If the marketing strategy for your law company depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you’ll need to generate content.
Content is the lifeblood of legal marketing, without it you may as well not bother with a law firm marketing plan. However, producing content is hard work, and you want to make the best of the writing that you can produce. Following are some quick suggestions to help you use two of the 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 produced any worthwhile, interesting material in any of the formats above, you don’t need to only send it off once or print it and let it sit in your office. You ought to distribute that content as much as possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded onto my 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 my firm aware of it and can they explain it in detail if a client has queries about it?
- Can I turn it into a different 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. As a result they are often presented only once and then left to become stale. The large amount of time involved in preparing it gets only a one time 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 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?
- Could 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 topics that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although a lot of these ideas may feel 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’s important to consider that it’s much easier to add a tiny amount of time at the end to really impact on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Increase the benefits of all the time you put into law firm marketing and you’ll find that the next time you 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.