If the legal 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 generate content.
Content is an essential part of legal marketing, without it you may as well not have a law firm marketing plan. However, producing content is hard work, and you must make the most of the writing you manage to produce. Here are several ideas to help 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’ve produced any worthwhile, interesting material of any of the formats mentioned, you don’t need to just send it off once or print it and leave it to stagnate in your office. Distribute that content as broadly as is possible. For each piece of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Is it loaded onto our 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 the company aware of it and can they explain it further if a client has queries about it?
- Can I turn it into a different style 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. All of the effort and time involved in preparing them results in just one showing. If you want to get far more out of your presentation consider:
- Who else can I show it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on our website, Facebook, Twitter, and offered to present it to others?
- Is it relevant to send a hard copy of the presentation to those who couldn’t attend the seminar?
- Could 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 to discuss questions that arose during the presentation?
- Have I followed up with additional content to all the people who attended the presentation?
While some of these suggestions might feel like additional 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 consider that it is far easier to use a tiny amount of time now to really maximise 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 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.