If the 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. But producing content means hard work, and you want to make the best of the writing that you can produce. Following are some ideas for making sure you use the two most reliably 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 quality, interesting material of any of the types mentioned, don’t only send it off once or print it and let it sit in your office. You can distribute the content as broadly as possible. For every item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto my website?
- Have I sent 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 firm aware of it and can they explain it in detail if a client has queries about it?
- Can I transform it into a different 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 are often presented only once and then left to become stale. The large amount of effort and time involved in preparing it gets only a one time showing. If you want to get much more benefit from your presentation consider:
- What other companies could I show it to?
- How could I let the most 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?
- Can 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 discussing questions that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although these ideas might 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 consider that it is far easier to use a small amount of time now to really impact on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the results of all the time you put into law firm marketing and you’ll discover that the next time you need to create 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.