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 your stable of clients, you will need to create content.
Content is an essential dynamic of legal marketing, without it you may as well not bother with a law firm marketing plan. However, producing content is hard work, and you should make the most of the writing that you manage to produce. Here are some ideas to help you use the two 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 some worthwhile, interesting material of any of the forms mentioned, you don’t need to only send it off once or print it and leave it to sit in your office. You should distribute the content as broadly as possible. For every item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I emailed 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 could they explain it in detail if a client questions them?
- Can I turn it into another kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a specific reception in mind, or because of a particular request. Therefore they tend to be presented only once and then left to stagnate. The large amount of effort and time required to prepare it gets only a one time presentation. If you want to get much more out of your presentation consider:
- Who else could I show it to?
- How could I let the greatest number of 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 people who couldn’t 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 topics that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
Although some of these ideas might feel 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 is necessary to consider 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 to produce 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 need to create 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.