Whether the legal 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 a solid growth of clients, you will need to create content.
Content is an essential part of legal marketing, and without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you want to make the best of the writing you manage to produce. Following are several ideas for making sure you use the two most popularly 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 created some worthwhile, interesting material in any of the types mentioned, you don’t need to just send it out once or print it and let it stagnate in your reception area. Distribute the content as broadly as is possible. For each item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded to our website?
- Have I emailed it directly 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?
- Are others in my company aware of it and could they explain it further if a client asks about it?
- Can I turn it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally created with a specific reception in mind, or because of a particular request. Therefore they are often presented once and then left to stagnate. All of the effort and time involved in preparing it results in just one presentation. If you want to get more out of your presentation consider:
- What other companies could I present it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send the presentation in hard copy to those who were unable to 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 to discuss topics that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
Although some of these ideas might feel like additional work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is important to consider that it’s far 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.
Maximise the benefits of all the time you put into law firm marketing and you’ll find that the next time you create 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.