If the 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 generate content.
Content is the lifeblood of legal marketing, without it you might just as well not bother with a law firm marketing plan. But producing content requires hard work, and you want to make the best of the material that you manage to produce. Following are several suggestions 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 forms mentioned, don’t only send it off once or print it and let it stagnate in your reception. You ought to distribute that content as much as is possible. For each item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been 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 can they explain it in detail if a client questions them about it?
- Can I transform it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific audience in mind, or because of a particular request. Therefore they tend to be presented once and then left to stagnate. All of the effort and time involved in preparing it gets just one presentation. If you want to get more out of your presentation consider:
- What other companies could I present it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy to people who were unable to 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 during the presentation?
- Have I sent additional content to all the people that attended the presentation?
While some of these suggestions might feel like additional work just 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 essential to remember that it is much easier to add a tiny 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 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.