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 generate content.
Content is an essential part of legal marketing, without it you may as well not bother with a law firm marketing plan. But producing content requires hard work, and you need to make the most of the writing you can produce. Following are just a few suggestions to help you use two of the most popularly produced types of legal marketing content as effectively as you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you have produced some worthwhile, interesting material of any of the formats mentioned, don’t only send it out once or print it and let it stagnate in your reception area. You ought to distribute that content as broadly as is possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I emailed it directly to referrers, 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 company aware of it and can they explain it further if a client questions them about it?
- Can I turn it into a different kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific audience in mind, or because of a particular request. Therefore they are often presented once and then left to stagnate. All of that effort and time required to prepare it results in just one showing. If you want to get much more benefit from your presentation consider:
- Who else could I present it to?
- How can I let the greatest number of people know about it?
- Have I mentioned 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 couldn’t 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 questions that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
While some of these suggestions might 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 necessary to consider that it’s far easier to use a tiny amount of time at the end to really impact on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Improve the benefits of all the time and effort you put into law firm marketing and you’ll discover that the next time you create content you will feel more positive 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.