If the marketing strategy for your law firm revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you’ll need to generate content.
Content is the lifeblood 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 want to make the most of the material you can produce. Following are some suggestions to help you use two of the 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 have written any worthwhile, interesting material in any of the types mentioned, you don’t need to only send it out once or print it and let it sit in your office. You ought to distribute that content as broadly as possible. For each item of written material 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 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 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 form?
Law Firm Marketing – Presentations
Presentations are usually created with a particular reception in mind, or because of a particular request. Therefore they tend to be presented once then left to stagnate. All of that effort and time required to prepare it gets only a one time presentation. If you want to get far more out of 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 my website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send a hard copy of the presentation 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 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 probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to remember that it’s far easier to use a tiny amount of time now to really maximise on what you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the benefits of all the time and effort you put into law firm marketing and you’ll discover that the next time you create content you’ll 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.