If the marketing strategy for your law firm depends 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 create content.
Content is an essential part of legal marketing, without it you may as well not have a law firm marketing plan. But producing content requires hard work, and you want to make the best of the writing that you manage to produce. Here are some suggestions for making sure you use two of the most reliably 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 produced some worthwhile, interesting material in any of the forms mentioned, you don’t need to only send it out once or print it and leave it to sit in your reception area. Distribute the content as broadly as is possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded to my website?
- Have I emailed 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 could they explain it in detail if a client questions them?
- Can I transform it into a different kind 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. As a result they are often presented once then left to stagnate. All of the time required to prepare it results in only a one time showing. To get far more benefit from your presentation consider:
- What other companies may I present it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and offered to present it to others?
- Can I send the presentation in hard copy 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?
- Is it viable to write an article or blog to discuss questions that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
While a lot of these suggestions might seem like more 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 much easier to use a small amount of time at the end to really maximise on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Maximise the benefits of all the time and effort you put into law firm marketing and you’ll see that the next time you need to create some 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.