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 will need to generate content.
Content is the lifeblood of legal marketing, without it you may as well not have a law firm marketing plan. But producing content means hard work, and you need to make the best of the writing you manage to produce. Here are some quick ideas for making sure 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 some worthwhile, interesting material in any of the formats mentioned, you don’t need to only send it off once or print it and let it stagnate in your reception area. You ought to distribute that content as much as possible. For each piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded to our website?
- Have I emailed 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 asks?
- Can I turn it into another style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually written with a specific audience in mind, or because of a particular request. As a result they tend to be presented once then left to stagnate. All of that time involved in preparing it results in just one showing. If you want to get far more out of your presentation consider:
- What other companies may I show it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy to those who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it electronically online or directly?
- Is it viable to write an article or blog discussing questions that arose from the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
While these suggestions may seem 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 far easier to use a small amount of time at the end to really impact on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Improve the benefits 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.