Whether 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 your stable 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 bother with a law firm marketing plan. However, producing content requires hard work, and you want to make the most of the material that you can produce. Here are some quick suggestions to help you use the two 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’ve created some quality, interesting material in any of the types above, don’t only send it off once or print it and leave it to stagnate in your office. You can distribute the content as broadly as possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I emailed it directly 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?
- Are others in my company aware of it and could they explain it in detail if a client has queries about it?
- Can I turn it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific audience in mind, or because of a particular request. Therefore they are often presented only once and then left to stagnate. All of that time required to prepare it gets just one showing. If you want to get much more benefit from your presentation consider:
- What other companies can I present it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or offered to 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 discussing topics that arose from the presentation?
- Have I sent additional content to all the people that attended the presentation?
While a lot of these suggestions might feel like more work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is crucial to consider that it’s much easier to add a tiny amount of time at the end to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase the benefits of all 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 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.