Whether 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 the lifeblood of legal marketing, and without it you may as well not bother with a law firm marketing plan. But producing content requires hard work, and you want to make the best of the writing 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 best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you have created some worthwhile, interesting material in any of the formats mentioned, you don’t need to just send it out once or print it and let it sit in your reception area. You should distribute that content as widely as possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it 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 the company aware of it and could they explain it in detail if a client asks about it?
- Can I turn it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a specific reception in mind, or because of a particular request. Therefore they are often presented only once and then left to stagnate. All of the time involved in preparing it results in just one showing. If you want to get far more benefit from your presentation consider:
- What other companies may I show it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and offered to present it to others?
- Can I send a hard copy of the presentation 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 sent additional content to all the people that were at the presentation?
Although a lot of these suggestions might feel like more work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s crucial to remember that it’s much easier to use a small amount of time now to really impact on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase the benefits of the time and effort you put into law firm marketing and you’ll see that the next time you need to create content you will 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.