If the legal marketing strategy for your law firm depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you’ll need to create content.
Content is the lifeblood of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you must make the most of the material that you can produce. Here are several suggestions to help 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 created any worthwhile, interesting material in any of the types above, you don’t need to only send it out once or print it and let it sit in your office. You should distribute the content as broadly as is possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I emailed it direct 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?
- Are others in my firm aware of it and can they explain it further if a client has queries about it?
- Can I transform it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. As a result they tend to be presented once then left to stagnate. The large amount of effort and time involved in preparing them results in only a one time showing. If you want to get more benefit from your presentation consider:
- Who else could I show it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on our 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 electronically online or directly?
- Can I write an article or blog to discuss questions that arose from the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
Although some of these suggestions might seem like additional work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s necessary to remember that it is much easier to use a tiny amount of time now to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Maximise the results of the time you put into law firm marketing and you’ll see that the next time you need to create some content you will feel more positive about how effective the results 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.