If the marketing strategy for your law company is based on 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 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 should make the most of the writing you can produce. Following are some ideas for making sure 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 written some quality, interesting material of any of the formats mentioned, you don’t need to just send it out once or print it and leave it to stagnate in your office. Distribute the content as much as is possible. For each item of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded to my 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?
- Is everyone in my firm aware of it and could they explain it further if a client asks?
- Can I transform it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually created with a particular audience in mind, or because of a particular request. As a result they are often presented once and then left to become stale. All of that time involved in preparing them results in only a one time presentation. If you want to get more benefit from your presentation consider:
- What other companies could I show it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Is it relevant to send the presentation in hard copy to people 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 questions that arose during the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
While these suggestions might feel like additional work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s important to consider that it’s much easier to add a small amount of time at the end to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the benefits of the time and effort you put into law firm marketing and you’ll discover that the next time you create content you’ll 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.