Whether 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 a share of a solid growth of clients, you will need to generate 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 means hard work, and you must make the best of the writing you can produce. Following are some quick suggestions for making sure 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 any worthwhile, interesting material of any of the forms above, don’t only send it out once or print it and let it stagnate in your reception area. You can distribute the content as much as possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded to our website?
- Have I sent 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?
- Is everyone in the firm aware of it and could they explain it further if a client has queries about it?
- Can I turn it into a different type 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. As a result they are often presented once and then left to become stale. All of that time required to prepare it gets only a one time presentation. If you want to get much more out of your presentation consider:
- Who else could I present it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or offered to present it to others?
- Can I send the presentation in hard copy to people who couldn’t attend the seminar?
- Could 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 during the presentation?
- Have I sent additional content to all the people that attended the presentation?
While a lot of these ideas 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 is necessary to remember that it is far easier to use a tiny amount of time now to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the results of the time and effort you put into law firm marketing and you’ll find that the next time you create content you’ll 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.