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 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 might just as well not have a law firm marketing plan. However, producing content requires hard work, and you need to make the best of the material you can produce. Following are several suggestions for making sure 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 quality, interesting material in any of the forms above, don’t only send it out once or print it and leave it to sit in your reception area. Distribute the content as much as possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded to my website?
- Have I sent 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?
- Is everyone in the firm aware of it and can they explain it in detail if a client questions them about it?
- Can I turn it into a different style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually created with a particular audience in mind, or because of a particular request. Therefore they are often presented only once and then left to stagnate. The large amount of time involved in preparing it gets just one presentation. If you want to get much more benefit from your presentation consider:
- Who else can I show it to?
- How can I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or offered to present it to others?
- Can I send the presentation in hard copy to people who were unable to attend the seminar?
- Could I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog to discuss topics that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although 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’s essential to consider that it’s much easier to use a tiny amount of time at the end to really impact on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Improve the benefits of the time and effort you put into law firm marketing and you’ll see that the next time you create content you will 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.