Whether the legal 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 generate content.
Content is an essential part of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content means hard work, and you should make the most of the material that you manage to produce. Here are just a few ideas for making sure you use the two most popularly 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 produced some worthwhile, interesting material of any of the forms mentioned, you don’t need to only send it off once or print it and let it sit in your reception. You ought to distribute that content as broadly as is possible. For each item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto our website?
- Have I sent 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?
- Is everyone in the firm aware of it and could they explain it further if a client has queries about it?
- Can I turn it into a different style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually created with a specific audience in mind, or because of a particular request. As a result they are often presented only once and then left to stagnate. All of the time required to prepare them results in just one presentation. If you want to get more out of your presentation consider:
- What other companies could I present it to?
- How can I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and offered to present it to others?
- Can I send a hard copy of the presentation 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?
- Can I write an article or blog to discuss topics that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although a lot of these suggestions might feel like additional work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is important to remember that it’s much easier to add a tiny amount of time at the end to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the results of all the time you put into law firm marketing and you’ll discover that the next time you create some 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.