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 your stable of clients, you’ll need to generate content.
Content is an essential part 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 should make the most of the writing that you manage to produce. Here are some quick suggestions to help you use two of the most commonly 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 any worthwhile, interesting material of any of the forms mentioned, don’t only send it off once or print it and let it stagnate in your reception. You can distribute the content as broadly as is possible. For each item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to our 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 company aware of it and can they explain it further if a client asks about it?
- Can I transform it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually prepared with a particular audience in mind, or because of a particular request. As a result they tend to be presented only once and then left to become stale. The large amount of time involved in preparing it results in just one presentation. To get more benefit from your presentation consider:
- Who else can I show it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and 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 discussing topics that arose during the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
While a lot of these ideas may seem like additional work at a time 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 consider that it’s much easier to use a tiny 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.
Increase the results of the time and effort you put into law firm marketing and you’ll find that the next time you 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.