If the legal 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 dynamic of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content means hard work, and you need to make the best of the writing you can produce. Here are some quick suggestions 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 have produced some quality, interesting material of any of the types mentioned, don’t only send it off once or print it and leave it to sit in your reception area. You can distribute that content as broadly as possible. For each piece of writing you produce, consider:
- Have I sent 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 the company aware of it and can they explain it in detail if a client asks?
- Can I turn it into a different style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually written with a particular reception in mind, or because of a particular request. Therefore they are often presented once then left to become stale. The large amount of effort and time involved in preparing them results in just one presentation. If you want to get far more out of your presentation consider:
- Who else can I show it to?
- How can I let the most people know about it?
- Have I discussed it on my 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?
- Could 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 to discuss questions that arose during the presentation?
- Have I sent additional content to all the people that attended the presentation?
While these suggestions might feel like more work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is necessary to consider that it is much 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 results of all the time and effort you put into law firm marketing and you’ll see 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.