If the legal marketing strategy for your law company is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of your stable of clients, you will need to generate content.
Content is an essential part 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 must make the most of the writing that you manage to produce. Here are some ideas for making sure you use the two most commonly 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 produced any worthwhile, interesting material of any of the types above, you don’t need to just send it out once or print it and leave it to stagnate in your reception area. Distribute the content as broadly as possible. For every item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded onto my website?
- Have I sent 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?
- Is everyone in the firm aware of it and could they explain it further 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 created with a particular reception in mind, or because of a particular request. Therefore they are often presented only once and then left to stagnate. The large amount of time required to prepare it results in only a one time showing. If you want to get more benefit from your presentation consider:
- What other companies could I present it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, and offered to present it to others?
- Can I send a hard copy of the presentation to people who couldn’t attend the seminar?
- Could I record an audio or video of the presentation and distribute it electronically online or directly?
- Is it viable to write an article or blog to discuss questions that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although these suggestions may seem like more work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is essential to consider that it’s much easier to add a tiny amount of time now to really maximise on what you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the results of the time and effort you put into law firm marketing and you’ll see that the next time you create some content you’ll feel more positive 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.