Whether the 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 a solid growth of clients, you’ll need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not bother with a law firm marketing plan. However, producing content is hard work, and you want to make the best of the material that you manage to produce. Following are just a few ideas to help 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 some quality, interesting material in any of the forms above, you don’t need to just send it off once or print it and leave it to stagnate in your reception area. You ought to distribute that content as widely as possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to our website?
- Have I sent it direct 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?
- Is everyone in my firm aware of it and could they explain it further if a client asks about it?
- Can I turn it into another style of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally written with a specific audience in mind, or because of a particular request. Therefore they tend to be presented once then left to stagnate. All of that time involved in preparing it results in just one presentation. If you want to get much more benefit from your presentation consider:
- What other companies can I present it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, and offered to 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 to discuss questions that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
Although some of these suggestions might seem like more work just when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s necessary to consider that it’s far easier to add a tiny amount of time now to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the results of all the time you put into law firm marketing and you’ll see that the next time you create some 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.