If the legal marketing strategy for your law firm depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of your stable of clients, you’ll need to create content.
Content is the lifeblood of legal marketing, without it you may as well not bother with a law firm marketing plan. But producing content requires hard work, and you should make the best of the writing that you can produce. Following are several suggestions for making sure 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 produced any quality, interesting material of any of the types above, don’t only send it off once or print it and let it stagnate in your office. You ought to distribute the content as much as is possible. For each item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded to my website?
- Have I emailed it directly to people who have referred me, 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 in detail if a client has queries about it?
- Can I turn it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a specific reception in mind, or because of a particular request. Therefore they tend to be presented only once and then left to stagnate. The large amount of time involved in preparing it results in only a one time presentation. If you want to get far more benefit from your presentation consider:
- Who else can I show it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to send the presentation in hard copy to those who couldn’t attend the seminar?
- Could 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 topics that arose from the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
Although some of these suggestions might seem like additional work at a time 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 remember that it is much easier to use a tiny amount of time now to really maximise on what you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the results of all 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 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.