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 a share of a solid growth of clients, you will need to generate content.
Content is an essential dynamic of legal marketing, and without it you might just as well not bother with a law firm marketing plan. But producing content requires hard work, and you need to make the most of the material you manage to produce. Following are some quick suggestions 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 produced some worthwhile, interesting material in any of the types mentioned, don’t only send it out once or print it and let it sit in your office. You ought to distribute that content as widely as is possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded onto my 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?
- Are others in my company aware of it and could they explain it further 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 specific reception in mind, or because of a particular request. As a result they tend to be presented only once and then left to become stale. All of that time required to prepare it results in only a one time showing. To get much more benefit from your presentation consider:
- Who else could I present it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send a hard copy of the presentation to people who were unable to attend the seminar?
- Could 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 to discuss questions that arose during the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
While these suggestions may seem like more work just when you’ve probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it is crucial 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 it is to produced a whole new piece of legal marketing material.
Increase the benefits of the time and effort you put into law firm marketing and you’ll see that the next time you need to 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.