Whether the legal marketing strategy for your law firm revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you’ll need to generate content.
Content is an essential dynamic of legal marketing, without it you may as well not have a law firm marketing plan. But producing content means hard work, and you want to make the best of the material that you can produce. Following are just a few ideas for making sure you use the two 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 written any quality, interesting material in any of the forms mentioned, you don’t need to just send it out once or print it and let it stagnate in your office. You should distribute that content as widely as is possible. For each item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded to our website?
- Have I emailed it directly 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 the company aware of it and could they explain it further if a client questions them?
- Can I transform it into a different style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular audience in mind, or because of a particular request. As a result they are often presented only once then left to become stale. The large amount of effort and time required to prepare them gets just one presentation. If you want to get more benefit from your presentation consider:
- Who else can I show it to?
- How can I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, or suggested that I present it to others?
- Can I send the presentation in hard copy to people who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it electronically online or directly?
- Can I write an article or blog to discuss topics that arose from the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While some of these ideas may feel like more work at a time 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’s necessary to remember that it is far easier to use a small amount of time now to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the benefits of the time you put into law firm marketing and you’ll discover that the next time you need to create content you’ll 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.