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 your stable of clients, you’ll need to generate content.
Content is the lifeblood of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you need to make the best of the material that you manage to produce. Here are several ideas for making sure you use the two most reliably 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 created any worthwhile, interesting material of any of the formats mentioned, you don’t need to just send it out once or print it and let it sit in your office. Distribute the content as much as possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been 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 my company aware of it and could they explain it in detail if a client questions them?
- Can I turn it into another style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually created with a particular reception in mind, or because of a particular request. Therefore they tend to be presented only once and then left to become stale. All of the time involved in preparing it gets just one presentation. To get more out of your presentation consider:
- What other companies can I present it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy to people who couldn’t attend the seminar?
- Can 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 questions that arose from the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
While some of these ideas may seem like additional work just 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 is necessary to remember that it is far 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 benefits of the time and effort you put into law firm marketing and you’ll discover that the next time you create some content you’ll 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.