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 will need to create content.
Content is an essential part of legal marketing, without it you may as well not have a law firm marketing plan. But producing content means hard work, and you should make the best of the material that you can produce. Following are several suggestions 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’ve created any worthwhile, interesting material of any of the types above, you don’t need to only send it out once or print it and leave it to sit in your office. You ought to distribute that content as much as possible. For each item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to 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 the company aware of it and could they explain it further if a client questions them?
- Can I turn it into another style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally created with a particular audience in mind, or because of a particular request. Therefore they tend to be presented only once then left to become stale. All of that effort and time involved in preparing it gets just one showing. If you want to get far more out of your presentation consider:
- Who else may I present it to?
- How can I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and offered to present it to others?
- Can I send the presentation in hard copy to people who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it electronically online or directly?
- Can I write an article or blog discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
While some of these suggestions may seem like additional work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s important to remember that it is much easier to use a small amount of time now to really maximise on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Increase the benefits of all the time you put into law firm marketing and you’ll see that the next time you create 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.