Whether 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 will need to create content.
Content is the lifeblood 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 must make the best of the writing that you can produce. Following are some quick suggestions for making sure you use two of the most commonly 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 written some worthwhile, interesting material in any of the forms mentioned, don’t just send it out once or print it and let it stagnate in your reception area. You can distribute that content as broadly as is possible. For every piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I sent it directly to people who have referred me, 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 my firm aware of it and could they explain it further if a client questions them?
- Can I turn it into a different style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally created with a specific audience in mind, or because of a particular request. As a result they tend to be presented once and then left to become stale. All of the time involved in preparing it gets only a one time presentation. To get far more benefit from your presentation consider:
- Who else may I present it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send a hard copy of the presentation to those who were unable to 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 discussing questions that arose from the presentation?
- Have I sent additional content to all the people that attended the presentation?
Although these suggestions might feel like additional work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is important to consider that it’s much easier to add a small amount of time at the end to really maximise on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Maximise the benefits of all 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 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.