Whether the marketing strategy for your law firm revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of your stable of clients, you will need to generate content.
Content is an essential part of legal marketing, and without it you might just as well not bother with a law firm marketing plan. But producing content is hard work, and you need to make the best of the material you can produce. Here are some ideas to help you use two of the 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’ve written some worthwhile, interesting material in any of the types above, you don’t need to just send it off once or print it and leave it to sit in your reception area. You ought to distribute that content as much as is possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded to my website?
- Have I sent it directly 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 company aware of it and can they explain it further if a client questions them about it?
- Can I turn it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually written with a particular reception in mind, or because of a particular request. Therefore they are often presented only once then left to stagnate. All of that time required to prepare it gets only a one time showing. To get far more benefit from your presentation consider:
- What other companies may I show it to?
- How could I let the most people know about it?
- Have I mentioned it on our 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 to discuss questions that arose from the presentation?
- Have I sent additional content to all the people that attended the presentation?
Although a lot of these ideas may seem like more work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is necessary to remember that it’s far easier to add a tiny amount of time at the end to really impact on what you’ve already produced than it is to produced a whole 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.