If the legal 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’ll need to generate content.
Content is the lifeblood 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 need to make the most of the material you manage to produce. Here are several suggestions for making sure you use two of the most commonly 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 written any quality, 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 office. You can distribute that content as broadly as is possible. For each item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto our website?
- Have I sent it directly 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?
- Are others in my company aware of it and could they explain it further if a client questions them about it?
- Can I turn it into another kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally created with a specific audience in mind, or because of a particular request. Therefore they tend to be presented only once and then left to stagnate. All of the effort and time required to prepare it gets just one showing. To get 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 mentioned it on our website, Facebook, Twitter, or suggested that I present it to others?
- Can I send a hard copy of the presentation to people who couldn’t attend the seminar?
- Can 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 during the presentation?
- Have I sent additional content to all the people that attended the presentation?
While 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 crucial to remember that it’s much easier to add a small amount of time at the end to really impact on what you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the results of the time and effort you put into law firm marketing and you’ll see that the next time you need to create some content you’ll 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.