Whether the marketing strategy for your law firm depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet 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. However, producing content means hard work, and you want to make the best of the material that you manage to produce. Here 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’ve produced any quality, interesting material in any of the formats above, don’t only send it out once or print it and leave it to stagnate in your reception area. You should distribute the content as broadly as is possible. For each item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded onto our website?
- Have I emailed it directly to people who have referred me, 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 the company aware of it and could they explain it further if a client has queries about it?
- Can I transform it into another style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a specific reception in mind, or because of a particular request. Therefore they tend to be presented once and then left to stagnate. The large amount of effort and time required to prepare it results in only a one time showing. If you want to get much more benefit from your presentation consider:
- Who else may I show it to?
- How could I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send a hard copy of the presentation to people who were unable to attend the seminar?
- Could 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 topics that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While a lot of 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’s essential to remember that it’s much easier to use a small amount of time now to really maximise on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the results of the time you put into law firm marketing and you’ll see that the next time you need to create content you will 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.