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 wallet share of a solid growth of clients, you will need to generate content.
Content is the lifeblood of legal marketing, without it you might just as well not have a law firm marketing plan. But producing content means hard work, and you should make the best of the writing that you manage to produce. Here are some quick ideas 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 produced some worthwhile, interesting material of any of the forms mentioned, don’t only send it out once or print it and leave it to sit in your reception area. Distribute the content as much as is possible. For every piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded to my website?
- Have I emailed it direct to referrers, 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?
- Is everyone in my firm aware of it and could they explain it further if a client questions them?
- Can I turn it into another style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written with a specific reception in mind, or because of a particular request. Therefore they are often presented once then left to stagnate. All of the time involved in preparing it gets only a one time presentation. If you want to get far more out of your presentation consider:
- Who else can I present it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send the presentation in hard copy to those 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 to discuss questions that arose from the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
Although a lot of these suggestions might feel like additional work just when you’ve probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s crucial to remember that it’s far easier to add a small amount of time at the end to really maximise on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the results of the time you put into law firm marketing and you’ll discover that the next time you 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.