Whether the 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’ll need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. However, producing content means hard work, and you need to make the best of the material you can produce. Following are several ideas to help you use the two 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 have produced some quality, interesting material in any of the forms above, you don’t need to only send it out once or print it and leave it to sit in your reception area. You ought to distribute the content as widely 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 emailed it directly to referrers, 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 could they explain it further if a client questions them?
- Can I turn it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular reception in mind, or because of a particular request. As a result they tend to be presented once then left to become stale. All of the time involved in preparing them results in only a one time presentation. To get far more benefit from your presentation consider:
- Who else can I present it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on our 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?
- Could I record an audio or video of the presentation and distribute it via email or directly?
- Is it viable to write an article or blog to discuss questions 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 more work just 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 necessary to consider that it is much easier to use a small amount of time now to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the results of the time you put into law firm marketing and you’ll see that the next time you need to create some content you will feel more positive 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.