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 your stable of clients, you’ll need to generate content.
Content is an essential part of legal marketing, without it you may as well not bother with a law firm marketing plan. But producing content means hard work, and you want to make the most of the writing that you can produce. Here are several suggestions to help you use two of the 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 created some worthwhile, interesting material in any of the forms mentioned, don’t only send it out once or print it and leave it to stagnate in your reception. Distribute the content as much as possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded to our website?
- Have I emailed it direct 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?
- Is everyone in my firm aware of it and could they explain it in detail if a client questions them about it?
- Can I transform it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally written with a particular reception in mind, or because of a particular request. As a result they tend to be presented only once then left to become stale. The large amount of time required to prepare it results in just one showing. If you want to get more benefit from your presentation consider:
- Who else can I present it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or offered to present it to others?
- Can I send a hard copy of the presentation to people who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Can I 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 attended the presentation?
Although these suggestions may feel like more 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 far easier to add a small amount of time at the end to really impact on what you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the results of all the time and effort you put into law firm marketing and you’ll see that the next time you need to create content you’ll feel more confident about how effective the results 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.