If the marketing strategy for your law company revolves around 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 create content.
Content is the lifeblood of legal marketing, without it you may as well not bother with a law firm marketing plan. But producing content means hard work, and you should make the most of the writing you can produce. Following are some ideas for making sure 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 created any worthwhile, interesting material of any of the types above, don’t just send it out once or print it and leave it to stagnate in your reception area. You can distribute the content as broadly as possible. For every piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded to 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 my company aware of it and could they explain it further if a client has queries about it?
- Can I turn it into a different type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific reception in mind, or because of a particular request. As a result they tend to be presented once then left to stagnate. All of that time involved in preparing them results in just one showing. If you want to get more benefit from your presentation consider:
- Who else could I show it to?
- How can I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and 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?
- Can I write an article or blog discussing questions that arose from the presentation?
- Have I sent additional content to all the people who attended the presentation?
Although these suggestions may 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 important to consider that it is much easier to use a small amount of time at the end to really maximise on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the benefits of all the time you put into law firm marketing and you’ll see that the next time you need to create some content you’ll 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.