Whether 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 create content.
Content is an essential dynamic of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content is hard work, and you need to make the best of the writing that you can produce. Following are several ideas to help you use two of the 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 in any of the formats mentioned, you don’t need to only send it off once or print it and leave it to sit in your reception. You should distribute that content as much as is possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto our website?
- Have I emailed it direct 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?
- Are others in my company aware of it and can they explain it in detail if a client has queries about it?
- Can I transform it into a different type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally created with a particular reception in mind, or because of a particular request. As a result they tend to be presented once then left to stagnate. All of the time required to prepare them gets only a one time presentation. To get more benefit from your presentation consider:
- Who else can I show it to?
- How could I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send a hard copy of the presentation to those who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it electronically online or directly?
- Is it viable to write an article or blog to discuss questions that arose from the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
While these suggestions might seem like additional 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 important to consider that it’s far easier to use a tiny amount of time at the end to really impact on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the benefits of all the time you put into law firm marketing and you’ll find that the next time you need to create content you will 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.