Whether the marketing strategy for your law firm depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of a solid growth of clients, you will need to create content.
Content is the lifeblood of legal marketing, without it you may as well not bother with a law firm marketing plan. However, producing content is hard work, and you should make the best of the writing that you can produce. Here are some suggestions to help 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 have written any quality, interesting material of any of the formats mentioned, you don’t need to just send it off once or print it and leave it to sit in your reception area. Distribute the content as much as is possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I emailed it direct 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 the company aware of it and can they explain it in detail if a client questions them about it?
- Can I transform it into a different style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. Therefore they are often presented only once and then left to stagnate. All of that effort and time involved in preparing it gets just one showing. If you want to get much more out of your presentation consider:
- Who else could I show it to?
- How could I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, or suggested that I present it to others?
- Can I send the presentation in hard copy to those who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog discussing questions that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
While some of these suggestions 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’s essential to consider that it is far easier to use a small amount of time now to really maximise on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the results of 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.