If the legal marketing strategy for your law firm depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of your stable of clients, you’ll need to create content.
Content is the lifeblood of legal marketing, and without it you may as well not have a law firm marketing plan. But producing content requires hard work, and you must make the most of the material that you can produce. Following are just a few ideas for making sure you use the two most reliably produced types of legal marketing content as effectively as you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you have produced some worthwhile, interesting material in any of the forms mentioned, you don’t need to just send it off once or print it and let it sit in your reception area. You should distribute the content as broadly as is possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded onto my website?
- Have I sent it direct 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 can they explain it further if a client asks?
- Can I turn it into a different style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally created with a specific reception in mind, or because of a particular request. Therefore they tend to be presented once and then left to stagnate. All of that effort and time involved in preparing it results in just one presentation. If you want to get much more out of your presentation consider:
- Who else can I show it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or offered to present it to others?
- Can I 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 electronically online 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 that attended the presentation?
While these ideas might feel 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’s crucial to consider that it is much easier to add a tiny amount of time now to really impact on what you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the benefits of the time you put into law firm marketing and you’ll discover that the next time you create 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.