Whether the marketing strategy for your law firm revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of your stable 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. But producing content requires hard work, and you should make the most of the writing you manage to produce. Here are several suggestions for making sure you use the two most popularly 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 formats mentioned, don’t only send it off once or print it and leave it to sit in your office. Distribute that content as broadly as possible. For each piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I emailed it directly 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 the firm aware of it and can they explain it in detail if a client asks about it?
- Can I turn it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally created with a specific audience in mind, or because of a particular request. As a result they are often presented only once then left to become stale. All of the time involved in preparing it gets just one presentation. If you want to get more benefit from your presentation consider:
- Who else may I present it to?
- How could I let the most 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 the presentation in hard copy to people who were unable to 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 from the presentation?
- Have I sent additional content to all the people who were at the presentation?
Although some of these suggestions might feel like additional work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s crucial to consider that it is far easier to add a small amount of time at the end to really impact on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the benefits of the time you put into law firm marketing and you’ll find 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.