If the marketing strategy for your law firm revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you will need to create content.
Content is an essential part of legal marketing, and without it you might just as well not bother with a law firm marketing plan. But producing content means hard work, and you want to make the most of the writing you can produce. Following are several ideas to help 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 created some quality, interesting material of any of the types above, you don’t need to just send it off once or print it and let it stagnate in your reception area. Distribute the content as broadly as possible. For each item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I sent it direct to referrers, 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 turn it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually created with a particular reception in mind, or because of a particular request. As a result they are often presented once and then left to stagnate. All of the time involved in preparing them gets just one showing. To get far more out of your presentation consider:
- Who else can I present it to?
- How could I let the greatest number of 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 a hard copy of the presentation 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 discussing topics that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
While some of these suggestions may seem like more work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is necessary to consider that it’s much easier to add a tiny amount of time now to really maximise on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the results of the time you put into law firm marketing and you’ll discover that the next time you need to create some 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.