Whether 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 an essential dynamic of legal marketing, without it you might just as well not have a law firm marketing plan. However, producing content is hard work, and you want to make the best of the writing that you can produce. Following are several ideas to help you use the two 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 created any worthwhile, interesting material in any of the types mentioned, don’t only send it off once or print it and leave it to stagnate in your reception area. You should distribute that content as broadly as possible. For each item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I emailed 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?
- Is everyone in the firm aware of it and could they explain it further if a client asks?
- Can I transform it into another type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular reception in mind, or because of a particular request. As a result they tend to be presented once and then left to become stale. The large amount of time involved in preparing it results in only a one time showing. If you want to get more benefit from your presentation consider:
- What other companies could I show it to?
- How could I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or offered to present it to others?
- Can I send a hard copy of the presentation to those who were unable to 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 topics that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
Although some of these suggestions may seem like more work at a time 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 necessary to remember that it is far easier to add a tiny 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 results of all 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 confident 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.