Whether 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 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 is hard work, and you should make the best of the writing that you manage to produce. Following are some ideas to help 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 in any of the forms above, don’t just send it off once or print it and leave it to stagnate in your reception area. Distribute the content as much as is possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded onto 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 the company aware of it and can they explain it in detail if a client asks?
- Can I transform it into a different style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually 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 required to prepare them results in only a one time showing. If you want to get much more out of your presentation consider:
- What other companies could 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 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?
- Can I write an article or blog discussing topics that arose from the presentation?
- Have I sent additional content to all the people that attended the presentation?
Although these suggestions may 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’s crucial to remember that it is much easier to use a small amount of time now to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Maximise the benefits of the time and effort you put into law firm marketing and you’ll see that the next time you need to create 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.