If 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 the lifeblood of legal marketing, and without it you may as well not have a law firm marketing plan. But producing content means hard work, and you want to make the most of the material you manage to produce. Here are just a few suggestions for making sure you use two of the 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 written some quality, interesting material in any of the forms above, you don’t need to just send it off once or print it and let it stagnate in your reception area. Distribute the content as much as possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded onto our 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 my company aware of it and could they explain it further if a client has queries about it?
- Can I transform it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually written with a specific audience in mind, or because of a particular request. Therefore they tend to be presented once then left to stagnate. All of that time involved in preparing them results in just one showing. To get more out of your presentation consider:
- What other companies can I show it to?
- How could I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, or offered to present it to others?
- Can I send the presentation in hard copy 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 discussing topics that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
Although some of these suggestions may 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 necessary to remember that it’s far easier to use a tiny amount of time now to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the benefits of all the time you put into law firm marketing and you’ll see that the next time you 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.