If 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 a share of a solid growth of clients, you’ll need to generate content.
Content is an essential part of legal marketing, without it you might just as well not have a law firm marketing plan. However, producing content means hard work, and you need to make the most of the material that you can produce. Here are some quick suggestions for making sure you use the two 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 formats mentioned, don’t just send it off once or print it and leave it to sit in your reception area. You ought to distribute that 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?
- Is it loaded onto our website?
- Have I sent it direct 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 can they explain it in detail if a client questions them?
- Can I turn it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific reception in mind, or because of a particular request. As a result they tend to be presented only once then left to stagnate. All of that effort and time required to prepare it gets only a one time showing. To get much 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 discussed it on our website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send the presentation in hard copy to people who couldn’t attend the seminar?
- Could I record an audio or video of the presentation and distribute it via email or directly?
- Is it viable to write an article or blog to discuss questions that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
Although these suggestions might feel like more work at a time when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s crucial to consider that it is much easier to use a tiny 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 the time and effort you put into law firm marketing and you’ll find that the next time you create some content you will feel more confident 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.