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 generate content.
Content is an essential dynamic of legal marketing, and without it you may as well not bother with a law firm marketing plan. However, producing content is hard work, and you should make the most of the writing that you manage to produce. Following are just a few ideas to help 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’ve produced some quality, interesting material in any of the formats above, you don’t need to just send it out once or print it and let it stagnate in your reception area. You ought to distribute the content as widely as possible. For each item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto my website?
- Have I sent 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?
- Is everyone in the firm aware of it and could they explain it in detail if a client asks?
- Can I turn it into a different type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written with a specific reception in mind, or because of a particular request. Therefore they are often presented only once then left to stagnate. All of the time required to prepare them results in only a one time presentation. To get far more benefit from your presentation consider:
- What other companies can I present it to?
- How can I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and offered to present it to others?
- Can I send the presentation in hard copy to those who couldn’t attend the seminar?
- Could I record an audio or video of the presentation and distribute it electronically online or directly?
- Can I write an article or blog discussing topics that arose from the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
Although these suggestions might seem like additional work at a time when you’ve possibly 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’s far easier to use a tiny amount of time now to really impact 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 and effort you put into law firm marketing and you’ll find that the next time you create content you will feel more confident 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.