Whether 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 a solid growth of clients, you’ll need to create content.
Content is an essential part 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 want to make the best of the material that you manage to produce. Here are several suggestions for making sure you use two of the most reliably 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 some quality, interesting material in any of the types mentioned, you don’t need to only send it out once or print it and let it stagnate in your office. You ought to distribute that content as much as is possible. For each piece of written material 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 direct to people who have referred me, associates and other professionals?
- Have I linked it with a post on Facebook and a tweet on Twitter?
- Has it been sent to media contacts?
- Is everyone in my company aware of it and could they explain it further if a client has queries about it?
- Can I transform it into a different style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a specific audience in mind, or because of a particular request. Therefore they tend to be presented only once then left to stagnate. The large amount of time required to prepare it results in only a one time presentation. To get more out of your presentation consider:
- What other companies can I present it to?
- How could I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or offered to present it to others?
- Can I send a hard copy of the presentation to people who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it electronically online or directly?
- Can I write an article or blog discussing questions that arose from the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While a lot of these ideas might feel like more work at a time when you’ve possibly damaged 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 add a tiny 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.
Increase the benefits of all the time you put into law firm marketing and you’ll find that the next time you need to create content you’ll feel more positive 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.