Whether the legal marketing strategy for your law company depends on 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 may as well not bother with a law firm marketing plan. But producing content requires hard work, and you should make the most of the material you manage to produce. Here are just a few suggestions for making sure you use two of the most reliably 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 written any quality, interesting material in any of the forms above, don’t just send it off once or print it and leave it to sit in your reception. You should distribute that content as widely as possible. For every piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- 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 my firm aware of it and could they explain it further if a client questions them?
- Can I turn it into another kind of content and distribute in a different format?
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 then left to stagnate. All of that time required to prepare them gets just one presentation. If you want to get more out of your presentation consider:
- Who else can I show it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, or suggested that I present it to others?
- Can I send the presentation in hard copy to those 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 discussing questions that arose from the presentation?
- Have I sent additional content to all the people who were at the presentation?
While some of these ideas might seem 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 is essential to consider that it is 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.
Improve the results of all the time you put into law firm marketing and you’ll find 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.