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 a solid growth of clients, you’ll 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. But producing content is hard work, and you should make the most of the writing that you manage to produce. Here are several suggestions for making sure you use the two 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’ve created some quality, interesting material of any of the forms mentioned, don’t only send it out once or print it and leave it to sit in your reception. Distribute the content as broadly as possible. For each item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto my website?
- Have I emailed it direct to referrers, 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?
- Is everyone in the firm aware of it and could they explain it further if a client questions them?
- Can I turn it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually written with a specific audience in mind, or because of a particular request. Therefore they tend to be presented only once then left to become stale. The large amount of time involved in preparing them gets only a one time showing. If you want to get much more benefit from your presentation consider:
- Who else can I present it to?
- How can I let the most 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?
- 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 questions that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
While these ideas might feel like more work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is crucial to remember that it’s far easier to use a tiny amount of time at the end to really impact on what you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the results of the time and effort you put into law firm marketing and you’ll discover that the next time you need to create some content you’ll 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.