Whether the marketing strategy for your law firm depends on 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 dynamic of legal marketing, without it you may as well not have a law firm marketing plan. However, producing content requires hard work, and you should make the most of the material that you manage to produce. Following are just a few ideas to help you use two of the most reliably 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 written some quality, interesting material in any of the formats mentioned, you don’t need to only send it off once or print it and leave it to stagnate in your reception area. You can distribute the content as widely 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 people who have referred me, associates and other professionals?
- Have I linked 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 could they explain it further if a client questions them 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 particular reception in mind, or because of a particular request. Therefore they are often presented once then left to stagnate. All of that time involved in preparing it results in only a one time presentation. To get much more out of your presentation consider:
- What other companies may I present it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to send a hard copy of the presentation to those who were unable to attend the seminar?
- Could I record an audio or video of the presentation and distribute it via email or directly?
- Is it viable to write an article or blog to discuss questions that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although these ideas may seem like additional work at a time 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 crucial to consider that it’s far easier to add a small amount of time now to really maximise on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the benefits of the time and effort you put into law firm marketing and you’ll find that the next time you 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.