If the legal marketing strategy for your law firm revolves around 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 bother with a law firm marketing plan. However, producing content is hard work, and you must make the best of the material you manage to produce. Here are several ideas to help you use the two 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 written some worthwhile, interesting material of any of the forms above, don’t just send it out once or print it and let it sit in your reception. You should distribute that content as widely as is possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I emailed 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 my company aware of it and can they explain it further if a client questions them?
- Can I turn it into a different style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. As a result they are often presented once then left to become stale. All of that time required to prepare them gets only a one time showing. To get far more out of your presentation consider:
- What other companies could I show it to?
- How could I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send the presentation in hard copy to those who couldn’t attend the seminar?
- Can 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 discussing questions that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
While these ideas might seem like additional work at a time 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 at the end to really impact on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Maximise the benefits of all the time you put into law firm marketing and you’ll discover that the next time you need to 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.