Whether the 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 will need to create content.
Content is an essential part 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 best of the material that you can produce. Following are some quick ideas to help 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 any worthwhile, interesting material of any of the forms mentioned, you don’t need to just send it out once or print it and let it stagnate in your reception. Distribute the content as much as is possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I sent it direct to people who have referred me, 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?
- Is everyone in the firm aware of it and could they explain it further if a client asks?
- Can I transform it into a different type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a specific reception 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 effort and time required to prepare it gets only a one time showing. If you want to get more out of your presentation consider:
- Who else may I show it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, and offered to present it to others?
- Can I send a hard copy of the presentation to those 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 during the presentation?
- Have I sent additional content to all the people that were at the presentation?
While a lot of these suggestions may feel like additional 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 important to remember that it is much easier to add a tiny amount of time at the end to really maximise on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Increase the results of the time and effort you put into law firm marketing and you’ll discover that the next time you 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.