If the legal marketing strategy for your law firm revolves around 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 an essential dynamic of legal marketing, without it you may as well not have a law firm marketing plan. However, producing content requires hard work, and you want to make the most of the writing that you can produce. Here are some ideas to help you use the two most commonly 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 in any of the forms above, you don’t need to just send it out once or print it and leave it to stagnate in your office. Distribute that content as widely as is possible. For every 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 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?
- Is everyone in the company aware of it and can they explain it in detail if a client asks about it?
- Can I transform it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually created with a particular audience in mind, or because of a particular request. As a result they are often presented only once and then left to become stale. All of that time required to prepare it results in only a one time showing. If you want to get more out of your presentation consider:
- Who else may I show it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to send the presentation in hard copy to people who couldn’t attend the seminar?
- Could 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 questions that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
Although these ideas may seem like more work at a time when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it is necessary to consider that it is far 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 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.