If the legal 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 generate content.
Content is the lifeblood of legal marketing, without it you might just as well not bother with a law firm marketing plan. But producing content means hard work, and you should make the best of the material you manage to produce. Here are several 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’ve written any quality, interesting material in any of the forms mentioned, you don’t need to just send it out once or print it and let it sit in your reception. You should distribute that content as much as is 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 onto my website?
- Have I sent it directly 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 my company aware of it and could they explain it in detail if a client has queries about it?
- Can I turn it into a different type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are generally created with a particular reception in mind, or because of a particular request. As a result they tend to be presented only once and then left to stagnate. All of that effort and time required to prepare it results in just one showing. To get much more benefit from your presentation consider:
- What other companies may I show it to?
- How can I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send a hard copy of the presentation to people who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Can I 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?
Although some of these ideas may seem like additional work at a time 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’s crucial to consider that it is much easier to add a small amount of time now to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the benefits of 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.