Although some of these suggestions might 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’s far easier to use a tiny amount of time now to really impact on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the results of the time and effort you put into law firm marketing and you’ll discover that the next time you need to create content you will 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.