Whether 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 a solid growth of clients, you will need to generate content.
Content is the lifeblood of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content means hard work, and you need to make the most of the writing you manage to produce. Following are some suggestions to help you use the two most reliably produced types of legal marketing content as effectively as 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 formats above, you don’t need to just send it off once or print it and let it sit in your reception. Distribute that content as much as possible. For every piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I emailed 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?
- Is everyone in the firm aware of it and could they explain it further if a client asks?
- Can I turn it into a different type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually prepared with a particular reception in mind, or because of a particular request. Therefore they tend to be presented once and then left to become stale. All of that time involved in preparing them results in only a one time presentation. To get much more benefit from your presentation consider:
- What other companies could I present 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 those who were unable to 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 discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although a lot of these suggestions might feel like additional work just when you’ve possibly created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s necessary to remember that it is far easier to add a small amount of time now to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the results of all the time you put into law firm marketing and you’ll see that the next time you need to create some content you’ll 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.