If the marketing strategy for your law firm depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of your stable of clients, you’ll need to create content.
Content is an essential part of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content means hard work, and you should make the most of the writing that you can produce. Here are several ideas to help you use two of the most popularly produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you have written some quality, interesting material of any of the forms above, you don’t need to only send it off once or print it and leave it to stagnate in your reception area. You should distribute the content as much as is possible. For each item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded to my 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?
- Are others in my firm aware of it and could they explain it in detail if a client asks?
- Can I turn it into another kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a specific reception in mind, or because of a particular request. Therefore they tend to be presented only once and then left to become stale. The large amount of effort and time required to prepare it gets only a one time showing. If you want to get more out of your presentation consider:
- Who else could I show it to?
- How can I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or offered to present it to others?
- Can I send the presentation in hard copy to people who couldn’t attend the seminar?
- Could I record an audio or video of the presentation and distribute it electronically online or directly?
- Can I write an article or blog discussing topics that arose from the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
While these suggestions may feel like additional work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to consider that it is much easier to add 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.
Maximise the results of the time you put into law firm marketing and you’ll find that the next time you create some content you will 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.