Whether the legal marketing strategy for your law firm depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of a solid growth of clients, you’ll need to create content.
Content is the lifeblood 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 need to make the best of the material you manage to produce. Following are just a few ideas to help you use two of the 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’ve written some worthwhile, interesting material in any of the types above, don’t just send it off once or print it and leave it to sit in your reception area. You can distribute the content as widely as possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto my website?
- Have I emailed it direct 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 company aware of it and could they explain it further if a client asks?
- Can I transform it into another type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally created with a particular audience in mind, or because of a particular request. Therefore they tend to be presented only once and then left to stagnate. The large amount of time required to prepare them results in only a one time showing. To get far 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, or suggested that I present it to others?
- Is it relevant to send a hard copy of the presentation to people 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 to discuss questions that arose during the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
Although these ideas might feel like more work just when you’ve possibly damaged 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 now to really impact on what you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the results of all the time you put into law firm marketing and you’ll find that the next time you create some 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.