Whether the 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 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. However, producing content requires hard work, and you should make the best of the writing you manage to produce. Following are some quick 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’ve created some worthwhile, interesting material of any of the forms mentioned, you don’t need to only send it out once or print it and leave it to stagnate in your reception area. You ought to distribute the content as widely as possible. For each item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I sent it direct to people who have referred me, 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 in detail 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 specific audience in mind, or because of a particular request. Therefore they are often presented only once and then left to stagnate. All of the time required to prepare them results in just one presentation. If you want to get much more benefit from your presentation consider:
- Who else can I present it to?
- How can I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and offered to present it to others?
- Can I send the presentation in hard copy 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?
- Is it viable to write an article or blog to discuss 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 consider that it’s far easier to add a tiny amount of time now to really impact on what 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 create some content you will feel more confident 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.