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 part of legal marketing, and without it you may as well not bother with a law firm marketing plan. But producing content means hard work, and you must make the most of the writing you can produce. Here are some 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 have produced any worthwhile, interesting material in any of the formats above, you don’t need to just send it out once or print it and let it stagnate in your reception. Distribute that content as broadly as is possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I sent it directly to referrers, 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 the firm aware of it and can they explain it further if a client questions them about it?
- Can I transform it into a different kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific audience in mind, or because of a particular request. As a result they tend to be presented once then left to become stale. All of that effort and time required to prepare them gets just one presentation. If you want to get more benefit from your presentation consider:
- Who else can I present it to?
- How can I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or suggested that I present it to others?
- Is it relevant to send a hard copy of the presentation to people 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 questions that arose during the presentation?
- Have I sent additional content to all the people who were at the presentation?
While these ideas might seem like additional work just 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 is important to remember that it is much easier to add a small amount of time now to really maximise on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the benefits of the time and effort you put into law firm marketing and you’ll see 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.