Whether the 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 will need to generate content.
Content is an essential part of legal marketing, and 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. Following are several 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’ve produced some worthwhile, interesting material of any of the formats mentioned, don’t only send it out once or print it and leave it to sit in your reception. You should distribute the content as broadly as is possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded to my 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?
- Is everyone in my company aware of it and could they explain it further if a client asks?
- Can I turn it into a different style 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 are often presented only once then left to become stale. The large amount of effort and time involved in preparing it results in just one presentation. To get far more out of your presentation consider:
- What other companies can I show it to?
- How can I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send the presentation in hard copy to those who couldn’t 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 discussing topics that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
While these suggestions may seem 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’s crucial to remember that it’s far easier to add a tiny amount of time now to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Maximise the benefits of the time and effort you put into law firm marketing and you’ll see that the next time you create some 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.