If the 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 a solid growth of clients, you’ll 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. But producing content is hard work, and you need to make the best of the writing that you can produce. Here are just a few ideas to help you use the two most commonly 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 created some quality, interesting material of any of the formats mentioned, you don’t need to just send it off once or print it and let it stagnate in your office. You can distribute the content as broadly as possible. For each 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 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 further if a client has queries about it?
- Can I turn it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually written with a specific reception in mind, or because of a particular request. Therefore they are often presented once then left to stagnate. All of that time required to prepare them results in just one presentation. If you want to get more out of your presentation consider:
- What other companies could I show it to?
- How can I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send the presentation in hard copy to those who were unable to 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 who attended the presentation?
Although these suggestions may seem like additional work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is essential to remember that it is far easier to add a small amount of time at the end to really maximise on what you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the benefits of the time you put into law firm marketing and you’ll discover that the next time you create some content you’ll feel more confident 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.