Whether the legal 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 your stable of clients, you will need to generate content.
Content is an essential dynamic of legal marketing, and without it you may as well not bother with a law firm marketing plan. But producing content is hard work, and you must make the most of the writing you manage to produce. Following are just a few ideas to help 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 created any quality, interesting material of any of the types mentioned, you don’t need to only send it off once or print it and leave it to sit in your office. You should distribute the content as much as possible. For every item of written material 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 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 about it?
- Can I transform it into a different type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific audience in mind, or because of a particular request. Therefore they tend to be presented only once and then left to stagnate. The large amount of effort and time required to prepare them results in only a one time presentation. To get more benefit from your presentation consider:
- Who else may I show it to?
- How could I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, or offered to present it to others?
- Can I send the presentation in hard copy 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?
- Can I write an article or blog discussing questions that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
While a lot of these ideas might seem like more work just when you’ve probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it is essential to remember that it’s far easier to add a small amount of time at the end to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the results of the time you put into law firm marketing and you’ll discover that the next time you need to create content you’ll feel more positive 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.