If the marketing strategy for your law firm depends 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 part of legal marketing, without it you might just as well not have a law firm marketing plan. However, producing content is hard work, and you need to make the best of the writing you can produce. Following are some ideas for making sure you use the two most popularly 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 some quality, interesting material of any of the types above, don’t just send it out once or print it and leave it to sit in your office. Distribute that content as broadly as possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded to our website?
- Have I emailed 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 firm aware of it and could they explain it in detail if a client questions them?
- Can I turn it into a different style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a particular reception in mind, or because of a particular request. As a result they are often presented once then left to stagnate. All of that time required to prepare it gets only a one time presentation. To get more out of your presentation consider:
- Who else could I show it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Can I send a hard copy of the presentation 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 to discuss questions that arose during the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
Although a lot of these ideas may seem like more work just 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 consider that it is much 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.
Increase the results of the time you put into law firm marketing and you’ll discover that the next time you 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.