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 will need to create content.
Content is the lifeblood of legal marketing, and without it you may as well not bother with a law firm marketing plan. However, producing content is hard work, and you need to make the best of the material you manage to produce. Here are several ideas to help you use the two most reliably 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 worthwhile, interesting material of any of the forms above, you don’t need to just send it off once or print it and leave it to sit in your office. You ought to distribute the content as broadly as possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Has it been loaded onto my website?
- Have I sent it directly 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?
- 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 another kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually prepared with a particular audience in mind, or because of a particular request. Therefore they are often presented once and then left to become stale. All of that effort and time involved in preparing it results in only a one time showing. If you want to get far more benefit from your presentation consider:
- What other companies could I show it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on my website, Facebook, Twitter, or suggested that I 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 via email or directly?
- Can I write an article or blog to discuss topics that arose from the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
Although these ideas may feel like additional work just when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is necessary to consider that it is far easier to add a tiny amount of time at the end to really impact on what you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the results of all the time and effort you put into law firm marketing and you’ll find that the next time you create content you’ll feel more confident 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.