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 generate content.
Content is the lifeblood of legal marketing, without it you might just as well not have a law firm marketing plan. However, producing content is hard work, and you need to make the most of the material that you can produce. Here are several ideas for making sure 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’ve created some quality, interesting material of any of the types above, don’t only send it out once or print it and let it sit in your reception area. Distribute that content as much as is possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded onto my website?
- Have I emailed it direct 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?
- Are others in my firm aware of it and can they explain it further if a client asks about it?
- Can I turn it into another type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific audience in mind, or because of a particular request. As a result they are often presented once then left to stagnate. All of that effort and time involved in preparing it gets just one showing. If you want to get more benefit from your presentation consider:
- Who else may I show it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or suggested that I present it to others?
- Can I send a hard copy of the presentation to those who couldn’t attend the seminar?
- Could 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 questions that arose during the presentation?
- Have I sent additional content to all the people that attended the presentation?
Although some of these ideas might feel like additional work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s necessary to remember that it’s far easier to add a tiny amount of time at the end to really maximise on what you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the results of the time and effort you put into law firm marketing and you’ll discover that the next time you need to create content you will 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.