Whether the legal marketing strategy for your law company revolves around 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 generate content.
Content is an essential dynamic of legal marketing, without it you may as well not bother with a law firm marketing plan. But producing content is hard work, and you want to make the best of the writing you manage to produce. Here are just a few suggestions to help you use two of the 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’ve created some worthwhile, interesting material of any of the formats mentioned, don’t only send it out once or print it and leave it to sit in your reception. You can distribute the content as widely as is possible. For every piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto my website?
- Have I emailed it directly 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 can they explain it in detail if a client has queries about it?
- Can I turn it into another type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific reception in mind, or because of a particular request. As a result they are often presented once then left to stagnate. The large amount of time involved in preparing them gets just one presentation. To get far more benefit from your presentation consider:
- What other companies could I present 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?
- Is it relevant to send the presentation in hard copy to people who couldn’t attend the seminar?
- Could I record an audio or video of the presentation and distribute it electronically online or directly?
- Is it viable to write an article or blog discussing topics that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
While some of 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’s important to consider that it is far easier to add a tiny amount of time now to really impact on the impression you’ve already produced than it is to produced a whole new piece of legal marketing material.
Increase the results of the time you put into law firm marketing and you’ll find that the next time you create content you will 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.