If the legal marketing strategy for your law firm revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you will need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content means hard work, and you must make the best of the writing you can produce. Following are just a few ideas for making sure you use the two most popularly produced types of legal marketing content as effectively as you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve created any worthwhile, interesting material in any of the types mentioned, don’t only send it out once or print it and leave it to sit in your reception area. You should distribute the content as broadly 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 to our website?
- Have I sent it direct to people who have referred me, associates and other professionals?
- Have I linked to 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 a different type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written with a particular audience in mind, or because of a particular request. Therefore they tend to be presented once and then left to become stale. All of that time involved in preparing them gets just one presentation. To get much more out of your presentation consider:
- What other companies could I show it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, or suggested that I present it to others?
- Can I send a hard copy of the presentation to people who were unable to attend the seminar?
- Can 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 discussing topics that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
While some of these suggestions may seem like additional 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’s crucial to consider that it’s much easier to add a tiny amount of time at the end to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the benefits of the time you put into law firm marketing and you’ll discover that the next time you create content you will feel more positive 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.