Whether the marketing strategy for your law company revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing a share of a solid growth of clients, you’ll need to create content.
Content is an essential part of legal marketing, without it you may as well not bother with a law firm marketing plan. But producing content means hard work, and you want to make the best of the material you can produce. Here are some suggestions 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 have written some worthwhile, interesting material in any of the formats above, you don’t need to just send it out once or print it and leave it to stagnate in your reception area. Distribute that content as much as possible. For each item of writing you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded onto our website?
- Have I emailed it direct to people who have referred me, associates and other professionals?
- Have I linked 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 can they explain it in detail if a client asks about it?
- Can I transform it into a different type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually created with a particular audience in mind, or because of a particular request. As a result they are often presented once then left to stagnate. All of that effort and time required to prepare it results in only a one time showing. To get much more benefit from your presentation consider:
- Who else could I show it to?
- How can I let the greatest number of people know about it?
- Have I mentioned it on my 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 via email or directly?
- Can I 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?
While these ideas might seem like additional work just 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 remember that it is much easier to use a small amount of time now 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 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.