If 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 your stable of clients, you’ll need to create 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 requires hard work, and you must make the best of the writing that you can produce. Following are several ideas 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 have written some quality, interesting material of any of the forms above, don’t just send it off once or print it and leave it to sit in your office. You should distribute the content as widely as possible. For each item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded to our website?
- Have I emailed it directly 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?
- Are others in my company aware of it and could they explain it further if a client asks?
- Can I turn it into another type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written with a particular reception in mind, or because of a particular request. As a result they tend to be presented only once then left to become stale. The large amount of effort and time required to prepare it gets just one presentation. If you want to get far more out of your presentation consider:
- Who else could I present it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to send a hard copy of the presentation 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 topics that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
While these ideas may feel like additional 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 crucial to consider that it is much easier to add a tiny amount of time now to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the results of the time and effort you put into law firm marketing and you’ll discover that the next time you need to create some 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.