If the legal 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 generate content.
Content is an essential dynamic of legal marketing, without it you might just as well not have a law firm marketing plan. However, producing content requires hard work, and you must make the best of the material that you can produce. Here are just a few suggestions for making sure you use the two 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 created some quality, interesting material of any of the formats mentioned, you don’t need to just send it out once or print it and leave it to sit in your office. You ought to distribute the content as broadly as possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I sent 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 firm aware of it and can they explain it in detail if a client asks?
- Can I transform it into another style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally written with a particular audience in mind, or because of a particular request. Therefore they tend to be presented only once then left to stagnate. All of the time required to prepare them gets only a one time showing. To get much more benefit from your presentation consider:
- What other companies could I present it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and suggested that I 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?
- Can I write an article or blog to discuss topics that arose from the presentation?
- Have I sent additional content to all the people who attended the presentation?
While a lot of these ideas may feel 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’s important to consider that it is far easier to add a small amount of time at the end to really maximise on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the benefits of the time you put into law firm marketing and you’ll see that the next time you create content you will 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.