Whether 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 an essential dynamic of legal marketing, without it you might just as well not have a law firm marketing plan. But producing content means hard work, and you must make the best of the material you manage to produce. Following are several 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 have produced any worthwhile, interesting material of any of the formats above, don’t just send it off once or print it and let it sit in your reception. Distribute the content as broadly as is possible. For each item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded onto our 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 my firm aware of it and can they explain it further if a client has queries about it?
- Can I transform it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a particular reception in mind, or because of a particular request. Therefore they are often presented only once then left to stagnate. The large amount of effort and time involved in preparing them results in just one showing. To get far more out of your presentation consider:
- Who else could I show it to?
- How can 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 people who couldn’t 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 to discuss questions that arose from the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although some of these ideas may feel like additional work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is essential to remember that it’s far easier to add a small amount of time now to really maximise on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the benefits of the time you put into law firm marketing and you’ll find that the next time you create 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.