Whether 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 your stable of clients, you’ll need to create content.
Content is an essential part 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 need to make the most of the material you manage to produce. Following are several ideas to help you use the two 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 quality, interesting material in any of the forms mentioned, don’t only send it out once or print it and let it sit in your reception area. Distribute that content as much as possible. For each piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded to our website?
- Have I emailed it directly 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?
- Are others in my company aware of it and can they explain it further if a client has queries about it?
- Can I turn it into a different kind of content and distribute in a different form?
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 become stale. The large amount of time required to prepare it gets just one showing. If you want to get much more out of your presentation consider:
- What other companies could I present it to?
- How can I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to send a hard copy of the presentation to people who were unable to 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 discussing questions that arose during the presentation?
- Have I sent additional content to all the people that attended the presentation?
While these ideas might seem like additional 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 necessary to consider that it is much easier to add a small amount of time now to really impact on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the benefits of the time you put into law firm marketing and you’ll see 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.