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 a solid growth of clients, you’ll need to create content.
Content is an essential part of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content requires hard work, and you want to make the best of the material that you manage to produce. Following are just a few 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 written some quality, interesting material of any of the types above, you don’t need to just send it off once or print it and let it sit in your office. Distribute the content as widely as is possible. For each item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I sent it direct 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 the company aware of it and could they explain it in detail if a client questions them 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 tend to be presented only once then left to stagnate. The large amount of effort and time involved in preparing it gets just one presentation. If you want to get far more out of your presentation consider:
- Who else may I show it to?
- How can I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to 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 questions that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
While a lot of these ideas may seem like more work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s necessary to consider that it is much easier to use a small amount of time now to really impact on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the results of the time you put into law firm marketing and you’ll find that the next time you create some content you will 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.