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 will need to create content.
Content is an essential dynamic of legal marketing, and without it you might just as well not have a law firm marketing plan. However, producing content means hard work, and you should make the most of the writing you can produce. Following are just a few suggestions to help you use the two most commonly produced types of legal marketing content as best you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you’ve produced any worthwhile, interesting material of any of the forms mentioned, you don’t need to just send it out once or print it and let it sit in your reception area. Distribute that content as widely as possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as possible?
- Is it loaded onto our 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?
- Is everyone in my company aware of it and can they explain it in detail if a client asks about it?
- Can I turn it into another type of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are usually created with a particular audience in mind, or because of a particular request. Therefore they are often presented once then left to become stale. All of that time involved in preparing them results in only a one time presentation. To get more benefit from your presentation consider:
- Who else can I show it to?
- How could I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and suggested that I present it to others?
- Can I send the presentation in hard copy to people who couldn’t attend the seminar?
- Can I record an audio or video of the presentation and distribute it electronically online or directly?
- Is it viable to write an article or blog discussing topics that arose from the presentation?
- Have I sent additional content to all the people who were at the presentation?
Although some of these ideas might seem like additional work at a time when you’ve possibly damaged your monthly billings with the amount of time you spent preparing the first lot of material, it is essential to consider that it’s far easier to add a small amount of time at the end to really maximise on the impression you’ve already produced than to produce a whole new piece of legal marketing material.
Maximise the benefits of the time and effort 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 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.