Whether 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 the lifeblood of legal marketing, without it you might just as well not bother with a law firm marketing plan. But producing content requires hard work, and you need to make the best of the writing you manage to produce. Following are just a few suggestions to help you use two of the 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 written some quality, interesting material of any of the forms above, you don’t need to only send it off once or print it and leave it to stagnate in your office. You can distribute that content as broadly as possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded onto my website?
- Have I emailed it direct to people who have referred me, 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 my firm aware of it and can they explain it in detail if a client asks about it?
- Can I turn it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written with a particular audience in mind, or because of a particular request. Therefore they are often presented once then left to stagnate. All of the time required to prepare it results in only a one time presentation. If you want to get much more out of your presentation consider:
- What other companies may I show it to?
- How can I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, and suggested that I present it to others?
- Can I 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 topics that arose during the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
Although some of these ideas may seem 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 is essential to consider that it’s much easier to use a tiny amount of time now to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the results of the time you put into law firm marketing and you’ll discover that the next time you need to create 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.