If the marketing strategy for your law company revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a 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 most of the writing you can produce. Following are several 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 have written any quality, interesting material of any of the forms mentioned, you don’t need to only send it off once or print it and let it stagnate in your reception area. You can distribute the content as much as possible. For each item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded to our website?
- Have I sent it direct to referrers, associates and other professionals?
- Have I linked to 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 asks about it?
- Can I transform it into a different kind of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally created with a specific audience in mind, or because of a particular request. Therefore they are often presented only once and then left to stagnate. All of the time required to prepare it gets only a one time showing. If you want to get much more benefit from your presentation consider:
- What other companies can I show it to?
- How could I let the most people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send the presentation in hard copy to people who couldn’t 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 to discuss questions that arose during the presentation?
- Have I sent additional content to all the people who attended the presentation?
While some of these ideas may seem 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 is important to consider that it is far easier to add a tiny amount of time now to really maximise on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Maximise the results of all the time and effort you put into law firm marketing and you’ll see that the next time you create 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.