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 your stable of clients, you will need to create content.
Content is an essential part 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 must make the best of the writing that you manage to produce. Following are several ideas for making sure you use two of the 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 written any worthwhile, interesting material of any of the formats above, don’t only send it out once or print it and let it stagnate in your reception area. You should distribute the content as much 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 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?
- Is everyone in my company aware of it and can they explain it further if a client has queries about it?
- Can I transform it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific reception in mind, or because of a particular request. As a result they are often presented once then left to become stale. All of the time involved in preparing them results in only a one time presentation. If you want to get far more benefit from your presentation consider:
- Who else 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 offered to present it to others?
- Is it relevant to 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 electronically online or directly?
- Can I write an article or blog to discuss topics that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
Although a lot of these ideas may feel 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’s essential to remember that it is far easier to use a small amount of time at the end to really maximise on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the results of the time you put into law firm marketing and you’ll find that the next time you create some content you’ll feel more positive 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.