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 a share of a solid growth of clients, you will need to generate content.
Content is an essential part of legal marketing, without it you might just as well not bother with a law firm marketing plan. But producing content is hard work, and you must make the most of the writing that you can produce. Here are some 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 produced any worthwhile, interesting material in any of the forms mentioned, you don’t need to just send it out once or print it and let it sit in your reception area. You ought to distribute the content as much as possible. For every item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto our 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 the firm aware of it and could they explain it in detail if a client has queries about it?
- Can I transform it into a different kind 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 once then left to become stale. All of the time required to prepare it results in just one showing. To get more out of your presentation consider:
- What other companies could I present it to?
- How can I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and suggested that I present it to others?
- Can I 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 electronically online or directly?
- Is it viable to 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 these ideas may seem like additional 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 consider that it’s far easier to add a small amount of time now to really maximise on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the benefits of all 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 positive 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.