If 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 generate content.
Content is an essential part of legal marketing, and without it you may as well not bother with a law firm marketing plan. However, producing content means hard work, and you want to make the most of the material that you manage to produce. Following are some quick ideas to help you use two of the 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 any quality, interesting material in any of the forms above, don’t just send it off once or print it and leave it to sit in your reception area. You should distribute that content as broadly as possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto my 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 the company aware of it and could they explain it in detail if a client questions them?
- Can I transform it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular reception in mind, or because of a particular request. Therefore they tend to be presented only once then left to become stale. The large amount of time required to prepare them results in only a one time presentation. To get more benefit from your presentation consider:
- What other companies can I present it to?
- How could I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy 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 discussing topics that arose during the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
While these ideas might feel like more work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is crucial to consider that it is far easier to add a tiny amount of time now to really maximise on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Increase the benefits of all the time you put into law firm marketing and you’ll find that the next time you need to create some content you will 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.