Whether the marketing strategy for your law firm revolves around 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, without it you might just as well not have a law firm marketing plan. But producing content requires hard work, and you need to make the best of the material you manage to produce. Following are just a few ideas for making sure you use two of the most commonly 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 created any quality, interesting material in any of the forms mentioned, don’t just send it off once or print it and leave it to sit in your office. You can distribute that content as much as 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 onto our website?
- Have I sent it directly 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?
- Are others in the company aware of it and could they explain it in detail if a client asks about it?
- Can I turn it into a different type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually created with a particular audience in mind, or because of a particular request. Therefore they are often presented once and then left to stagnate. The large amount of time required to prepare them results in only a one time presentation. If you want to get much more out of your presentation consider:
- Who else 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 suggested that I present it to others?
- Is it relevant to 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 discussing topics that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
While these suggestions might seem like more 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 essential to remember that it’s far easier to use a tiny amount of time at the end to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the benefits of the time you put into law firm marketing and you’ll see 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.