Whether the marketing strategy for your law firm revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you’ll need to generate content.
Content is an essential dynamic of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content means hard work, and you need to make the most of the writing you manage to produce. Here 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’ve written some quality, interesting material of any of the formats above, you don’t need to only send it out once or print it and leave it to stagnate in your office. Distribute the content as broadly as possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded onto our website?
- Have I emailed it directly 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?
- Are others in the firm aware of it and can they explain it in detail if a client has queries about it?
- Can I transform it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. Therefore they are often presented once and then left to become stale. All of the effort and time involved in preparing it gets just one showing. To get more out of your presentation consider:
- Who else may I show it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send the presentation in hard copy to people who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Is it viable to write an article or blog to discuss questions that arose from the presentation?
- Have I sent additional content to all the people who were at the presentation?
While a lot of these ideas may feel like additional 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 important to remember that it is far easier to add a tiny amount of time now to really impact on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve 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 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.