Whether 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 will need to generate content.
Content is an essential part of legal marketing, without it you might just as well not bother with a law firm marketing plan. But producing content is hard work, and you need to make the most of the writing that you can produce. Here are just a few suggestions to help you use two of the most popularly 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 written some quality, interesting material in any of the types above, you don’t need to only send it out once or print it and leave it to sit in your reception area. Distribute that content as widely as possible. For each item of written material you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Is it loaded to our website?
- Have I sent it direct to people who have referred me, 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 the company aware of it and can they explain it further if a client asks about it?
- Can I turn it into another style of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally created with a particular reception in mind, or because of a particular request. Therefore they tend to be presented once and then left to stagnate. The large amount of time involved in preparing it results in only a one time showing. If you want to get more out of your presentation consider:
- What other companies can I present it to?
- How can 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?
- Can I 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 electronically online or directly?
- Can I write an article or blog to discuss questions that arose during the presentation?
- Have I followed up with additional content to all the people that attended the presentation?
Although a lot of these ideas might seem 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 is crucial to remember that it is far easier to add a small 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.
Improve the benefits of the time and effort you put into law firm marketing and you’ll discover that the next time you need to 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.