Whether the marketing strategy for your law company is based on online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet share of a solid growth of clients, you’ll need to create content.
Content is the lifeblood of legal marketing, and without it you might just as well not have a law firm marketing plan. But producing content means hard work, and you must make the most of the writing that you manage to produce. Following are some quick suggestions for making sure you use two of the 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 written some quality, interesting material of any of the forms above, you don’t need to just send it out once or print it and leave it to sit in your office. You can distribute that content as much as possible. For each piece of writing you produce, consider:
- Have I distributed it to as many, relevant, clients as possible?
- Has it been loaded to my website?
- Have I sent 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?
- Is everyone in the firm aware of it and could they explain it in detail if a client questions them about it?
- Can I turn it into a different kind of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are generally prepared with a particular reception in mind, or because of a particular request. As a result they are often presented once and then left to stagnate. The large amount of effort and time involved in preparing it results in just one showing. If you want to get far more out of your presentation consider:
- What other companies could I present it to?
- How can I let the most people know about it?
- Have I discussed it on my website, Facebook, Twitter, and suggested that I present it to others?
- Can I send a hard copy of the presentation to people who were unable to attend the seminar?
- Could I record an audio or video of the presentation and distribute it via email or directly?
- Can I write an article or blog to discuss topics that arose from the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
While some of these suggestions may 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 much easier to use a tiny amount of time now to really impact on what you’ve already produced than to produce a whole new piece of legal marketing material.
Increase the results of all the time and effort you put into law firm marketing and you’ll find that the next time you need to 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.