Whether 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 an essential part of legal marketing, without it you may as well not have a law firm marketing plan. However, producing content means hard work, and you need to make the most of the writing that you manage to produce. Following are just a few suggestions for making sure you use the two most reliably 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 some worthwhile, interesting material in any of the types above, you don’t need to just send it off once or print it and leave it to sit in your reception. You should distribute that content as widely as is possible. For each item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded onto my 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?
- Are others in the firm aware of it and could they explain it in detail if a client questions them about it?
- Can I transform it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally created with a particular reception in mind, or because of a particular request. As a result they are often presented once then left to stagnate. The large amount of time involved in preparing them results in just one showing. To get far more benefit from your presentation consider:
- What other companies could 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, or offered to present it to others?
- Is it relevant to 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?
- Is it viable to write an article or blog to discuss topics that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
While these suggestions may feel like additional 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 important to consider that it’s much easier to add a small amount of time now to really impact on what you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the benefits of the time you put into law firm marketing and you’ll see that the next time you create some content you will 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.