If 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 generate content.
Content is the lifeblood of legal marketing, and without it you may as well not bother with a law firm marketing plan. But producing content is 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 reliably produced types of legal marketing content as effectively as you can.
Law Firm Marketing – Written material (blogs, email alerts, brochures, guides, information sheets)
If you have written any quality, interesting material of any of the forms above, don’t just send it off once or print it and leave it to sit in your reception. You should distribute that content as much as is possible. For each piece of written material you produce, consider:
- Have I sent it to as many, relevant, clients as I can?
- Has it been loaded to our website?
- Have I emailed it direct to referrers, 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?
- Are others in my firm aware of it and could they explain it in detail if a client questions them about it?
- Can I turn it into another type of content and distribute in a different form?
Law Firm Marketing – Presentations
Presentations are usually written with a particular audience in mind, or because of a particular request. Therefore they tend to be presented only once then left to become stale. The large amount of effort and time required to prepare it gets only a one time showing. If you want to get far more benefit from your presentation consider:
- What other companies may I show it to?
- How could I let the most people know about it?
- Have I discussed it on our website, Facebook, Twitter, and 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 topics that arose during the presentation?
- Have I followed up with additional content to all the people that were at the presentation?
Although these suggestions may feel like more work at a time when you’ve probably damaged your monthly billings with the amount of time you spent preparing the first lot of material, it’s necessary to remember that it is much easier to add a tiny amount of time now to really maximise on what you’ve already produced than to produce a completely new piece of legal marketing material.
Increase the benefits 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 positive 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.