If 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 your stable of clients, you’ll need to generate content.
Content is an essential dynamic of legal marketing, and without it you may as well not bother with a law firm marketing plan. However, producing content means hard work, and you need to make the most of the writing that you manage to produce. Here are some suggestions for making sure you use the two 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 have written any quality, interesting material in any of the formats mentioned, you don’t need to only send it off once or print it and let it stagnate in your reception. Distribute that content as broadly as is possible. For every item of written material 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 it with a post on Facebook and a tweet on Twitter?
- Has it been sent to media contacts?
- Are others in my company aware of it and can they explain it in detail if a client has queries about it?
- Can I turn it into a different type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written with a particular reception in mind, or because of a particular request. As a result they are often presented only once and then left to become stale. All of that effort and time involved in preparing them results in only a one time presentation. To get much more out of your presentation consider:
- What other companies can I present 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 a hard copy of the presentation 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 sent additional content to all the people who attended the presentation?
Although these ideas may feel like more work at a time when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it is crucial to remember that it is far easier to add a tiny amount of time at the end to really impact on the impression you’ve already produced than to produce 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 create some content you will feel more confident about how effective the results 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.