If the legal marketing strategy for your law firm is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you will need to create content.
Content is an essential dynamic of legal marketing, without it you might just as well not bother with a law firm marketing plan. But producing content means hard work, and you want to make the best of the material you manage to produce. Following are several 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 have created some quality, interesting material in any of the forms above, you don’t need to only send it off once or print it and let it stagnate in your office. You can distribute the content as widely as is possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto my website?
- Have I emailed it direct to referrers, 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?
- Are others in the company aware of it and can they explain it further if a client asks?
- Can I turn it into a different kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually created with a specific audience in mind, or because of a particular request. Therefore they tend to be presented only once then left to stagnate. The large amount of effort and time required to prepare it results in just one showing. If you want to get more benefit from 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 our website, Facebook, Twitter, or suggested that I present it to others?
- Can I send a hard copy of the presentation to those who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog discussing topics 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 more work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is crucial to remember that it is much easier to use a small amount of time now to really impact on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Increase the results of 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 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.