If the legal 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 your stable of clients, you’ll need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not bother with a law firm marketing plan. But producing content requires hard work, and you should make the most of the writing you manage to produce. Here are just a few ideas for making sure you use the two most popularly 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 created some worthwhile, interesting material of any of the forms mentioned, you don’t need to just send it out once or print it and leave it to stagnate in your reception. Distribute that content as broadly as is possible. For each piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to our website?
- Have I sent 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 company aware of it and could they explain it in detail if a client questions them about it?
- Can I turn it into another type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a specific audience in mind, or because of a particular request. Therefore they are often presented only once then left to stagnate. All of that effort and time involved in preparing it results in only a one time showing. If you want to get far more benefit from your presentation consider:
- Who else may I present it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and offered to present it to others?
- Can I send a hard copy of the presentation to people who couldn’t attend the seminar?
- Could 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 who were at the presentation?
Although a lot of these suggestions might seem like more 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 at the end to really maximise on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the benefits of all the time you put into law firm marketing and you’ll see that the next time you need to create some 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.