Whether the marketing strategy for your law company depends on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of your stable of clients, you’ll need to create content.
Content is an essential dynamic of legal marketing, and without it you may as well not have a law firm marketing plan. However, producing content is hard work, and you need to make the most of the writing that you can produce. Following are some quick ideas for making sure you use the two most reliably 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 produced some quality, interesting material in any of the formats mentioned, you don’t need to only send it out once or print it and leave it to sit in your reception area. You ought to distribute that content as widely as is possible. For every piece of written material you produce, consider:
- Have I distributed 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 the firm aware of it and can they explain it further if a client asks?
- Can I transform it into a different kind of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific audience in mind, or because of a particular request. Therefore they tend to be presented once and then left to become stale. The large amount of effort and time required to prepare it results in only a one time presentation. To get much more out of your presentation consider:
- Who else may I show it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, or offered to present it to others?
- Can I send a hard copy of the presentation to people who couldn’t 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 discussing topics that arose from the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
Although some of these suggestions might 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 crucial to remember that it’s much easier to add a small amount of time now to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Increase the results of all the time you put into law firm marketing and you’ll discover that the next time you create some 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.