Whether the 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’ll need to create content.
Content is an essential part of legal marketing, without it you may as well not bother with a law firm marketing plan. But producing content requires hard work, and you must make the best of the material that you manage to produce. Here are some ideas for making sure you use the two 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 created some worthwhile, interesting material in any of the forms mentioned, you don’t need to only send it off once or print it and let it sit in your office. You can distribute that content as widely as is possible. For each item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded onto 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?
- Are others in the company aware of it and can they explain it in detail if a client questions them about it?
- Can I turn it into a different kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually created with a particular audience in mind, or because of a particular request. Therefore they tend to be presented only once and then left to become stale. The large amount of time required to prepare them gets just one presentation. To get far more out of your presentation consider:
- Who else can 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?
- Can I send a hard copy of the presentation to those who were unable to attend the seminar?
- Could I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog discussing questions that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
While some of these suggestions may seem like additional work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s essential to remember that it’s much easier to add a tiny amount of time at the end 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 you put into law firm marketing and you’ll discover 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.