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 a share of a solid growth of clients, you’ll need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content is hard work, and you should make the best of the writing that you can produce. Following are several ideas for making sure 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 have written any quality, interesting material in any of the forms above, you don’t need to just send it off once or print it and leave it to sit in your office. You ought to distribute that content as much as possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded onto my website?
- Have I emailed it direct to people who have referred me, 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?
- Is everyone in my company aware of it and can they explain it in detail if a client asks about it?
- Can I turn it into a different style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally created with a particular reception in mind, or because of a particular request. As a result they are often presented once then left to stagnate. All of that effort and time involved in preparing them gets just one presentation. If you want to get far more benefit from 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 our website, Facebook, Twitter, or offered to present it to others?
- Can I send the presentation in hard copy to those 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 questions that arose from the presentation?
- Have I sent additional content to all the people who were at the presentation?
Although a lot of these suggestions might feel like additional 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 is necessary to consider that it is far easier to use a tiny amount of time at the end to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Increase 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 positive 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.