Whether the legal marketing strategy for your law firm depends on 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 the lifeblood of legal marketing, without it you may as well not bother with a law firm marketing plan. However, producing content means hard work, and you must make the most of the writing you can produce. Here are some quick suggestions for making sure you use the two most popularly 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 any quality, interesting material of any of the forms above, you don’t need to just send it out once or print it and leave it to stagnate in your reception area. You ought to distribute that content as much as possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I emailed 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 the company aware of it and could they explain it in detail if a client questions them?
- Can I transform it into another style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written with a particular reception in mind, or because of a particular request. Therefore they tend to be presented only once then left to stagnate. All of that effort and time required to prepare it gets just one presentation. To get much more benefit from your presentation consider:
- What other companies could I present 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?
- 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 during the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although these ideas might 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 essential to consider that it is far easier to add a tiny amount of time at the end to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the benefits of the time you put into law firm marketing and you’ll discover that the next time you create some content you will 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.