Whether the marketing strategy for your law company revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you will need to create content.
Content is an essential dynamic of legal marketing, without it you may as well not have a law firm marketing plan. But producing content is hard work, and you should make the best of the writing that you manage to produce. Following are just a few suggestions to help you use the two most reliably 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 produced any quality, interesting material in any of the forms mentioned, you don’t need to only send it out once or print it and let it sit in your reception. You should distribute the content as widely as possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto our 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?
- Are others in my company aware of it and could they explain it in detail if a client asks?
- Can I transform it into a different kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually created with a specific reception in mind, or because of a particular request. Therefore they are often presented only once and then left to stagnate. All of that effort and time required to prepare them gets just one showing. To get more benefit from your presentation consider:
- What other companies may I present it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send a hard copy of the presentation 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 to discuss questions that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
Although these suggestions might feel like additional 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 essential to remember that it is much easier to use a tiny amount of time now to really impact on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Maximise the results of the time you put into law firm marketing and you’ll find that the next time you create some content you will feel more positive 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.