Whether the 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 a solid growth of clients, you’ll need to generate content.
Content is an essential part of legal marketing, and without it you may as well not have a law firm marketing plan. But producing content means hard work, and you should make the most of the writing that you can produce. Following are some quick suggestions for making sure you use two of the most commonly 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 created any worthwhile, interesting material of any of the types above, don’t just send it out once or print it and leave it to stagnate in your reception area. You can distribute the content as widely as possible. For every piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto my 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?
- Is everyone in the company aware of it and could they explain it in detail if a client asks about it?
- Can I transform it into another type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally created with a specific audience in mind, or because of a particular request. As a result they tend to be presented once and then left to become stale. All of that time involved in preparing it results in only a one time showing. To get more out of your presentation consider:
- Who else could I show it to?
- How can I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to send the presentation in hard copy to those 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 discussing topics that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
Although some of these suggestions may feel like more work just 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 consider that it is much easier to use a small amount of time at the end to really impact on the impression 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 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.