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 your stable of clients, you will 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 means hard work, and you should make the most of the material you can produce. Following are just a few ideas for making sure you use the two 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 written some quality, interesting material in any of the formats mentioned, don’t just send it out once or print it and let it stagnate in your office. You should distribute that content as broadly as possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it 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 firm aware of it and can they explain it further if a client asks about it?
- Can I transform it into a different kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific reception in mind, or because of a particular request. Therefore they tend to be presented only once and then left to stagnate. All of that time involved in preparing it gets only a one time presentation. If you want to get far more out of your presentation consider:
- What other companies could I present it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy 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 to discuss topics that arose from the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
Although these suggestions might seem like more work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is important to consider that it is much easier to use a small amount of time at the end to really maximise on what 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 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.