If 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 will need to generate content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. However, producing content is hard work, and you need to make the best of the material that you manage to produce. Following are several ideas for making sure 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 have created any quality, interesting material of any of the formats above, don’t just send it out once or print it and let it sit in your reception. You should distribute the content as much as possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded onto our website?
- Have I sent 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?
- Is everyone in my company aware of it and could they explain it further if a client asks about it?
- Can I turn it into a different type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually created with a particular reception in mind, or because of a particular request. Therefore they tend to be presented once and then left to become stale. All of that effort and time involved in preparing them gets only a one time presentation. 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 discussed it on our website, Facebook, Twitter, and offered to present it to others?
- Can I send a hard copy of the presentation to people 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 who were at the presentation?
Although a lot of these suggestions may 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’s necessary to remember that it is much easier to add a tiny amount of time now to really maximise on what you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the results of all the time you put into law firm marketing and you’ll discover that the next time you need to create content you will feel more positive 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.