If the legal marketing strategy for your law firm is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of your stable of clients, you will need to generate content.
Content is an essential dynamic of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content requires hard work, and you should make the most of the writing that you manage to produce. Here are just a few ideas for making sure you use two of the most commonly 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 written any quality, interesting material in any of the formats above, you don’t need to just send it out once or print it and leave it to stagnate in your office. Distribute the content as widely as possible. For every item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded to 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?
- Are others in my company aware of it and could they explain it in detail if a client has queries about it?
- Can I turn it into another kind 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. As a result they are often presented once and then left to become stale. The large amount of effort and time involved in preparing it results in only a one time presentation. If you want to get far more benefit from your presentation consider:
- What other companies can I show it to?
- How can I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, and offered to present it to others?
- Can I send a hard copy of the presentation to those who were unable to attend the seminar?
- Could I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog to discuss questions that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
Although some of these ideas may 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 remember that it’s much easier to add a small 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 all the time and effort you put into law firm marketing and you’ll find that the next time you create some content you’ll feel more positive 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.