Whether the marketing strategy for your law firm is based on 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 dynamic 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 should make the best of the material you manage to produce. Here 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 any worthwhile, interesting material of any of the types above, don’t just send it out once or print it and let it sit in your reception area. You should distribute that content as much as is possible. For every piece of writing you produce, consider:
- Have I sent 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 it with a post on Facebook and a tweet on Twitter?
- Has it been sent to media contacts?
- Is everyone in the company aware of it and could they explain it in detail if a client questions them about it?
- Can I transform it into a different type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written 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 required to prepare it gets just one showing. To get far more out of your presentation consider:
- Who else could I show it to?
- How can 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?
- Is it relevant to send a hard copy of the presentation to people who couldn’t attend the seminar?
- Can 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 followed up with additional content to all the people that attended the presentation?
Although some of these suggestions might feel like more 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’s essential to consider that it is much easier to use a small amount of time at the end to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the benefits of the time and effort you put into law firm marketing and you’ll see that the next time you create 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.