If 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 a share of your stable of clients, you’ll need to generate content.
Content is an essential dynamic of legal marketing, and without it you may as well not bother with a law firm marketing plan. However, producing content means hard work, and you need to make the most of the writing you can produce. Here are just a few ideas to help you use two of the 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’ve written any worthwhile, interesting material in any of the types above, you don’t need to just send it off once or print it and let it sit in your reception area. You ought to distribute that content as broadly as possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded to our website?
- Have I emailed it directly 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 firm aware of it and can they explain it in detail if a client asks about it?
- Can I transform it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually created with a specific reception in mind, or because of a particular request. As a result they are often presented once and then left to become stale. The large amount of effort and time required to prepare it gets just one presentation. To get more benefit from your presentation consider:
- What other companies can I present it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, or 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 to discuss questions that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although a lot of these suggestions might seem like additional work at a time when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s crucial to consider that it’s far easier to add a tiny amount of time now to really maximise on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the benefits of all the time and effort you put into law firm marketing and you’ll discover that the next time you create some content you will feel more confident 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.