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 a solid growth of clients, you will need to generate content.
Content is the lifeblood of legal marketing, and without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you want to make the most of the material you can produce. Following are several suggestions for making sure you use two of the most commonly 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’ve created some worthwhile, interesting material of any of the forms above, don’t only send it off once or print it and leave it to sit in your reception area. You should distribute the content as broadly as possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded to my website?
- Have I sent it direct to referrers, 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?
- Are others in my firm aware of it and could they explain it in detail if a client has queries about it?
- Can I transform it into another type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a specific reception in mind, or because of a particular request. Therefore they tend to be presented once and then left to stagnate. All of that effort and time required to prepare them results in just one showing. If you want to get much more benefit from your presentation consider:
- Who else could I show it to?
- How could I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, or offered to present it to others?
- Can I send a hard copy of the presentation to people 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 discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While these ideas might feel like additional 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 important to remember that it’s far easier to use a tiny 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.
Improve the results of the time and effort you put into law firm marketing and you’ll find that the next time you 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.