Whether the legal 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 a solid growth of clients, you’ll need to generate content.
Content is the lifeblood of legal marketing, and without it you might just as well not bother with a law firm marketing plan. But producing content means hard work, and you want to make the best of the material that you can produce. Here are several ideas to help you use two of the most reliably 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 produced some quality, interesting material in any of the formats above, don’t just send it out once or print it and let it stagnate in your office. You should distribute that content as much as is possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto 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?
- Are others in my firm aware of it and could they explain it in detail if a client has queries about it?
- Can I turn it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific audience in mind, or because of a particular request. As a result they tend to be presented once and then left to stagnate. All of the effort and time required to prepare it gets just one presentation. If you want to get more out of your presentation consider:
- Who else can I show it to?
- How can I let the greatest number of people know about it?
- Have I discussed 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 couldn’t attend the seminar?
- Could I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog to discuss questions 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 might seem like additional work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to remember that it’s much easier to add a small amount of time at the end to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the benefits of the time and effort 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 that content 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.