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 wallet share of your stable of clients, you will need to generate content.
Content is an essential part of legal marketing, and without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you must make the best of the material you manage to produce. Here are just a few ideas to help you use two of the most commonly 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 have written some worthwhile, interesting material in any of the forms mentioned, you don’t need to just send it off once or print it and let it stagnate in your reception. You should distribute the content as broadly as possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded to my website?
- Have I emailed it directly to referrers, 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 company aware of it and could they explain it in detail if a client questions them about it?
- Can I turn it into a different type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a particular reception in mind, or because of a particular request. As a result they are often presented only once and then left to stagnate. All of that effort and time involved in preparing them gets only a one time showing. To get more benefit from your presentation consider:
- What other companies can I present 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?
- Can I write an article or blog discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While some of these suggestions may seem like additional work just when you’ve probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it is necessary to consider that it is far easier to use a small amount of time now to really maximise on what you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the benefits of all the time you put into law firm marketing and you’ll discover that the next time you need to create 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.