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 a share of your stable of clients, you’ll need to generate content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. However, producing content requires hard work, and you want to make the best of the writing that you manage to produce. Here are some suggestions for making sure 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 written any worthwhile, interesting material of any of the forms above, you don’t need to only send it out once or print it and leave it to stagnate in your office. Distribute that content as broadly as possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded onto our website?
- Have I emailed 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 can they explain it in detail if a client asks?
- Can I turn it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually created with a specific audience in mind, or because of a particular request. As a result they are often presented once and then left to stagnate. All of the effort and time required to prepare it results in just one showing. To get far more out of your presentation consider:
- What other companies could I present it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy to people 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 discussing questions that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
Although a lot of these suggestions may feel like additional work just 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 crucial to remember that it is much easier to use a tiny amount of time at the end to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the results of the time you put into law firm marketing and you’ll see that the next time you need to create 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.