If the marketing strategy for your law company revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of your stable of clients, you will need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. However, producing content requires hard work, and you need to make the most of the writing you can produce. Here are several 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 formats above, don’t just send it out once or print it and let it stagnate in your reception. You ought to distribute the content as broadly as is 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 emailed it direct to people who have referred me, 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?
- Is everyone in my firm aware of it and can they explain it in detail if a client questions them?
- Can I transform it into a different style of content and distribute in a different format?
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 stagnate. The large amount of effort and time required to prepare them results in just one presentation. If you want to get much 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 discussed 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?
- Could I record an audio or video of the presentation and distribute it electronically online or directly?
- Can I write an article or blog discussing topics that arose from the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While some of these suggestions may feel like more 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 necessary to consider that it is far easier to use a small amount of time now to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Improve the benefits of the time you put into law firm marketing and you’ll discover that the next time you create content you will 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.