If the legal 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 generate content.
Content is the lifeblood of legal marketing, without it you might just as well not bother with a law firm marketing plan. But producing content requires hard work, and you should make the best of the material that you manage to produce. Following are several ideas for making sure you use two of the most commonly 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 produced any worthwhile, interesting material in any of the formats above, you don’t need to just send it off once or print it and leave it to sit in your reception area. Distribute the content as widely as is possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I sent it directly to referrers, 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?
- Is everyone in my company aware of it and could they explain it further if a client has queries about it?
- Can I transform it into a different kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. As a result they are often presented once and then left to stagnate. The large amount of effort and time involved in preparing them results in just one presentation. To get far more benefit from your presentation consider:
- What other companies may I show it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, or suggested that I present it to others?
- Can I send a hard copy of the presentation to those who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it electronically online or directly?
- Can I write an article or blog to discuss topics that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
While some of these ideas might seem like more work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is essential to remember that it is much easier to add a small amount of time at the end to really impact on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase the benefits of all the time you put into law firm marketing and you’ll find that the next time you create content you’ll 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.