If the legal marketing strategy for your law company depends 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 dynamic of legal marketing, without it you might just as well not have a law firm marketing plan. However, producing content is hard work, and you want to make the best of the material that you manage to produce. Here are some quick suggestions to help you use two of the most commonly 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’ve produced any worthwhile, interesting material of any of the forms mentioned, you don’t need to only send it out once or print it and leave it to sit in your office. You can distribute that content as much as is possible. For every piece of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded to our website?
- Have I emailed it direct 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?
- Are others in my company aware of it and could they explain it further if a client asks about it?
- Can I transform it into a different type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally written with a particular reception in mind, or because of a particular request. As a result they tend to be presented once and then left to stagnate. The large amount of effort and time involved in preparing it gets just one presentation. To get far more benefit from your presentation consider:
- Who else can I present it to?
- How can I let the most people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send the presentation in hard copy to people who were unable to attend the seminar?
- Could 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 from the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
While some of these suggestions might feel like additional work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s crucial to remember that it’s much easier to add a small amount of time at the end to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the results of all the time and effort you put into law firm marketing and you’ll see that the next time you need to create some content you will feel more confident 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.