If the marketing strategy for your law firm is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of a solid growth of clients, you will need to generate content.
Content is an essential dynamic of legal marketing, and without it you may as well not bother with a law firm marketing plan. But producing content means hard work, and you need to make the best of the writing you can produce. Following are just a few 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 produced any worthwhile, interesting material in any of the types mentioned, you don’t need to just send it off once or print it and leave it to sit in your reception. You should distribute the content as widely as is possible. For each item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded onto our 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 could they explain it in detail if a client questions them about it?
- Can I transform it into a different style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally created with a particular audience in mind, or because of a particular request. Therefore they are often presented only once and then left to stagnate. The large amount of time involved in preparing them gets just one showing. To get more out of your presentation consider:
- What other companies could I present it to?
- How could I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or suggested that I present it to others?
- Is it relevant to 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 via email or directly?
- Is it viable to write an article or blog discussing questions that arose from the presentation?
- Have I sent additional content to all the people who attended the presentation?
While a lot of these suggestions may 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’s essential to consider that it’s much easier to add a small amount of time at the end to really impact on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Maximise the results of the time and effort you put into law firm marketing and you’ll see that the next time you need to create some content you’ll feel more confident 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.