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 dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content requires hard work, and you must make the best of the material that you manage to produce. Following are some ideas to help 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’ve produced some quality, interesting material of any of the formats above, don’t only send it off once or print it and let it sit in your reception area. Distribute that content as much as is possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto our 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 my firm aware of it and could they explain it in detail if a client asks about it?
- Can I turn it into a different style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific audience in mind, or because of a particular request. As a result they tend to be presented only once and then left to stagnate. All of the time required to prepare them gets only a one time presentation. If you want to get much more benefit from your presentation consider:
- What other companies can 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, or suggested that I 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 followed up with additional content to all the people that were at the presentation?
Although these ideas may seem like more work just 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 is important to remember that it’s far 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.
Maximise the results 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.