If the 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’ll need to generate content.
Content is the lifeblood of legal marketing, and without it you may as well not have a law firm marketing plan. But producing content is hard work, and you should make the best of the material that you can produce. Here are several suggestions for making sure 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 written any worthwhile, interesting material of any of the types above, don’t just send it out once or print it and let it stagnate in your office. You ought to distribute that content as widely as possible. For every item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded onto our website?
- Have I emailed it direct to people who have referred me, associates and other professionals?
- Have I linked to 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 further if a client questions them about it?
- Can I transform it into another kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually prepared with a particular reception in mind, or because of a particular request. Therefore they are often presented only once and then left to stagnate. All of that effort and time required to prepare it gets only a one time presentation. If you want to get far more out of your presentation consider:
- Who else can I show it to?
- How could I let the most people know about it?
- Have I mentioned 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 people who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Is it viable to 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 these ideas may seem like more work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s necessary to consider that it’s much easier to add a small amount of time now to really impact on the impression you’ve already produced than to produce a whole 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’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.