If the legal 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 an essential part of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you must make the most of the writing you manage to produce. Here are just a few ideas 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’ve produced some worthwhile, interesting material of any of the types mentioned, you don’t need to only send it off once or print it and let it sit in your office. You can distribute the content as widely as possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto our website?
- Have I emailed it directly to referrers, 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?
- Are others in my firm aware of it and could they explain it in detail if a client questions them about it?
- Can I transform it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular audience in mind, or because of a particular request. Therefore they are often presented only once and then left to become stale. All of that effort and time required to prepare it results in just one showing. If you want to get far more benefit from your presentation consider:
- Who else can I show it to?
- How can I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and suggested that I present it to others?
- Can I send a hard copy of the presentation to those who couldn’t attend the seminar?
- Can 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 topics that arose during the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
Although these ideas may seem like additional work just 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 crucial to consider that it’s far easier to add a small amount of time now to really maximise on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase the results of all the time and effort you put into law firm marketing and you’ll discover that the next time you create some content you’ll 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.