If the marketing strategy for your law company is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of your stable of clients, you’ll need to generate 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 most of the writing you manage to produce. Following are some ideas 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 in any of the formats above, you don’t need to only send it out once or print it and leave it to sit in your reception. You should distribute that content as widely as is possible. For each item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to my website?
- Have I emailed it direct 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 my company aware of it and could they explain it in detail if a client asks about it?
- Can I transform it into a different type of content and distribute in a different forum?
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. All of that effort and time required to prepare it results in only a one time presentation. If you want to get more out of your presentation consider:
- What other companies can I show it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on my website, Facebook, Twitter, or offered to present it to others?
- Can I send the presentation in hard copy to people who were unable to attend the seminar?
- Can 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 to discuss topics that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
Although 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 is important to remember that it is much easier to add a small amount of time now to really maximise on what you’ve already produced than it is to produced a completely new piece of legal marketing material.
Maximise the benefits 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 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.