Whether 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 generate content.
Content is an essential part of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content is hard work, and you need to make the most of the material you manage to produce. Following are several suggestions to help you use the two most popularly 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 quality, interesting material of any of the formats mentioned, don’t just send it off once or print it and let it stagnate in your reception area. You ought to distribute that content as broadly as is possible. For each piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to my website?
- Have I sent 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?
- Is everyone in my company aware of it and can they explain it in detail if a client questions them about it?
- Can I transform it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally created with a particular reception in mind, or because of a particular request. Therefore they are often presented only once and then left to become stale. All of the effort and time required to prepare them gets only a one time presentation. If you want to get more benefit from your presentation consider:
- What other companies may I show it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, or suggested that I present it to others?
- Can I send a hard copy of the presentation to people who were unable to 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 discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although these ideas might 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’s essential to consider that it is far easier to add a small 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.
Maximise the benefits of all the time and effort you put into law firm marketing and you’ll find that the next time you need to create content you will 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.