If 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’ll need to create content.
Content is an essential part of legal marketing, without it you may as well not bother with a law firm marketing plan. However, producing content requires hard work, and you want to make the best of the writing you manage to produce. Here are just a few ideas to help you use the two most popularly produced types of legal marketing content as best 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 formats mentioned, you don’t need to only send it off once or print it and leave it to stagnate in your office. You should distribute the content as much as is possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded to our website?
- Have I sent it direct to referrers, 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 firm aware of it and can they explain it further if a client asks about it?
- Can I transform it into another kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally written with a particular audience in mind, or because of a particular request. As a result they are often presented once then left to become stale. All of that time required to prepare it gets only a one time presentation. If you want to get far more out of 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, and offered to 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?
- Can I write an article or blog to discuss topics that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although these suggestions might 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 remember that it’s much easier to use a tiny amount of time at the end to really maximise on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Improve the results of the time you put into law firm marketing and you’ll discover 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.