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 might just as well not have a law firm marketing plan. But producing content means hard work, and you need to make the best of the writing you can produce. Here are some quick ideas for making sure you use the two most popularly 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 have created some worthwhile, interesting material in any of the types mentioned, don’t just send it off once or print it and leave it to stagnate in your office. Distribute that content as widely as is possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded to my website?
- Have I emailed 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 can they explain it in detail if a client questions them?
- 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. As a result they tend to be presented only once then left to stagnate. The large amount of time involved in preparing it results in only a one time showing. If you want to get much more benefit from your presentation consider:
- Who else may I present it to?
- How could I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or offered to present it to others?
- Can I 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 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 a lot of these ideas might feel like more work at a time 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 important to remember that it is much easier to use a tiny amount of time at the end to really maximise on what you’ve already produced than it is to produced a whole new piece of legal marketing material.
Improve the benefits of all the time you put into law firm marketing and you’ll discover that the next time you need to create some content you will feel more positive about how effective that content 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.