If the marketing strategy for your law company depends on 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 create content.
Content is the lifeblood of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content is hard work, and you should make the best of the material you manage to produce. Here are some quick ideas for making sure you use the two most commonly 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 any quality, interesting material of any of the types above, don’t only send it out once or print it and leave it to sit in your reception. Distribute the content as much as possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded onto our website?
- Have I emailed it directly 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?
- Is everyone in the firm aware of it and can they explain it further if a client asks about it?
- Can I turn it into a different style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. Therefore they are often presented only once and then left to become stale. All of the time required to prepare them gets just one showing. To get more out of your presentation consider:
- Who else could I present it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, or 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 topics that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
Although a lot of these ideas might seem like additional work at a time when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it is necessary to consider that it’s much easier to use a tiny amount of time now 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 the time you put into law firm marketing and you’ll find that the next time you need to create some content you will 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.