If the marketing strategy for your law company revolves around 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 part of legal marketing, without it you may as well not have a law firm marketing plan. However, producing content requires hard work, and you need to make the most of the writing that you manage to produce. Following are just a few ideas for making sure you use two of the most popularly 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’ve created some quality, interesting material in any of the forms mentioned, you don’t need to only send it off once or print it and leave it to stagnate in your office. You should distribute the content as much as possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto our website?
- Have I emailed 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 the company aware of it and can they explain it further if a client questions them?
- Can I turn it into another type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a particular reception in mind, or because of a particular request. Therefore they are often presented once then left to become stale. The large amount of effort and time involved in preparing it gets just one presentation. If you want to get far more benefit from your presentation consider:
- What other companies can I show it to?
- How could I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send the presentation in hard copy to people 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 topics that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
Although some of these ideas may seem 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 is necessary to remember that it’s much easier to add a tiny amount of time at the end to really maximise on what 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 the results 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.