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 your stable of clients, you’ll need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not bother with a law firm marketing plan. However, producing content is hard work, and you need to make the most of the material that you manage to produce. Following are some 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 worthwhile, interesting material in any of the types mentioned, don’t just send it out once or print it and let it stagnate in your reception area. You ought to distribute the content as widely as is possible. For each item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to our website?
- Have I sent it direct to referrers, 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 can they explain it in detail if a client questions them?
- Can I turn it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written with a particular reception in mind, or because of a particular request. Therefore they tend to be presented once and then left to become stale. The large amount of time required to prepare it results in just one presentation. If you want to get much more out of your presentation consider:
- Who else could I show it to?
- How could I let the greatest number of 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?
- 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 sent additional content to all the people that were at the presentation?
While these ideas might seem like more work just when you’ve probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to consider that it is far easier to use a tiny amount of time at the end to really impact on what you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the results of the time and effort you put into law firm marketing and you’ll discover that the next time you need to create some content you will 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.