If the marketing strategy for your law company depends 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 the lifeblood of legal marketing, without it you may as well not bother with a law firm marketing plan. However, producing content is hard work, and you want to make the most of the writing you manage to produce. Here are some suggestions to help you use two of the 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 any quality, interesting material in any of the forms above, you don’t need to only send it off once or print it and leave it to sit in your reception. You ought to distribute that content as widely as possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded onto our 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 company aware of it and can they explain it further if a client questions them about it?
- Can I turn it into another 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 and then left to stagnate. All of that time involved in preparing it results in just one presentation. To get much more out of your presentation consider:
- What other companies may I present it to?
- How can I let the greatest number of people know about it?
- Have I discussed 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 couldn’t 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 discussing questions that arose from the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
Although these ideas 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’s far easier to add a tiny amount of time now to really impact on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the results of all the time and effort you put into law firm marketing and you’ll find that the next time you 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.