Whether the 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 will need to generate content.
Content is an essential part of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content is hard work, and you must make the best of the material you manage to produce. Following are some quick suggestions for making sure you use two of the 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 produced some quality, interesting material of any of the types above, don’t only send it out once or print it and leave it to sit in your office. You should distribute that content as much as possible. For every item 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 emailed it directly 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 company aware of it and could they explain it in detail if a client asks about it?
- Can I transform it into another type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually created with a specific reception in mind, or because of a particular request. Therefore they are often presented once and then left to stagnate. All of that time required to prepare it results in only a one time presentation. If you want to get more benefit from your presentation consider:
- What other companies may I show it to?
- How can I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or suggested that I present it to others?
- Can I send a hard copy of the presentation to those who were unable to attend the seminar?
- Can 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?
Although a lot of these ideas may feel like additional work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to consider that it’s far easier to use a small amount of time at the end to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the results of the time and effort you put into law firm marketing and you’ll see that the next time you create content you will feel more positive 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.