If the 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 will need to generate 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 means hard work, and you want to make the most of the writing you manage to produce. Here are some quick suggestions for making sure you use the two most reliably 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 any quality, interesting material in any of the formats mentioned, you don’t need to just send it out once or print it and leave it to sit in your reception. Distribute the content as broadly as possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded onto 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 can they explain it in detail if a client asks about it?
- Can I transform it into a different style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally created with a particular reception in mind, or because of a particular request. As a result they tend to be presented only once then left to stagnate. All of that effort and time involved in preparing them gets only a one time showing. To get much more out of your presentation consider:
- What other companies can I show it to?
- How could 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 a hard copy of the presentation to people who were unable to 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 to discuss questions that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although a lot of these ideas might seem like more work just when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s crucial to remember that it is far easier to add 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.
Improve the results of the time and effort you put into law firm marketing and you’ll discover that the next time you create content you’ll feel more confident about how effective that content 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.