Whether 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 dynamic of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content means hard work, and you need to make the best of the writing that you can produce. Here are some quick 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 some quality, interesting material in any of the types above, don’t only send it out once or print it and leave it to sit in your reception area. Distribute the content as much as is possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded to my 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?
- Are others in my firm aware of it and could they explain it further if a client questions them about it?
- Can I turn it into a different style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually created with a specific reception in mind, or because of a particular request. Therefore they tend to be presented only once then left to become stale. All of the effort and time involved in preparing it gets only a one time showing. If you want to get far more benefit from your presentation consider:
- Who else may I present it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to send the presentation in hard copy 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?
- Can I write an article or blog discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While these ideas might seem like more 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 is crucial to consider that it is far easier to add a small amount of time at the end to really impact on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the benefits of the time you put into law firm marketing and you’ll find that the next time you need to 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.