If the legal 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’ll need to generate content.
Content is the lifeblood of legal marketing, and without it you may as well not bother with a law firm marketing plan. However, producing content is hard work, and you want to make the most of the material that you manage to produce. Here are some ideas for making sure 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 have written some worthwhile, interesting material in any of the forms above, you don’t need to just send it out once or print it and let it sit in your reception. You ought to distribute that content as widely as possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I sent it direct to people who have referred me, 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 in detail if a client questions them?
- Can I transform it into another type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a particular reception in mind, or because of a particular request. Therefore they are often presented only once then left to stagnate. The large amount of time required to prepare them results in just one presentation. To get more out of your presentation consider:
- Who else may I show it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send the presentation in hard copy to those who couldn’t 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 discussing questions that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
While these ideas may seem like additional 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’s necessary to remember that it’s far easier to add a tiny amount of time at the end to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the benefits of all the time and effort you put into law firm marketing and you’ll see that the next time you create 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.