Whether the legal 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 will need to generate content.
Content is the lifeblood of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content means hard work, and you need to make the most of the material you manage to produce. Here are several suggestions to help you use two of the 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 any quality, interesting material of any of the types mentioned, don’t only send it out once or print it and leave it to sit in your reception. You should distribute that content as much as is possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded to 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?
- Are others in my company aware of it and could they explain it in detail if a client asks about it?
- Can I transform it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a specific reception in mind, or because of a particular request. As a result they tend to be presented only once then left to stagnate. The large amount of effort and time involved in preparing it results in just one presentation. To get much more out of your presentation consider:
- What other companies may I present it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy to those who were unable to attend the seminar?
- Could I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog to discuss topics that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although some of these ideas might feel like more work at a time 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 important to remember that it’s much easier to use a tiny amount of time now to really impact on the impression 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 some 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.