Whether the marketing strategy for your law firm depends on 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 create content.
Content is an essential part of legal marketing, without it you might just as well not bother with a law firm marketing plan. But producing content is hard work, and you want to make the best of the writing that you can produce. Following are some ideas for making sure you use the two most popularly 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 of any of the forms mentioned, don’t only send it off once or print it and let it sit in your reception area. You ought to distribute that content as broadly as is possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded to my website?
- Have I sent it direct 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 the firm aware of it and can they explain it in detail if a client asks?
- Can I transform it into another kind 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 are often presented only once and then left to stagnate. All of that effort and time involved in preparing them results in just one showing. To get more benefit from your presentation consider:
- What other companies can I show it to?
- How could I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, or 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?
- 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 some of these ideas may seem like additional work at a time when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it is important to remember that it’s far easier to use a small 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 some 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.