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 your stable of clients, you will need to create content.
Content is an essential dynamic of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content requires hard work, and you must make the best of the writing you manage to produce. Following are several ideas for making sure 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 have created any quality, interesting material of any of the formats mentioned, you don’t need to just send it off once or print it and leave it to stagnate in your reception. Distribute that content as widely as possible. For every item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded to my website?
- Have I emailed it direct 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 has queries 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. As a result they are often presented only once then left to stagnate. The large amount of time involved in preparing them results in just one showing. To get more out of your presentation consider:
- What other companies may I show it to?
- How can I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, and offered to present it to others?
- Can I send a hard copy of the presentation to those who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Is it viable to write an article or blog discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While these ideas may feel like more work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s necessary to remember that it’s much easier to add a tiny amount of time now to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Increase 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 will 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.