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 a solid growth of clients, you will need to generate content.
Content is an essential part of legal marketing, without it you may as well not bother with a law firm marketing plan. However, producing content means hard work, and you need to make the most of the material that you can produce. Here are several suggestions for making sure you use two of the most popularly 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 worthwhile, interesting material in any of the types above, don’t just send it out once or print it and leave it to sit in your reception area. You ought to distribute that content as much as possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto our website?
- Have I sent it direct 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 my company aware of it and could they explain it in detail if a client asks?
- Can I turn it into another style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally written with a specific audience in mind, or because of a particular request. Therefore they are often presented only once then left to become stale. All of that time required to prepare it results in only a one time showing. To get more benefit from your presentation consider:
- Who else can 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?
- 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 topics that arose from the presentation?
- Have I sent additional content to all the people who attended the presentation?
While some of these suggestions might feel 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 necessary to consider that it’s far easier to add a tiny amount of time now to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the benefits of the time and effort you put into law firm marketing and you’ll find that the next time you need to create some 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.