If the legal marketing strategy for your law firm depends on 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 an essential dynamic 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 want to make the most of the material you manage to produce. Following are some ideas to help you use the two most commonly 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 have written any worthwhile, interesting material in any of the formats mentioned, don’t only send it off once or print it and let it sit in your reception. You can distribute that content as broadly as possible. For every piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto our website?
- Have I sent it direct to people who have referred me, 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 asks about it?
- Can I turn it into another style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular reception in mind, or because of a particular request. As a result they are often presented only once and then left to become stale. All of that time required to prepare them gets only a one time presentation. To get far more benefit from your presentation consider:
- Who else can I show 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 people who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it electronically online or directly?
- Can I write an article or blog to discuss questions that arose from the presentation?
- Have I sent additional content to all the people who were at the presentation?
Although some of these ideas might feel like additional work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to consider that it is much easier to use a tiny amount of time now to really maximise 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 you put into law firm marketing and you’ll find that the next time you need to create content you’ll 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.