Whether 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 a solid growth of clients, you will need to create content.
Content is the lifeblood of legal marketing, and without it you might just as well not bother with a law firm marketing plan. But producing content requires hard work, and you should make the most of the material that you manage to produce. Following are some quick ideas for making sure you use the two 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 forms above, don’t only send it off once or print it and let it sit in your office. You ought to distribute that content as much as possible. For each item of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as I can?
- Has it been loaded onto my website?
- Have I emailed 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?
- 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 a different type of content and distribute in a different forum?
Law Firm Marketing – Presentations
Presentations are usually prepared with a specific reception in mind, or because of a particular request. Therefore they are often presented once then left to become stale. The large amount of effort and 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 could I present it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send the presentation in hard copy to those who were unable to attend the seminar?
- Could I record an audio or video of the presentation and distribute it electronically online or directly?
- Can I write an article or blog discussing questions that arose from the presentation?
- Have I sent additional content to all the people that were at the presentation?
While a lot of these suggestions may seem like additional 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 remember that it is much easier to use a small amount of time at the end to really impact on the impression you’ve already produced than to produce a completely new piece of legal marketing material.
Maximise the results of all the time and effort you put into law firm marketing and you’ll see 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.