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 may as well not bother with a law firm marketing plan. But producing content requires hard work, and you need to make the most of the writing that you can produce. Here are several 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’ve written some worthwhile, interesting material in any of the formats mentioned, you don’t need to only send it off once or print it and let it stagnate in your reception. You ought to distribute the content as broadly as possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded onto our website?
- Have I sent it direct to referrers, 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 can they explain it further if a client asks about it?
- Can I transform it into a different type of content and distribute in a different form?
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 and then left to stagnate. All of that effort and time required to prepare it gets just one presentation. If you want to get much more out of your presentation consider:
- Who else could I present it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or suggested that I present it to others?
- Can I send a hard copy of the presentation to people who were unable to attend the seminar?
- Could I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog to discuss questions that arose during the presentation?
- Have I followed up with additional content to all the people that were at 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’s important to consider that it is far easier to add a tiny amount of time now to really maximise on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the results of all the time you put into law firm marketing and you’ll see that the next time you need to create some content you’ll feel more positive 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.