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 wallet share of a solid growth of clients, you will need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. However, producing content requires hard work, and you should make the most of the material you can produce. Following are just a few ideas for making sure 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’ve produced any worthwhile, interesting material of any of the types mentioned, you don’t need to just send it out once or print it and let it stagnate in your office. You ought to 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 possible?
- Has it been loaded to my website?
- Have I sent it direct 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 further if a client asks?
- Can I turn it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally written with a specific reception in mind, or because of a particular request. Therefore they are often presented only once then left to become stale. All of the time involved in preparing them results in only a one time showing. To get more out of your presentation consider:
- What other companies could I present 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 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 questions that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although a lot of these ideas may feel 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 necessary to consider that it’s far easier to use a tiny amount of time now to really maximise on what you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the results of all the time and effort you put into law firm marketing and you’ll find that the next time you need to create some 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.