Whether the legal 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’ll need to create content.
Content is the lifeblood of legal marketing, without it you might just as well not have a law firm marketing plan. However, producing content means hard work, and you must make the most of the writing you can produce. Here are several ideas 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 have produced any quality, interesting material in any of the types mentioned, don’t just send it out once or print it and let it stagnate in your reception. You ought to distribute the content as widely as is possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I sent 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?
- Are others in the company aware of it and could they explain it in detail if a client asks about it?
- Can I transform it into a different type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular audience in mind, or because of a particular request. Therefore they tend to be presented only once and then left to stagnate. The large amount of time required to prepare them results in just one showing. To get more out of your presentation consider:
- What other companies may I present it to?
- How can I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send a hard copy of the presentation to people who couldn’t 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 topics that arose from the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
Although some of these ideas may feel 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 important to remember that it’s far easier to use a tiny amount of time at the end to really maximise on what you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the benefits of all the time and effort 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 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.