If the marketing strategy for your law company depends on 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 an essential dynamic of legal marketing, without it you might just as well not bother with a law firm marketing plan. However, producing content requires hard work, and you should make the best of the writing you can produce. Here are some 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 formats above, you don’t need to just send it off once or print it and let it stagnate in your reception area. Distribute that content as much as is possible. For every piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Is it loaded to my 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?
- 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 type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally prepared with a specific audience in mind, or because of a particular request. As a result they are often presented once and then left to become stale. The large amount of effort and time involved in preparing them gets just one presentation. To get much more out of your presentation consider:
- What other companies may I present it to?
- How could 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 a hard copy of the presentation to those who couldn’t 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 from the presentation?
- Have I followed up with additional content to all the people who were at the presentation?
While these suggestions may feel like more work just when you’ve probably created a dent in your monthly billings with the amount of time you spent preparing the first lot of material, it’s crucial to remember that it’s far easier to use a small amount of time now to really maximise on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the benefits of all the time and effort you put into law firm marketing and you’ll find that the next time you need to create content you will feel more positive 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.