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 wallet share of a solid growth of clients, you will need to create content.
Content is an essential part of legal marketing, without it you may as well not have a law firm marketing plan. But producing content is hard work, and you must make the best of the material that you manage to produce. Here are some quick suggestions 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 produced some quality, interesting material of any of the types mentioned, you don’t need to just send it out once or print it and let it sit in your office. You should distribute that content as broadly as possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I sent 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 can they explain it in detail if a client questions them?
- Can I transform it into a different style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally created with a specific reception in mind, or because of a particular request. As a result they are often presented only once then left to stagnate. All of the effort and time involved in preparing them gets only a one time showing. If you want to get far more benefit from your presentation consider:
- Who else may I present it to?
- How could I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, or suggested that I present it to others?
- Is it relevant to send a hard copy of the presentation to those who were unable to attend the seminar?
- Can I record an audio or video of the presentation and distribute it via email or directly?
- Is it viable to write an article or blog discussing topics that arose during the presentation?
- Have I sent additional content to all the people that were at the presentation?
While these suggestions might seem 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 is necessary to consider that it’s much easier to add a tiny amount of time now to really impact on what you’ve already produced than to produce a whole new piece of legal marketing material.
Improve the results of all the time and effort you put into law firm marketing and you’ll find that the next time you need to create some 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.