Whether the marketing strategy for your law firm revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a 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 bother with a law firm marketing plan. However, producing content requires hard work, and you need to make the most of the material that you can produce. Here are several suggestions to help you use two of the 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’ve produced any quality, interesting material of any of the types above, don’t just send it out once or print it and leave it to sit in your reception. You should distribute the content as broadly as possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to my website?
- Have I sent 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 the firm aware of it and can they explain it in detail if a client questions them?
- Can I turn it into a different style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally created with a specific audience in mind, or because of a particular request. Therefore they are often presented once then left to stagnate. All of that effort and time required to prepare them gets only a one time presentation. To get much more out of your presentation consider:
- What other companies may 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?
- Can I send the presentation in hard copy 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?
- Is it viable to write an article or blog to discuss topics that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While these suggestions might seem like additional work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is important to remember that it’s much easier to add a tiny amount of time now to really impact on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the benefits of all the time and effort you put into law firm marketing and you’ll find that the next time you 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.