If 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 the lifeblood of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content is hard work, and you should make the most of the writing that you manage to produce. Following are just a few ideas to help you use two of the most commonly 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 created any worthwhile, interesting material of any of the forms above, you don’t need to just send it off once or print it and let it stagnate in your office. You can distribute that content as broadly as possible. For each item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded onto our website?
- Have I sent it direct to referrers, 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 the firm aware of it and could they explain it in detail if a client questions them?
- Can I transform it into another kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually written with a specific reception in mind, or because of a particular request. As a result they tend to be presented only once and then left to stagnate. All of that effort and time involved in preparing it gets just one showing. To get far 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 discussed 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 those who were unable to 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 discussing questions that arose from the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although some of these suggestions might feel like additional work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to consider that it is much easier to add a tiny amount of time at the end to really impact on what you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the benefits of the time and effort you put into law firm marketing and you’ll discover that the next time you create some content you will feel more confident 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.