If the marketing strategy for your law firm is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of your stable of clients, you will need to generate content.
Content is an essential part of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content requires hard work, and you need to make the most of the material that you can produce. Following are some quick suggestions for making sure you use the two 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 created any quality, interesting material of any of the formats above, don’t only send it out once or print it and leave it to sit in your office. Distribute the content as much as possible. For every piece 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 directly 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 company aware of it and can they explain it further if a client has queries about it?
- Can I transform it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually created with a particular reception in mind, or because of a particular request. As a result they tend to be presented only once then left to become stale. The large amount of time involved in preparing it gets just one showing. To get far more out of your presentation consider:
- What other companies can I show it to?
- How could I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send the presentation in hard copy to those who couldn’t attend the seminar?
- Could I record an audio or video of the presentation and distribute it electronically online or directly?
- Is it viable to write an article or blog discussing topics that arose during the presentation?
- Have I sent additional content to all the people that attended the presentation?
Although some of these suggestions might feel like more 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 consider that it is far easier to add a small amount of time now to really impact 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 you put into law firm marketing and you’ll find that the next time you need to create some content you’ll feel more positive 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.