Whether the marketing strategy for your law firm depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet 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 might just as well not have a law firm marketing plan. However, producing content requires hard work, and you want to make the most of the writing that you can produce. Here are some quick ideas for making sure you use two of the 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 produced some worthwhile, interesting material in any of the formats above, you don’t need to only send it off once or print it and let it stagnate in your reception. You should distribute the content as widely as possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- 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 questions them about it?
- Can I turn it into another type of content and distribute in a different forum?
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 become stale. The large amount of effort and time required to prepare it results in just one showing. To get more out of your presentation consider:
- Who else may 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 a hard copy of the presentation to people who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog discussing questions that arose from the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although these suggestions may 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 is essential to remember that it’s far easier to add a small 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.
Increase the benefits of 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 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.