Whether the legal 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 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 most of the material that you manage to produce. Here are just a few suggestions for making sure 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’ve produced some worthwhile, interesting material of any of the formats mentioned, don’t only send it off once or print it and let it stagnate in your reception area. You should distribute the content as much as is possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to our 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 the firm aware of it and could they explain it in detail if a client questions them?
- Can I transform it into another type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a particular reception in mind, or because of a particular request. As a result they are often presented only once and then left to stagnate. All of that effort and time involved in preparing it results in just one showing. To get far more benefit from your presentation consider:
- Who else may I present it to?
- How can I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or suggested that I present it to others?
- Can I send a hard copy of the presentation to people who were unable to attend the seminar?
- Could I record an audio or video of the presentation and distribute it electronically online 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 who attended the presentation?
While a lot of these ideas may seem like more work just when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to remember that it is much easier to use a tiny amount of time at the end to really maximise on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Increase the benefits of all the time you put into law firm marketing and you’ll find that the next time you need to create content you will 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.