Whether 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 a solid growth 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 means hard work, and you must make the best of the material that you can produce. Here are some ideas to help 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 produced some quality, interesting material in any of the formats above, don’t just send it off once or print it and leave it to stagnate in your office. You ought to distribute that content as much as possible. For every item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded onto our website?
- Have I sent it directly 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?
- Is everyone in the firm aware of it and can they explain it further if a client questions them about it?
- Can I transform it into another style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a specific reception in mind, or because of a particular request. Therefore they tend to be presented once then left to stagnate. All of the effort and time involved in preparing them results in only a one time presentation. To get more out of your presentation consider:
- What other companies can I show it to?
- How can 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 those who were unable to attend the seminar?
- Could I record an audio or video of the presentation and distribute it electronically online or directly?
- Is it viable to 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?
While these suggestions might seem like additional work at a time 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 remember that it’s much easier to add a small amount of time at the end to really impact on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Improve the results of the time and effort you put into law firm marketing and you’ll discover that the next time you create some content you will 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.