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 a solid growth of clients, you’ll need to generate content.
Content is an essential dynamic of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content means hard work, and you want to make the most of the material you can produce. Following are some quick suggestions for making sure 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’ve produced some quality, interesting material in any of the formats above, you don’t need to only send it out once or print it and leave it to stagnate in your reception. You can distribute that content as widely as possible. For every item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to our website?
- Have I sent it direct to referrers, 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 in detail if a client asks about it?
- Can I transform it into another style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually created with a specific reception in mind, or because of a particular request. As a result they are often presented once then left to become stale. The large amount of time involved in preparing it results in only a one time showing. If you want to get much more benefit from your presentation consider:
- What other companies could I present it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or offered to present it to others?
- Can I 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 from the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although these ideas may feel like more work at a time when you’ve probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s important to remember that it is far 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 discover 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.