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 your stable of clients, you’ll need to generate 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 means hard work, and you need to make the most of the material you manage to produce. Following are just a few ideas to help you use the two most popularly 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 created some worthwhile, interesting material of any of the forms above, you don’t need to only send it off once or print it and leave it to sit in your reception area. Distribute that content as widely as is possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I emailed it directly 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?
- Is everyone in my firm aware of it and can they explain it in detail if a client has queries about it?
- Can I turn it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific reception in mind, or because of a particular request. As a result they tend to be presented once then left to stagnate. The large amount of time involved in preparing them gets just one presentation. If you want to get more benefit from your presentation consider:
- Who else can I show it to?
- How can I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy to people who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it electronically online or directly?
- Is it viable to write an article or blog discussing topics that arose from the presentation?
- Have I sent additional content to all the people who were at the presentation?
While these ideas may 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 is essential to remember that it’s far easier to use a tiny amount of time at the end to really maximise on what you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the results of all the time and effort you put into law firm marketing and you’ll see that the next time you need to create content you’ll 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.