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 a solid growth of clients, you will need to create content.
Content is an essential part of legal marketing, without it you may as well not have a law firm marketing plan. But producing content means hard work, and you must make the most of the writing you manage to produce. Here are some ideas to help you use two of the most reliably produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you have written some worthwhile, interesting material of any of the forms above, you don’t need to only send it out once or print it and let it stagnate in your office. Distribute the content as widely as possible. For each item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded onto our website?
- Have I sent it directly 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 the company aware of it and can they explain it in detail if a client asks about it?
- Can I transform it into another kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally written with a specific audience in mind, or because of a particular request. As a result they are often presented once then left to become stale. The large amount of effort and time involved in preparing it gets just one presentation. To get much more benefit from 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 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 were unable to attend the seminar?
- Could I record an audio or video of the presentation and distribute it via email 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 that attended the presentation?
While some of these suggestions may seem like more 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 crucial to consider that it’s far 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 completely new piece of legal marketing material.
Maximise the results of all the time you put into law firm marketing and you’ll find that the next time you need to 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.