Whether the legal marketing strategy for your law firm revolves around 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, and without it you may as well not have a law firm marketing plan. But producing content means hard work, and you want to make the best of the material you can produce. Following are some ideas for making sure you use the two most reliably 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 created some worthwhile, interesting material of any of the types above, don’t just send it off once or print it and leave it to stagnate in your office. You ought to distribute that content as much as is 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 sent it directly to people who have referred me, associates and other professionals?
- Have I linked 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 can they explain it in detail if a client has queries about it?
- Can I turn it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually prepared with a particular reception in mind, or because of a particular request. As a result they are often presented only once then left to become stale. All of the effort and time required to prepare them results in just one showing. To get much more out of your presentation consider:
- What other companies may I show it to?
- How could I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send the presentation in hard copy to people who were unable to attend the seminar?
- Can 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 discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
Although some of these ideas might feel like additional 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 consider that it is far easier to add a tiny amount of time now to really maximise on what you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the benefits of the time and effort you put into law firm marketing and you’ll see that the next time you 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.