Whether the marketing strategy for your law firm is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of your stable of clients, you’ll need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. However, producing content requires hard work, and you should make the best of the material you can produce. Following are several ideas for making sure 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’ve produced any worthwhile, interesting material in any of the formats above, don’t only send it out once or print it and let it sit in your office. You should distribute that content as broadly as possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded to our website?
- Have I emailed 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 my company aware of it and can they explain it in detail if a client asks?
- Can I transform it into a different style 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. As a result they tend to be presented once and then left to stagnate. All of the time required to prepare it gets only a one time showing. If you want to get much more out of your presentation consider:
- What other companies may I present it to?
- How can I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy to those who were unable to attend the seminar?
- Can 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 to discuss questions that arose from the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although some of these suggestions might seem like additional work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is essential to remember that it’s much easier to add a tiny amount of time at the end to really maximise on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the benefits of all the time and effort you put into law firm marketing and you’ll see that the next time you need to create content you’ll 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.