Whether the marketing strategy for your law firm depends on 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 create content.
Content is the lifeblood of legal marketing, and without it you might just 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 you can produce. Following are some ideas to help you use two of the 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’ve created 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 sit in your reception. You ought to distribute the content as widely as is 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 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?
- Are others in my company aware of it and can they explain it further if a client asks?
- Can I turn it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific reception in mind, or because of a particular request. Therefore they are often presented once then left to become stale. The large amount of time required to prepare it gets just one showing. If you want to get much more out of your presentation consider:
- Who else may I present it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on my 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?
- Can 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 questions that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
While a lot of these ideas might feel like more work at a time when you’ve probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s important to consider that it is far easier to add a small amount of time now to really impact on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the benefits of all the time and effort you put into law firm marketing and you’ll find that the next time you create some content you will 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.