Whether 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 your stable of clients, you’ll need to generate content.
Content is an essential dynamic of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content is hard work, and you must make the best of the material that you manage to produce. Here are some quick ideas for making sure 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’ve written any worthwhile, interesting material of any of the forms above, don’t just send it off once or print it and leave it to stagnate in your office. Distribute the content as widely as possible. For every item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded to my website?
- Have I sent 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 my firm aware of it and can they explain it further if a client asks about it?
- Can I turn it into a different kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a particular audience in mind, or because of a particular request. Therefore they tend to be presented once and then left to become stale. All of that effort and time required to prepare it results in only a one time presentation. To get much more out of your presentation consider:
- Who else can I present it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send the presentation in hard copy 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?
- Is it viable to write an article or blog to discuss topics that arose from the presentation?
- Have I sent additional content to all the people that attended the presentation?
Although a lot of these suggestions might feel like more 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 consider that it is much easier to use a tiny amount of time at the end to really maximise on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the results of the time you put into law firm marketing and you’ll discover that the next time you create content you’ll feel more confident 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.