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 your stable of clients, you will need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content means hard work, and you want to make the best of the writing that you can produce. Following are some ideas to help you use two of the most commonly 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 produced any quality, interesting material in any of the forms above, don’t only send it out once or print it and let it sit in your reception area. You can distribute the content as widely as possible. For each piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I emailed it direct to people who have referred me, 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?
- Is everyone in the company aware of it and can they explain it in detail if a client has queries about it?
- Can I turn it into a different type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a specific reception in mind, or because of a particular request. As a result they are often presented only once and then left to become stale. All of the time required to prepare them results in just one presentation. If you want to get much more out of your presentation consider:
- What other companies could I present it to?
- How could I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to 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 discussing questions that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
While some of these suggestions may seem 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 much easier to add a small 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 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.