Whether the marketing strategy for your law firm is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of a solid growth of clients, you’ll need to create content.
Content is an essential part of legal marketing, and without it you may as well not bother with a law firm marketing plan. However, producing content requires hard work, and you want to make the best of the material that you manage to produce. Following are some quick suggestions to help 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’ve produced some worthwhile, interesting material in any of the forms above, you don’t need to only send it out once or print it and leave it to stagnate in your reception. Distribute the content as much as possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to our website?
- Have I emailed it directly 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 the company aware of it and can they explain it further if a client questions them?
- Can I turn it into another kind of content and distribute in a different format?
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 then left to become stale. All of that time required to prepare it gets just one presentation. To get more benefit from your presentation consider:
- Who else may I show it to?
- How can I let the most 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 the presentation in hard copy 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 discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
Although a lot of these ideas might feel like more work just when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s necessary to consider that it is far easier to add a tiny amount of time at the end to really maximise on what you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the results of all the time you put into law firm marketing and you’ll discover that the next time you create content you’ll 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.