Whether the legal marketing strategy for your law firm revolves around 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 part of legal marketing, without it you may as well not have a law firm marketing plan. But producing content means hard work, and you want to make the best of the material you can produce. Here are just a few ideas to help you use the two 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’ve written some worthwhile, interesting material of any of the formats above, you don’t need to only send it out once or print it and let it sit in your reception. You ought to distribute that content as widely as is possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded to our website?
- Have I emailed it direct 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 company aware of it and can they explain it further if a client asks about it?
- Can I transform it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific audience in mind, or because of a particular request. As a result they are often presented once then left to stagnate. All of that effort and time required to prepare it results in only a one time showing. To get far more out of your presentation consider:
- What other companies could I show it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, and offered to present it to others?
- Can I send the presentation in hard copy to people who were unable to 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 to discuss topics that arose from the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although some of these suggestions 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 crucial to remember that it is far easier to use a tiny amount of time now to really impact on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the results of the time you put into law firm marketing and you’ll find that the next time you need to create some content you will 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.