If the legal marketing strategy for your law company is based 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 generate content.
Content is an essential dynamic of legal marketing, and without it you may as well not bother with a law firm marketing plan. But producing content is hard work, and you must make the best of the material that you can produce. Following are some quick 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 have created some quality, interesting material in any of the forms above, you don’t need to just send it out once or print it and leave it to stagnate in your reception. Distribute that content as widely as is possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto my website?
- Have I sent it directly 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?
- Are others in my company aware of it and could they explain it further if a client questions them?
- Can I transform it into a different style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific reception in mind, or because of a particular request. Therefore they are often presented once then left to stagnate. All of the time required to prepare it gets only a one time showing. If you want to get far more benefit from your presentation consider:
- Who else may I show it to?
- How can 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 were unable to 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 topics that arose from the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
Although these ideas might seem like more work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is essential to remember that it’s much easier to use a small 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.
Maximise the results of the time and effort you put into law firm marketing and you’ll find that the next time you need to create some 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.