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 a solid growth of clients, you’ll need to create content.
Content is an essential dynamic of legal marketing, and without it you may as well not have a law firm marketing plan. But producing content means hard work, and you must make the best of the material that you can produce. Following are some ideas to help 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 produced some worthwhile, interesting material of any of the types above, don’t just send it off once or print it and let it stagnate in your reception. You should distribute the content as widely as possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I sent 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 can they explain it further if a client questions them about it?
- Can I turn it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a particular reception in mind, or because of a particular request. As a result they tend to be presented only once and then left to stagnate. The large amount of effort and time involved in preparing them results in just one presentation. If you want to get far more out of your presentation consider:
- What other companies can I show it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or suggested that I present it to others?
- Is it relevant to send the presentation in hard copy to those who couldn’t 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 questions that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
While these ideas 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’s important to consider that it’s much easier to use a tiny amount of time now to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the benefits of all the time and effort you put into law firm marketing and you’ll find that the next time you create some content you’ll 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.