Whether 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 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 bother with a law firm marketing plan. But producing content is hard work, and you must make the best of the material that you manage to produce. Here are some quick suggestions for making sure you use two of the most commonly produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve written any worthwhile, interesting material in any of the forms above, don’t just send it off once or print it and leave it to sit in your reception area. You ought to distribute the content as broadly as possible. For every item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded to our 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 the company aware of it and can they explain it in detail if a client has queries about it?
- Can I transform it into a different type of content and distribute in a different forum?
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 only once then left to become stale. All of that effort and time required to prepare them results in just one presentation. If you want to get more benefit from your presentation consider:
- Who else 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 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?
- 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 topics that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
While a lot of these ideas may 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’s far easier to use a small amount of time at the end to really impact on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Improve the benefits of the time and effort you put into law firm marketing and you’ll find that the next time you need to create content you will 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.