If the marketing strategy for your law firm is based 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 generate content.
Content is an essential part of legal marketing, without it you might just as well not have a law firm marketing plan. But producing content means hard work, and you should make the best of the writing that you can produce. Following 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’ve written any worthwhile, interesting material of any of the forms mentioned, don’t just send it off once or print it and let it sit in your reception area. You should distribute the content as widely as possible. For each item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I emailed it directly to people who have referred me, 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?
- Are others in my company aware of it and could they explain it further if a client questions them?
- Can I transform it into a different type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally created with a particular audience in mind, or because of a particular request. As a result they are often presented only once then left to stagnate. The large amount of effort and time involved in preparing them results in only a one time showing. If you want to get much more benefit from your presentation consider:
- Who else may I show it to?
- How can I let the greatest number of 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 those who were unable to attend the seminar?
- Could 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 discussing topics that arose from the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
Although these suggestions 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’s essential to consider that it is far easier to add a tiny amount of time at the end to really impact on the impression 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 need to 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.