Whether the marketing strategy for your law firm is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of your stable of clients, you’ll need to generate content.
Content is the lifeblood of legal marketing, and without it you may as well not have a law firm marketing plan. But producing content requires hard work, and you want to make the most of the material that you manage to produce. Here are some suggestions for making sure you use two of the 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’ve created any quality, interesting material in any of the types above, don’t just send it out once or print it and let it stagnate in your reception. Distribute the content as widely as possible. For each item 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 directly to people who have referred me, 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 asks about it?
- Can I transform it into a different style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. As a result they are often presented only once and then left to stagnate. All of the time required to prepare them gets only a one time showing. To get far more benefit from your presentation consider:
- Who else could I present it to?
- How can I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and suggested that I 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 electronically online or directly?
- Can I write an article or blog to discuss topics that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
Although some of these ideas might feel like more 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 crucial to remember that it’s much easier to add a small amount of time at the end to really impact 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 find that the next time you need to create some 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.