Whether the marketing strategy for your law firm depends 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 create content.
Content is an essential part of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content is hard work, and you want to make the most of the writing you manage to produce. Following are some suggestions for making sure you use the two 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 have produced any worthwhile, interesting material of any of the forms mentioned, you don’t need to only send it off once or print it and leave it to sit in your reception. You can distribute the content as broadly as is possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I emailed it direct to referrers, 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?
- Are others in my company aware of it and can they explain it in detail if a client questions them?
- Can I transform it into another type of content and distribute in a different forum?
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 then left to stagnate. All of the time required to prepare it gets just one showing. If you want to get far more benefit from your presentation consider:
- What other companies could I show it to?
- How can I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send a hard copy of the presentation to people who couldn’t attend the seminar?
- Could 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 from the presentation?
- Have I sent additional content to all the people who were at the presentation?
While some of these suggestions may feel like more work at a time when you’ve probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to consider that it is much easier to add a small amount of time at the end to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the benefits of all the time and effort you put into law firm marketing and you’ll see that the next time you create content you’ll 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.