If the marketing strategy for your law company revolves around 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 generate content.
Content is the lifeblood of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you should make the best of the material you can produce. Here are just a few ideas to help you use two of the most commonly produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve created any quality, interesting material of any of the types mentioned, you don’t need to just send it off once or print it and let it sit in your reception area. You can distribute the content as much as possible. For each item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded onto my website?
- Have I sent 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 the firm aware of it and could they explain it in detail if a client asks about it?
- Can I transform it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a particular audience in mind, or because of a particular request. Therefore they are often presented once then left to become stale. All of that time required to prepare them gets only a one time showing. If you want to get much more benefit from your presentation consider:
- Who else could I show it to?
- How can I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and suggested that I 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 electronically online or directly?
- Can I write an article or blog discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although some of these suggestions might feel like additional work at a time 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 consider that it is far easier to use a tiny amount of time at the end to really impact on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the results of the time 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 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.