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 create content.
Content is an essential part of legal marketing, and without it you may as well not bother with a law firm marketing plan. But producing content requires hard work, and you should make the best of the writing you manage to produce. Here are some quick ideas for making sure you use two of the most popularly produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you have written some worthwhile, interesting material of any of the forms mentioned, you don’t need to just send it out once or print it and leave it to stagnate in your reception. You ought to distribute the content as much as is possible. For each piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded to my website?
- Have I emailed it directly 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 firm aware of it and can they explain it in detail if a client questions them about it?
- Can I turn it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific reception in mind, or because of a particular request. As a result they tend to be presented only once and then left to become stale. The large amount of time required to prepare them results in just one showing. To get much more benefit from your presentation consider:
- Who else could I show it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, or suggested that I present it to others?
- Is it relevant to send a hard copy of the presentation to people 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 who were at the presentation?
While some of these ideas might seem like more 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 essential to remember that it’s much easier to use a small amount of time at the end to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the results of 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 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.