Whether the legal marketing strategy for your law firm is based 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 the lifeblood of legal marketing, without it you may as well not bother with a law firm marketing plan. But producing content requires hard work, and you want to make the most of the material that you can produce. Here are just a few ideas for making sure 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’ve produced any 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 office. You can distribute that content as much as possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded onto my 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 company aware of it and could they explain it in detail if a client questions them?
- Can I transform it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a specific audience in mind, or because of a particular request. As a result they are often presented only once and then left to become stale. All of that time required to prepare them results in only a one time showing. To get far more benefit from your presentation consider:
- Who else could I show it to?
- How can I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, or suggested that I present it to others?
- Is it relevant to send the presentation in hard copy to people who were unable to 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 topics that arose from the presentation?
- Have I sent additional content to all the people who were at the presentation?
While a lot of these ideas might seem like additional work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s important to remember that it is far easier to add a tiny amount of time now to really impact on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase 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 some content you will 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.