Whether the legal marketing strategy for your law firm revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of a solid growth of clients, you’ll need to create content.
Content is an essential part of legal marketing, without it you may as well not have a law firm marketing plan. But producing content means hard work, and you want to make the most of the writing you can produce. Here are just a few ideas to help you use the two 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 have created any quality, interesting material in any of the formats mentioned, don’t just send it off once or print it and let it stagnate in your reception. You should distribute that 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 to our website?
- Have I sent it directly 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 firm aware of it and could they explain it further if a client asks about it?
- Can I transform it into another style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a specific reception in mind, or because of a particular request. As a result they tend to be presented only once then left to become stale. All of that time required to prepare them gets just one showing. If you want to get much more out of your presentation consider:
- What other companies may I present it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and offered to present it to others?
- Can I send the presentation in hard copy to people 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 questions that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
While some of these ideas might seem like more 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 is crucial to consider that it’s far easier to add a tiny amount of time now to really maximise on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Increase the benefits of the time you put into law firm marketing and you’ll discover that the next time you create some content you’ll 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.