If the marketing strategy for your law company revolves around online marketing, niche marketing to particular industries, traditional advertising, or just retaining and growing wallet 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 bother with a law firm marketing plan. But producing content is hard work, and you should make the most of the writing that you can produce. Following 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 created any quality, interesting material of any of the forms mentioned, don’t only send it out once or print it and leave it to stagnate in your reception. You ought to distribute that content as broadly as is 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 directly 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 the firm aware of it and could they explain it in detail if a client questions them?
- Can I turn it into another style of content and distribute in a different format?
Law Firm Marketing – Presentations
Presentations are generally written with a specific audience in mind, or because of a particular request. As a result they are often presented once and then left to become stale. All of the effort and time involved in preparing them results in only a one time presentation. To get far more benefit from your presentation consider:
- What other companies may I present it to?
- How can I let the greatest number of people know about it?
- Have I discussed it on our website, Facebook, Twitter, or offered to present it to others?
- Is it relevant to send a hard copy of the presentation to people who couldn’t 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 sent additional content to all the people that were at the presentation?
While a lot of these ideas may seem like more work just when you’ve possibly damaged 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 add a tiny amount of time at the end to really impact on the impression you’ve already produced than it is to produced a completely new piece of legal marketing material.
Improve the results of the time and effort you put into law firm marketing and you’ll discover that the next time you create content you will 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.