Whether the 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 your stable of clients, you’ll need to create content.
Content is the lifeblood of legal marketing, and without it you might just as well not bother with a law firm marketing plan. But producing content is hard work, and you should make the most of the material that you can produce. Following are some suggestions for making sure you use the two most popularly produced types of legal marketing content as best 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 types mentioned, don’t just send it out once or print it and leave it to sit in your office. Distribute that content as broadly as is 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 to my website?
- Have I sent 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?
- Is everyone in the company aware of it and can 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 form?
Law Firm Marketing – Presentations
Presentations are usually created with a specific audience in mind, or because of a particular request. As a result they tend to be presented once then left to become stale. All of that effort and time involved in preparing it results in only a one time presentation. If you want to get far more benefit from your presentation consider:
- Who else could I present it to?
- How could I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and 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 discussing topics that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
Although these suggestions might seem like additional work just 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 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.
Increase the results of all the time and effort you put into law firm marketing and you’ll see that the next time you need to create 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.