Whether the marketing strategy for your law company is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you’ll need to generate content.
Content is the lifeblood of legal marketing, and without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you need to make the best of the material that you manage to produce. Here are some quick suggestions for making sure you use two of the most popularly 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 some quality, interesting material in any of the types above, you don’t need to only send it off once or print it and leave it to sit in your reception. Distribute the content as much as is possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to my website?
- Have I emailed it directly 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?
- Are others in my firm aware of it and can they explain it in detail if a client questions them about it?
- Can I transform it into another kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually prepared with a particular audience in mind, or because of a particular request. As a result they tend to be presented only once and then left to become stale. All of the time involved in preparing them results in just one showing. To get much more out of your presentation consider:
- What other companies could I present it to?
- How could I let the most people know about it?
- Have I mentioned 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 people who couldn’t 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 to discuss questions that arose from the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
Although some of these ideas might seem like more work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is essential to consider that it’s far easier to add a tiny amount of time now to really maximise on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase the results of the time and effort you put into law firm marketing and you’ll find that the next time you need to create 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.