Whether the 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 generate content.
Content is the lifeblood of legal marketing, without it you might just as well not have a law firm marketing plan. But producing content requires hard work, and you need to make the best of the material that you can produce. Here 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’ve created any quality, interesting material of any of the forms mentioned, don’t only send it out once or print it and leave it to sit in your reception. You should 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 onto our website?
- Have I emailed 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 company aware of it and can they explain it in detail if a client asks?
- Can I turn it into a different 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. As a result they are often presented only once and then left to stagnate. The large amount of effort and time involved in preparing them results in only a one time showing. To get much more benefit from your presentation consider:
- Who else can I present it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy to those who were unable to attend the seminar?
- Could 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 who attended the presentation?
Although these ideas might seem like more work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s necessary to consider that it’s much easier to use a tiny amount of time at the end to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the results of all 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.