If the marketing strategy for your law firm depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of your stable of clients, you will need to generate content.
Content is an essential part of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content is hard work, and you want to make the best of the material that you can produce. Following are just a few suggestions for making sure you use two of the 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 have created some worthwhile, interesting material of any of the types mentioned, don’t just send it out once or print it and leave it to sit in your reception area. Distribute that content as much as possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded onto my website?
- Have I emailed 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?
- Are others in the firm aware of it and could they explain it in detail if a client asks?
- Can I transform it into another 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. Therefore they are often presented only once and then left to stagnate. All of that effort and time required to prepare it gets only a one time showing. If you want to get far more out of your presentation consider:
- What other companies may 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 the presentation in hard copy 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?
- Is it viable to write an article or blog to discuss topics that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
While a lot of these suggestions may feel like additional work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is necessary to consider that it is far easier to use a small amount of time at the end to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the results of 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’ll feel more confident 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.