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 a solid growth of clients, you will need to create content.
Content is an essential part of legal marketing, without it you may as well not bother with a law firm marketing plan. However, producing content requires hard work, and you want to make the best of the material that you manage to produce. Following are some quick ideas 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 written some quality, interesting material of any of the forms mentioned, don’t only send it out once or print it and let it stagnate in your reception area. You should distribute the content as broadly as possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded onto our website?
- Have I sent 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 my company aware of it and can they explain it in detail if a client asks?
- Can I turn it into another style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually created with a particular reception in mind, or because of a particular request. As a result they tend to be presented once and then left to stagnate. All of that time required to prepare them results in just one showing. To get much more benefit from your presentation consider:
- What other companies can I show it to?
- How could I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send the presentation in hard copy to people who were unable to 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 topics that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
While some of these ideas might feel like more work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is crucial to remember that it is far easier to use a small 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.
Maximise the benefits of the time you put into law firm marketing and you’ll find that the next time you need to create some content you’ll 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.