If the legal marketing strategy for your law firm revolves around 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 generate content.
Content is the lifeblood of legal marketing, without it you may as well not have a law firm marketing plan. But producing content means hard work, and you want to make the most of the writing that you manage to produce. Following are some quick ideas for making sure you use the two most commonly 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 of any of the types mentioned, you don’t need to only send it off once or print it and let it stagnate in your reception area. You should distribute the content as broadly as possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded onto my website?
- Have I emailed it direct 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?
- Are others in the company aware of it and can they explain it in detail if a client questions them about it?
- Can I turn it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a specific audience in mind, or because of a particular request. As a result they tend to be presented only once then left to become stale. All of that time required to prepare it results in only a one time presentation. To get more out of your presentation consider:
- Who else could I show it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send a hard copy of the presentation to those who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Is it viable to write an article or blog to discuss topics that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While these ideas may feel like additional 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 is necessary to remember that it is much easier to use a tiny amount of time now to really impact on what you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the benefits of the time 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 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.